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Client and Team Map

Bring the business goals and leave the problem solving to us.

Our mission is to lead the mobile marketing industry by combining custom technology with data obsession and cross-functional teams in order to offer best in class services.

Helping you be the inspiration

Our Work

Incipia is a growth consultancy that applies a unique, cross-functional team structure and a data-obsessed approach to performance marketing. We offer services ranging from advertising management, to App Store Optimization, to creative asset production, to custom data analysis. Email to learn more about working with us.

Our Work
Our Work


In support of continually evolving mobile marketing initiatives, Peloton has tapped Incipia's breadth of knowledge across ASO, Apple Search Ads, and Google AdWords for a diverse set of projects, including optimizing ASO strategy, establishing reporting infrastructure, and tuning advertising campaigns towards growth goals. Peloton's director of mobile marketing commented that Incipia "completely overhauled our apple and google search accounts, leading to a 3x increase in scale while improving efficiency."

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Our Work


In January 2017 PeopleFun contracted Incipia to help manage their ASO strategy, and over time, Incipia's work grew to include Google UAC, Facebook Ads, and Apple Search Ads. Incipia has been able to boost PeopleFun's organic downloads, consistently exceed PeopleFun’s KPIs goals and help PeopleFun explore and scale ad campaigns driving 100%+ ROAS. PeopleFun's COO commented that "working with Incipia to manage and optimize our campaigns enabled us to focus on our product and grow our broader marketing efforts."

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Our Work


WeatherBug initially engaged Incipia since 2016 as a trusted mobile marketing consultancy for ASO. Since then, Incipia's role has evolved to encompass general UA strategy, from broad analysis of multi-year trends and new market launch planning, to specialized targeting/bidding recommendations in ASO, UAC and Apple Search Ads. WeatherBug's user acquisition lead commented that Incipia has "the best knowledge of ASO and mobile marketing" and are even "able to understand your needs and recommend a best fit vendor" for market intelligence and attribution providers.

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Who We Are

Established as a nights-and-weekends operation in late 2013 and officially launched in 2015, Incipia is a 100% bootstrapped company with a shared, deep-rooted drive to establish a brand of world class status in mobile consulting and marketing thought leadership. We seek ambitious and like-minded co-workers to join us and clients ready to challenge us to out-do ourselves on new opportunities. The company values that support our team cohesion and happiness include awareness, curiosity, persistence, and humility. Contact us at: if you have an interested in joining our team. We look forward to hearing from you.


Co-Founder & CEO

Leading marketing and business development at Incipia, Gabe’s marketing methods are a unique blend of curiosity and data-driven thought leadership. Dedicated to constantly evolving Incipia’s marketing techniques, Gabe co-authored the world's most comprehensive book on Advanced App Store Optimization and has written over 250 posts on mobile marketing. Gabe is also a co-founder in Incipia's partner company, Felix Analytics, where his expertise informs the product roadmap.


Co-Founder & CTO

Greg leads development operations at Incipia and also helms Incipia's partner company, Felix Automation. A senior full-stack developer, Greg draws on a natural strength in extracting the details that matter from any vision, which comes in handy leading engineering and architecture at Felix Automation, which supports Incipia's marketing teams. Prior to Incipia, Greg established his development expertise in clean code architecture and paradigms by developing image/video processing and screen capturing software at TechSmith.


Director of Operations

As director of operations, Dan ensures that Incipia's teams are plugged in and that the right processes in place to ensure that client ad campaigns are kept running smoothly. Under Dan's leadership, client performance scorecards regularly run green, or are slated and run through active optimization. Dan also leverages his position in team Incipia to guide product at Felix Automation, Incipia's partner company. An Agile Certified Practitioner, Dan draws upon prior experience managing large technology projects with multi-million dollar budgets in the financial services and international trade industries.


Director of Accounts

As Incipia's director of accounts, Nikolai manages client relationships and uses his knack for execution to ensure our teams are evaluated against client scorecards and improvement plans are slated as appropriate. Nikolai is an Agile Certified Practitioner and Certified Scrum Master and is genuinely passionate about planning, from abstract concepts to granular details – he’s always there to ensure that Incipia is delivering value to its clients, on-time.


Director of Strategy

As Incipia's director of strategy, Oliver brings a business focused perspective to Incipia’s insights team. Before Incipia, Oliver worked in financial services and corporate development helping clients and his team identify and solve business problems in an M&A context. Using this hybrid business lens, Oliver evaluates methodologies and prioritizes for timely delivery of analyses to inform paid marketing campaigns and app store optimization strategy. Oliver also manages finances for Incipia and Incipia's partner company, Felix Analytics.


Marketing Strategist

As Incipia's Marketing Strategist, Lauren taps a wealth of experience gained working at Carat on the General Motors account, where Lauren planned, activated and optimized paid media campaigns spanning from large scale awareness to performance-driven app acquisition. Through her experiences in media planning, she found a passion for data, and how it can both guide marketing decisions and empower the teams that make those decisions. Lauren thrives when she’s problem solving and finding efficiencies in campaigns and processes.


