Annica Lin

Sr. Acquisition Manager

Q&A with Annica


Read Annica’s blog post where she shares real world, day-to-day tactics for improving mobile marketing campaign performance.


Annica currently works as a Sr. Acquisition Manager at Stash, a financial technology company aimed at simplifying micro-investing while teaching users about finance and investing. Annica grew up in Taiwan. After completing a Masters in Direct and Interactive Marketing from NYU, Annica entered the workforce, making her way up as a marketing director on Wall Street. Once exposed to digital media, she fell in love and never looked back.

In your own words, tell us about the app that you manage?

Stash empowers people to become investors, transforming what has typically been stressful and intimidating into something intuitive and simple.

What drove you to get started in mobile marketing?

In 2013 I quit my job as a stockbroker on Wall Street and moved to an advertising agency. At that time, mobile marketing was really new and different to me. Although mobile analytics were not very sophisticated, I was a big believer in the future of mobile.

What do you like most about mobile marketing?

Mobile marketing is disruptive and dominant. Mobile marketing is instant and exciting.

What does it take to succeed in mobile marketing?

Customer success. To succeed in mobile marketing is to ensure your product is there for your customers at the right time when they need it, providing a relevant experience throughout the entire customer journey.

Brand success. To succeed on mobile as a brand, marketers need to constantly test everything and measure as many metrics as possible. Those small % improvements will compound into tremendous success.

What does a quality mobile user look like to you?

A customer who installs the app, completes a registration and links a bank account within 24 hours. After that, the customer turns on Auto-Stash to continue investing automatically.

What strategies work best to convert installs into engaged users?

Our mission is to make investing simple and to educate our customers about investing along the way. Our signup process is simple and intuitive. We provide an extensive learning database for customers and suggest relevant investments. After that, we also do very well with pushing fun notifications to keep our customers engaged and entertained.

What have you done in the past year to help better monetize your app?

Investing in technology and people. We have a team of smart and creative people constantly challenging ourselves with continuous improvements.

What is the biggest challenge in marketing your apps?

Overcoming people’s fear of investing is by far the biggest challenge in marketing our app.

How do you stay ahead of changes in technology?

Reading industry news, participating in webinars and conferences, and networking with other UA managers keeps me ahead of changes in technology.

What do you see is the next big thing in mobile marketing?

The next big thing is definitely Artificial Intelligence (AI). AI makes mobile marketing smarter and sexier. Ideally, AI will be able to utilize big data to make smarter and faster optimizations for performance marketers across all devices and platforms.

Do you plan to run re-engagement campaigns in the next 12 months?

Yes, three flows: 1) re-engage with those who install but never complete a registration, 2) re-engage with those who complete a registration but never fund an account, and 3) Turn regular investors into Auto-Stashers.