This Q&A reflects Constanza's time as User Acquisition Manager at Albo. Currently, Constanza is Growth Brand Manager at Nu.
Constanza Alvarado Bernard is User Acquisition Manager at Albo. Before joining Albo, Constanza was Headway’s Client Services Executive, working with the programmatic team on user acquisition strategies and solutions for clients from all over Latin America. After traveling around Europe in the past year, Constanza settled down in Mexico City and currently leads user acquisition at one of the hottest Mexican tech companies.
Read Constanza's latest article: "How to Incentivize New Users and Scale Downloads"
I manage user acquisition for Albo, a user-friendly finance app that is easy to understand and set up. It is an excellent alternative for people who can't (or don't want to) open a traditional bank account and who prefer a simple account setup. With our app, consumers pay for services and manage their expenses with a tap on a screen.
Before traveling through Europe, I worked closely with clients in Latin America on user acquisition strategies and solutions. My passion for mobile marketing stemmed from this experience and remained with me throughout my travels. I continue to deepen my knowledge of performance marketing as a user acquisition manager at Albo.
In marketing, I get to enjoy learning something new every day! With new technology constantly being introduced, my work naturally feels more exciting and challenging as I adapt and learn the latest UA strategies. I like that it keeps me on my toes.
A little bit of everything, but mostly: constant self-education, staying updated with trends, and being curious. Also, maintaining good connections doesn’t hurt (especially for tips and tricks!)
The mobile advertising industry is constantly in motion, with brilliant people innovating the next big thing and new technologies. To be a successful marketer, proactively learn and keep up-to-date with the latest trends. If you don’t, you’ll risk getting left behind.
Let’s talk about Apple’s iOS 14 and IDFA changes, for instance. A good mobile marketer does their due diligence in understanding what this change signifies, its impact, and how they might successfully adapt in the future—be robust, probe, and act on your next move.
Always try to find innovative ways to convert app users. There will be times when having a great product is not enough to acquire users. Brewing new strategies to encourage users is crucial. As a finance app, we don’t offer a free trial period or a first free order. Instead, we provide incentives that help users save money while using our app, such as a discount or cashback.
Give an incentive that consumers are responsive to. Since Albo is a finance app, we offer our new users cashback on their first purchase or discounts at different establishments.
Money is a sensitive matter to all of us, not just our users: we want to save it in a safe place, but we also want to spend it wisely. By giving cashback or discount incentives, we show we care about our users’ finances and have great deals that differentiate us from our competitors.
I have three!
I recommend following people in the same industry on LinkedIn and reading their content for inspiration and advice. I also join or attend as many webinars as I can to stay connected with peers and learn from others (the same goes with reading many blogs). To take it up a notch, I take online courses.