Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry.


Moshe Vaknin

Job title and company:

Founder & CEO, youAPPi

In one sentence, how would you describe what the company does?

YouAPPi develops a personal and social mobile application discovery platform. YouAPPi engage users with the best and most interesting mobile apps by seamlessly introducing the most relevant apps into each users’ mobile content and consumption stream.

What are the company’s unique selling points? 

YouAPPi discovers and matches the best mobile app to the right users at the right time and context. Mobile apps acquire loyal users and enjoy the best ROI for their user acquisition budgets. Mobile publishers benefit from a new, valuable and sustainable revenue stream and mobile users continuously discover the best of the mobile apps store content.

Within the last year, what stands out as the company’s major milestones?

  • Secured a financing round from Glilot Capital
  • We doubled our staffing from five to 10 employees
  • Delivered 1 billion app recommendations
  • Introduced multiple new application recommendation widgets

Duration in current role:

Two years.          

Where are you based?

50% in Israel and 50% in New York City

What are your main job responsibilities?

When you are a CEO of a new venture you are involved with the details of every bit and byte. But the focus is always on growing the business – from planning and executing the next financing round, through investors meetings, building relationships with partners and bringing on new customers.

We always dedicate a great chunk of time to think ahead, plan for the next quarter and re-evaluate our development and marketing strategy and tactics.

Take us through what you get up to on a typical working Monday:

Every day starts with a quick review of the previous day’s performance – user satisfaction metrics, traffic analysis and breakdown and revenue accumulation compared to the plan.

Then I am on to my pre-planned schedule which usually includes a sync meeting with RnD, marketing and local time-zone sales. Following will be some email crunching and a series of business and technology planning and design meetings. We are reviewing our long-term goals and milestones and making sure we are adjusting and making progress. We keep an eye on the latest mobile monetisation developments and the best way to increase revenue for our partners. Afternoons will include over-sea time-zone calls with partners and sales.

A typical day ends with an ‘espresso’ meeting where I review with my managers our achievements for the day and objectives for the week – over a cup of strong espresso.

What top three websites can you be found browsing during your lunch hour?

That’s a good one. Leaving out my sporting interest, I keep visiting LinkedIn for its interesting knowledge mining capabilities. Mediapost.com is a regular for me and my partners’ websites which I am visiting regularly.

What are your top three tips for someone looking to get their hands on a job like yours?

It’s all about chasing your dream, not giving up and doing your best – every time, all the time. You can’t compromise and you can’t really take a day off, at least not in your mind. You need to be passionate about what you do and you need to be able to build a loyal and super professional group behind you.

Career-wise, where do you see yourself in three years time?

As always, doing what I love and enjoy the most – working the media jungle.

Tell us one thing people at work don’t know about you?

The fact I wrote a book about my childhood is known, but the fact it will be produced as a movie is new.


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