Looking for a data-obsessed, cross-functional performance marketing team?

Incipia is a full-service mobile app marketing strategy, analytics and creative agency that's always pursuing new techniques to improve our clients' results. We're also powered by our engineering team and product, Xyla: a reporting & analytics tool built by marketers, for marketers.

Helping you be the inspiration

Our Work

Our work covers management of advertising channels such as Facebook, Google, Apple, Snapchat, and others, own creative production, and provide analytics consulting (organic uplift, LTV analysis, cashflow modeling, etc.). Email projects@incipia.co to learn more about working with us.

Our Work

Who We've Helped

"Working with Incipia to manage and optimize our campaigns enabled us to focus on our product and grow our broader marketing effort."

Client: PeopleFun

"It feels like Incipia is another member of my team, not a third party."

Client: Canva

"Incipia is unique in the agency model by nature of its insatiable appetite for data and its willingness to meet & honor KPI goals above all else. Incipia is an honest, client-focused firm that has consistently achieved results for us."

Client: Candywriter

"[Incipia] completely overhauled our Apple and Google search accounts, leading to a 3x increase in scale while improving efficiency"

Client: Peloton

"In the past we had never been impressed with 3rd party creatives, but this is some of the best creative we’ve ever seen."

Client: Bird

Our Services


Incipia marketers are KPI-focused mobile app user acquisition specialists who have built, scaled and evolved mobile app advertising campaigns that drive significant bottom-line business impact for client businesses.


Incipia creatives include mobile format-fluent art directors, motion and graphic specialists who have spearheaded and produced creative campaigns that concisely convey marketing messages with style and have wowed both marketers and brand leads alike.


Incipia analysts are well-versed in applying statistical methods of analysis to addressing business questions and have helped to refine the way clients determine marketing KPIs, unlocking material, incremental budget allocations along the way.


Xyla engineers are technical experts who are adept at synthesizing reporting & analytics needs into roadmaps and executing against those roadmaps to build enablement tools that power the data-driven decisions made by Incipia's team and clients.

Who We Are

Established 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: careers@incipia.co 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 Co-Founder and CEO of Incipia's partner company, Xyla, where his expertise informs the product roadmap.


Co-Founder & CTO

Greg leads development operations at Incipia and also helms Incipia's partner company, Xyla. 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 Xyla, 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.


Managing Director

As Incipia's managing director, Nikolai manages the day-to-day operations of the company, leveraging 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 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 Xyla, 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 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, Xyla.


Marketing Manager

As Incipia's Marketing Manager, Hannah manages the marketing team at Incipia. Hannah also leads cross-channel advertising strategy for non-gaming clients, maintaining a balance between scale and efficiency against client KPIs. Through years of experience working at Universal McCann on the Nationwide business as both a Media Planner and Analyst, Hannah brings a unique knowledge of activation, optimization, and strategy across multiple partners and campaign types. Hannah's motivation to create a team environment where individuals continually strive to become better, while retaining a focus on collaborative compliments Incipia's culture well.


Senior Art Director

As a Senior Art Director at Incipia, Victoria manages designers and creative production for advertising clients, distilling client feedback and goals, research, and marketing signals into succinct creative briefs aimed at stopping thumbs and invoking action. Victoria's background in illustration, combined with experience as a marketing designer for mobile app, Mango Health underpin Victoria's diversity of digital design knowledge, including UX/UI, ads, and emails. Her passion for design is fuel in Incipia's fire to become a thought leader in the creative industry, and a consultancy renown for its novel and data-driven approach to marketing design.


Art Director

As an Art Director at Incipia, 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.


Marketing Strategist, Non-Gaming

As a non-gaming Marketing Strategist at Incipia Evan owns client goals, channel opportunities, and historic performance, creating and leading the execution of optimization plans for non-gaming clients. Prior to Incipia Evan worked for iProspect on a team that developed and managed the marketing campaigns for General Motor’s non-divisional businesses. Overall, Evan looks forward to developing as a strategist at Incipia and a thought leader in the wider marketing industry.


