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Client and Team Map

Looking for a data-obsessed agency that has a track record of outperforming its peers?

Incipia is a full-service digital marketing strategy, media buying and creative agency that's always pursuing new techniques to improve our marketing results. We're also powered by Xyla: an analytics tool we built in-house that analyzes over $30 million in ad spend and 80 million organic installs a year.

Helping you be the inspiration

Our Work

We manage advertising (Facebook, Google, Apple, Snapchat, Twitter, Reddit, Tik Tok), creative production (static, video, HTML5, live shoots), and strategic ASO consulting (audits, reporting, keyword research, A/B testing, organic uplift, incrementality). 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 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 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.


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.


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.


Senior Marketing Associate

As a Senior Marketing Associate, Natalie plays a key role in Incipia's gaming account strategy and campaign management. 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.


Senior Marketing Associate

As a Senior Marketing Associate, Hannah provides key support for Incipia's advertising and creative clients, bringing a fine-tuned analytics approach to optimizing media spend across channels, targets, and creative. 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.


Marketing Associate

Devon supports Incipia's app store optimization strategists through industry and competitor research, as well as developing and executing comprehensive testing strategies. 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.


Marketing Associate

Erica supports Incipia's advertising strategists, executing against optimization calendars, implementing test plans, and assessing the performance of campaign, audience, and creative against client and internal goals. Erica's experience spans four years of running paid social and search campaigns, managing A/B testing, instrumenting analytics tools, and managing email marketing. For Erica, marketing is a large part of her personal and professional life, and she is even known to subscribe to email marketing campaigns or purposely be caught by retargeting campaigns in order to stay up on the latest trends!


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

Leif is the Full Stack Developer at Incipia and Xyla, 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 Xyla, leading optimizations to client and internal reporting and 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.


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.

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 ...

A First-Principles Approach to Growth

Gabe Kwakyi | September 25, 2019

This is a guest post by Matias Honorato, who is the Growth Manager at Tally, the first automated debt manager app. In 2013 he founded his own startup, SlidePick, to later move ...

5 App Store Optimization Topics That You Should Care About

Gabe Kwakyi | August 27, 2019

If you are managing an ASO strategy, then you probably have a lot on your plate between trying to figure out the latest algorithm changes, discussing the need for your ...