Art Director

As Incipia's lead Art Director, Viktorija manages Incipia’s creative development workflow, from research, to brief writing, to production, and direction. Viktorija's background in industrial design, combined with experience in graphic design and directing design at Doner in addition to other agencies lends her a unique approach to creative and conceptual problem solving. Her focus is on bringing intent-driven research, raising the bar on quality, and intuitive design thinking to all aspects of Incipia’s creative projects.


Full Stack Developer

Leif is the Full Stack Developer at Incipia and Felix Analytics, powering the parts of projects that enable them to not just get off the ground, but scale and grow. Leif gains pleasure from pushing the limits of making technology work for people and bringing things to life that don't yet exist, while also honing his technique and contributing new tools to the mobile community at-large.


Front End Developer

Mike is the Front End Developer at Incipia and Felix Analytics, leading optimizations to client and internal reporting and refactoring the way that data is presented, consumed, and transformed into actionable insights. Prior to Incipia, Mike was a software engineer at a startup that developed connectivity products for the Internet of Things. Outside of work, Mike enjoys working on his house and tinkering with hardware, including programming Raspberry Pi devices.


Senior Insights Manager

As Incipia's Senior Insights Manager, Hannah provides key support for Incipia's advertising and creative clients by transforming problems into questions and using detailed data analysis and statistical modeling to provide answers and actionable solutions. With a Master's Degree in Marketing Analytics, Hannah has developed advanced analytical skills in R, SQL, and Tableau. Hannah is passionate about data and marketing, as well as combining the two to ensure that Incipia's clients achieve successful marketing outcomes.


Insights Manager

As an Insights Manager at Incipia, Jinchuan utilizes advanced data analytics and visualization tools such as R, SQL, and Tableau to provide Incipia's clients with in-depth business reports and custom, high-impact analyses. With a Master's Degree in Marketing Analytics and experience managing marketing for companies including Uber, Jinchuan is a zealous, data-driven business professional with a passion for applying an analytical decision making process to extracting insights from big data and improving on the art of story telling.


Marketing Associate

Natalie supports marketing operations for Incipia's advertising and app store optimization clients, helping to research, report, and iterate on testing roadmaps. For years Natalie has been fascinated with understanding how marketing can impact a business and her passionate for combining data, digital and communications-thinking has been solidified by managing marketing client-side for two years.


Marketing Associate

Devon supports marketing operations for Incipia's advertising clients through research, testing, and reporting on campaigns, creatives and audiences. Before Incipia Devon optimized website content and structure updates at MRM // McCann for a large auto brand. Devon is a passionate about growth, learning, and optimizing her full potential, and in her spare time optimizes social media and Etsy accounts.


Lead Motion Designer

Matjaz is Incipia's lead motion designer, and a highly thoughtful and practiced designer who has studied the art of building eye-catching visuals and captivating animations. Matjaz's specialty is in designing custom animations, 3D animations, and motion graphics


Branding Designer

Javier is Incipia's branding designer, leveraging a graceful touch and mastery of branding concepts to revitalize branding and design at Incipia. In addition to a natural talent, Javier harnesses experiences forged across diverse distribution mediums to lend flexibility to his style, and his cohesive designs resemble works of art.


Animation Designer

Chris designs fully custom, animated creative at Incipia, lending clients his practiced experience in animation and expertise in After Effects.


Motion Designer

Azeem helps design motion assets at Incipia, lending clients his talent in TV commercial design. Azeem has a natural talent for producing polished, sleek, and stunning commercials in a short-form video package.



As Incipia's copywriter, Kira lends her talent for distilling wit into words fitting for a mobile-sized screen to Incipia clients. Kira draws on experience working for brands including Casper and The New Yorker.


Audio Engineer

As Incipia's audio engineer, Nico taps into a boundless creativity to produce custom music and sound effects based on the unique needs of each of Incipia's motion design projects. Nico draws on experience writing songs and playing in bands throughout his life as well as working in the music industry in Los Angeles.

To be Hired

Art Director

Do you have 1-3 years of experience in graphic or motion design as well as writing design briefs and managing designers for social media and digital advertising work?

Email to apply!

To be Hired

Marketing Strategist

Do you have 2-4 years of experience in digital advertising, a track record of success managing to deep-funnel KPIs, and an analytical mindset?

Email to apply!

To be Hired

Data Scientist

Do you have 2-5 years of experience in customizing statistical analyses to real-world contexts, with a knack for balancing both business priorities and pure methods of statistics and a willingness to constantly explore for the most optimal alternative for the question at hand?

Email to apply!

Full team bios coming soon!

Select Clients We've Helped

Incipia Blog

New to ASO, Apple Search Ads and Incipia? Start Here

Gabe Kwakyi | March 17, 2017

If you’re new to the Incipia blog, start by skimming this post. The Most Comprehensive ASO Resource: We wrote the book on Advanced ASO – everything you ever wanted to ...

The Latest Trends in App Store Optimization – Gabe Kwakyi and Steve Young

Gabe Kwakyi | December 1, 2018

Incipia’s Gabe Kwakyi and App Master’s Steve Young share their thoughts on the latest trends in app store optimization. That’s all for today! Thanks for reading ...

3 Considerations for Managing ASO A/B Testing

Gabe Kwakyi | November 26, 2018

The field of A/B testing (both the testing-first thought process and the actual statistic implementation of test management) has been a highly effective technique in the belts ...