We're experts at marketing apps


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

Incipia is a growth consultancy that leverages a unique, cross-functional expertise of marketing strategy, agile project management, and data analysis in order to build and scale successful marketing campaigns. Through our work creating, managing, and innovating on marketing strategies, we have built up a formidable expertise in marketing management and a deep knowledge of how today's algorithmically-driven auctions operate. Our approach is data-driven, and we have consistently proven KPI-validated ROI for our clients, from CPI, to CPA, to LTV, to ROAS.

Helping you be the inspiration

Our Work

A team dedicated to improving our craft, we take care to continually research the latest technologies, obsess over the quality of our work and perfect the techniques we use to craft high-performing marketing campaigns and statistical analysis to assess success. Visit our contact page to discuss how we can help you accomplish your mobile marketing goals.

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. Contact us at: careers@incipia.co


Co-Founder & CEO

Leading marketing and business development at Incipia, Gabe has a strength in planning and executing on marketing campaigns and business strategy. Gabe is also a co-founder in Incipia's partner company, Felix Automation, where his expertise informs the product roadmap. Prior to Incipia, Gabe managed digital marketing campaigns as a search advertising account manager at Microsoft Bing Ads, where Gabe worked with over 150 clients including Airbnb, the NHL and Spotify and managed annual ad budgets of over $21 million.


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.


Creative Strategist

As Incipia's creative strategist, Simon taps a decade of experience in managing mobile marketing campaigns. Simon's specialty is scaling campaigns through effective creative optimization.


Insights Manager Team Lead

As Incipia's Insights Manager team lead, Scott leads the team that assesses the success of Incipia's marketing strategies, from dashboard buildout, to regression analysis and other custom analyses. Scott also leads special projects such as LTV and regression analysis and the exploration of advanced analytical tools to give Incipia an edge in consistently meeting and exceeding client goals.


Project Manager

As Incipia's internal project manager, Cortney aligns resources to best meet client needs and ensures tasks and client deliverables are completed on-time and to satisfaction. Having managed projects at several different companies including HP, Cortney is experienced in setting goals and leading teams to achieve the right results.


Insights Manager

As an Insights Manager at Incipia, Hannah provides key support for Incipia's advertising 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, Excel 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.


Business Manager

As Incipia's business manager, Nikolai uses his knack for execution to ensure our teams are evaluated against internal and client scorecards and improvement plans are slated as appropriate. Well-versed in the field of project management, Nikolai is an Agile Certified Practitioner and Certified Scrum Master and runs internal project needs. Nikolai 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.


Marketing Associate

Natalie supports Incipia's marketing teams through ad operations, assisting with A/B testing, and helping with research and implementation. Since high school Natalie has been fascinated with how marketing can impact a business, and her passionate for combining data, digital and marketing communications has been solidified by over two years of professional work experience. Outside of Incipia, Natalie enjoys every last minute of her senior year in college, where days consist of class, binge watching Netflix with her roommates and spending time with friends.


Full Stack Developer

Leif is Felix Automation's full stack and lead Back End developer, 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.


Static Asset Designer

Mike designs static assets such as screenshots and Facebook banners, with a specialty in designing custom illustration, icon, and UI design.


Dynamic Asset Designer

Matjaz designs video assets such as App Store preview videos and Facebook videos, with a specialty in designing custom animations, 3D animations, and motion graphics.


Branding Designer

Javier is Incipia's new lead 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.



Amanda works on special development projects, contributing to Felix Automation's internal marketing technology stack.

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 ...

NEW Apple Search Ads 201: Value-Based Account Structure

Gabe Kwakyi | May 9, 2018

Today’s video is an overview of a new Apple Search Ads account structure that we have developed and recommend for optimal ROI. In summary: Use an exploration campaign to ...

Why Algorithmic Marketing is a Good Thing for Mobile Marketing

Gabe Kwakyi | May 5, 2018

This post is a summary of a presentation by Gabe Kwakyi at the 2018 App Growth Summit event in New York, NY. You can find the slides here. This post is part 1 and focuses on ...