Q&A with Esther
Esther Hwang was formerly Director of Growth at Poshmark, where she managed mobile marketing campaigns and tested new mobile and web channels. Esther collaborated with Engineering to automate data collection, run creative A/B and landing page tests, and integrate APIs of new growth channels. Prior to Poshmark, Esther worked at Zoosk and Adobe Systems.
In your own words, tell us about the app that you manage?
Poshmark is a mobile marketplace for fashion. In addition to the e-commerce component, there is also a social layer to our app where users can engage with each other via likes, shares, comments and offers.
What drove you to get started in mobile marketing?
I actually stumbled into mobile marketing. I started off in product marketing at a bigger, more established tech company. I was then offered an opportunity to work in digital marketing at a startup, and found that I liked the fast pace, immediate feedback and wealth of data that digital marketers got to work with.
What do you like most about mobile marketing?
It’s still a relatively emerging field. Mobile marketers are still figuring things out as we go. There’s always new channels and technologies emerging, and it’s exciting to discover new things that work and have a first-mover advantage.
What does it take to succeed in mobile marketing?
An analytical mindset. It’s necessary to be able to take in a massive amount of data and know how to ask the right questions, sort users into various and meaningful cohorts, understand marginal costs, find incremental improvements through constant iterations of tests, etc.
What does a quality mobile user look like to you?
A quality Poshmark user is someone who engages socially in the app, buys and/or lists items, and remains a part of the user community for a long period of time.
What strategies work best to convert installs into engaged users?
Having a consistent user journey is important for keeping users from dropping off. Your ads should be reflective of your app store page, which in turn needs to be reflective of your app’s sign up funnel, and so forth.
What have you done in the past year to help better monetize your app?
Investing in our in-house creative team has long been overlooked, and something we’re beginning to really invest in. Rather than outsourcing to an agency, it’s important to have a creative team dedicated to growth. This creative team should be involved in growth operations and informed of performance of their assets.
How do you stay ahead of changes in technology?
Talking to everyone. Talk to your little cousin about what social media apps he/she and their friends are using. Talk to peers in the industry about what seems to be working for them.
What do you see is the next big thing in mobile marketing?
I think there are lots of new small technologies on the horizon that, when combined, can advance the world of mobile marketing – advanced imagery tagging, natural language programming for social media bots, AI ad formats inside chats, etc.