Marketing Strategist, Gaming

As a Marketing Strategist specializing in gaming, Natalie owns marketing strategy and campaign management for Incipia's gaming clients. With a diverse set of mobile experience spanning ASO, A/B testing, paid marketing, and analytics, Natalie brings creative ideas to discussions, planning sessions and implementation. For years Natalie has been fascinated with understanding how marketing can impact a business and has a passionate for combining data, digital and communications-thinking.


Marketing Strategist, Non-Gaming

As a Marketing Strategist at Incipia, Karran owns the development, execution and optimization of marketing campaigns against client goals. Karran brings years of digital marketing and mobile marketing leadership across a multitude of specialties, products, and capacities.


Senior Marketing Associate, Non-Gaming

As a Senior Marketing Associate specializing in non-gaming, Rebecca supports marketing strategy and campaign management for Incipia's non-gaming clients. Prior to Incipia, Rebecca worked at iProspect, specializing in paid social and strategic planning for media buys.


Creative Producer

As Incipia's creative producer, Devon instills organization into the team's processes and plays a central role in managing the creative team's workload. Devon's guidance facilitates the flow of creative feedback and deliverables, and ensures that assets are delivered to specification and schedule. 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.


Senior Motion Designer

Chris brings a senior designer's expertise to team Incipia, having spent years polishing his craft of technical motion and custom animation design skills, as well as 3D, in the freelance world with clients including large automakers and sports networks. Chris's work leaves a lasting impression from first glance, and Incipia's clients tout Chris's work as some of the best they have ever seen.


Motion Designer

Martina supports Incipia's advertising and creative clients in producing motion assets layered with purposeful animations, and working with Incipia's marketing and insights teams to iterate on successful creative concepts. With a natural touch, Martina is able to bring any design to life, from a simple shape to a full character. In Martina's creative hands, anything can have a personality! Martina's experiences working in commercial as well as 2D animation for brands including Vonage and Culturelle help her to bring to life what clients are looking for.


Junior Art Director

As a Junior Art Director at Incipia, Zach is responsible for concepting, production and iteration of creatives for clients. Zach's work draws upon his background in illustration, graphic design and experiences working for companies such as Quicken Loans.


Senior Data Analyst

As Incipia's Senior Data Analyst, Marina applies creative and analytical thinking to build custom reporting in Xyla using advanced analytic tools such as Python and SQL. With an undergraduate degree in mathematics and a Master's Degree in Applied Mathematics, Marina is passionate about deriving insights from data exploration, manipulation, and visualization to create cohesive, data-driven decisions that enhance customer experiences. Marina's experiences span healthcare as well as retail analytics consulting, where she leveraged data to address business questions such as prospecting the optimal customer targeting mix for marketing campaigns while analyzing the incrementality of marketing activities for effective budget prioritization.


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.


Delivery Lead

As a Delivery Lead for Incipia and Xyla, Jacob helps to prioritize the team's development backlog based on customer needs. Prior roles working at mobile ordering firm, LevelUp and Quicken Loans empower Jacob's work at Incipia and Xyla with a valuable set of experiences in business research, data visualization, and communication to key stakeholders.


Full Stack Developer

As a Full Stack Developer at Incipia and Xyla, Leif powers 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.


Full Stack Developer

As a Full Stack Developer at Xyla, Mike builds out apps for client and internal reporting, refactoring the way that data is presented, consumed, and transformed into actionable insights. Prior to Xyla, 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.


Product Designer

As Xyla's product designer, Kelly owns the pivotal task of imagining the optimal user experience for delivering the next-generation of mobile marketing reporting & analytics. Kelly's background includes years of interaction design experience and a highly analytical and creative focus.


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.

Who 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 Top 4 2020 Mobile Marketing Trends and Tectonic Plates

Gabe Kwakyi | March 10, 2020

The new decade is off to the races, and the world of mobile marketing continues to evolve through an never-ending series of headwinds and tailwinds. Here are a few of the ...

Announcing Xyla: a New Marketing Intelligence Platform

Daniel Zaharia | February 21, 2020

We are excited to announce the launch of Xyla, a new marketing intelligence platform that helps marketers make better decisions that drive better results. Xyla was created ...