Appi Camper is an interview series that shines a spotlight on today's mobile elite, showcasing their expertise and knowledge. Growth leaders share trends, strategies to navigate the current market, tips to overcome present challenges, and how they approach these impacts to successfully emerge as an Appi Camper.

Spotlight with Lara Garit

Lara is Head of Partnerships at AppTweak, an App Store Acquisition platform. For six years at AppTweak, she has been supporting mobile marketing specialists to grow the visibility of their apps and games on the app stores. She is now focusing on building strong partnership relationships with amazing companies like You Appi!

How important do you think events are for the success and growth of your business? Do you think there is a major difference between in-person and virtual events?

Yes, events are key to AppTweak’s success and growth! I believe that the interactions and relationships that you build from an in-person event are completely different from what you could get from a virtual event. Still both formats are valuable! 

On the one hand, the in-person events allow us to connect much deeper with our customers and prospects. When meeting someone in person, we tend to be more focused on the moment and whether they take 5 minutes or a couple of hours with us, we can get a chance to know more personally people we would work with. We have also noticed some of our own customers becoming AppTweak’s ambassadors in front of our prospects. This tends to be more natural in person than online. Finally, these in-person events also allow our community to get to know each other. They can freely exchange on their experience, challenges and successes and learn from other specialists in the industry. 

On the other hand, virtual events are a great way to connect with a large number of people, at once, and from all around the globe. It creates opportunities to share knowledge with them, regardless of their location or time zone. They can simply connect on Zoom, or to a webinar. We get the chance to share our expertise and experience with them, we give them a space to ask their questions. However, we noticed a lower level of engagement and lack of context from who we are speaking with.

In other words, both in-person and virtual events are valuable and insightful for AppTweak and the attendees. However, they will serve a different purpose. Depending on your goal, you will favor one or the other.

What does 'diversity and inclusion' mean to you and your company? Are there any initiatives you’re particularly proud of?

Diversity and inclusion are at the heart of the company. This is something I could feel when we were a team of 8 people, and it is still true with 110+ employees, spread across 8 offices. Since day 1, the management team, and to a larger extent every single employee, has prioritized creating a safe and fulfilling work environment for everyone, regardless of where they come from and who they are. We want everyone to feel supported, safe and involved in the company and everyone can have an impact here. In our headquarters, we speak more than 16 languages and I love to hear two colleagues switching to their mother tongue around lunch or for a 1-on-1 meeting. 

I also feel that being a woman is never considered as a problem at AppTweak and it makes me very confident in the future. Today, 50% of women are in leadership roles at AppTweak. Also, I love to hear a new male employee who joined a couple of days ago telling us about his boyfriend at lunch. It tells me that he feels that he is in a safe environment to be fully himself. 

I also know that we should remain humble and keep learning about each other, our differences and how they make us great individuals. Such as cultural differences, we must bear in mind that our way of doing things isn’t the only way. We might have missed some opportunities to keep improving on diversity and inclusion. Staying critical and open-minded will allow us to keep growing as a company and as individuals.

What advice would you give to work best with other cultures and time zone challenges?

Working effectively with individuals from different cultures and navigating time zone challenges can be a complex yet rewarding experience. Here are a few tips to help you navigate this: Acknowledge cultural differences and learn about them: Understanding the cultural norms, values, and communication styles of the people you work with is essential. I would recommend investing time in learning about the cultures you'll be interacting with. There are a lot of great ressources out there. 

My personal favorite is The Culture Map. This is a framework developed by Erin Meyer that helps individuals understand cultural differences in the workplace. It provides valuable insights into how different cultures approach communication, hierarchy, decision-making, and more. You can read her book, some of her articles, or even watch some talks she did. The more you will know about cultural differences, the easier it will be to engage positively. 

Ask questions: Don't assume you understand everything about a culture. Instead, be proactive in asking questions. Seek clarification when something is unclear or ambiguous. This demonstrates your interest in understanding and respecting their culture. 

Be humble and open-minded: You should acknowledge that your way of doing things isn't the only way. You should be open to different perspectives and be willing to adapt. Build Relationships: it’s not only about getting to know about different cultures. It is first and foremost getting to know the people you work with. You should take the time to connect with your colleagues, partners, and customers and get to know them at a more personal level, show interest in their lives and experiences. Building trust can help bridge cultural gaps and improve collaboration. 

Be flexible while expressing what is important to you: Flexibility is crucial when working across time zones. You should be prepared to adjust your schedule to accommodate meetings or tasks when needed, while still being transparent about what works for you, and what doesn’t. You should also communicate clearly your working hours, time-off, and public holidays. 

In summary, working effectively with diverse cultures and managing time zone challenges requires a combination of cultural awareness, adaptability, effective communication, and respect. By following these guidelines and continuously learning and improving your cross-cultural skills, you can work better with your partners all around the globe.

What is your current office set up? What is the culture at your company surrounding “unplugging” from a WFH environment?

At AppTweak, we have a hybrid work policy. We spend 3 days minimum at the office, including Tuesdays and Thursdays for which everyone is at the office together. I like this framework, allowing us to combine busy days with some quiet time. At the office, we can meet everyone in person, have some brainstorming sessions without any screens, and connect properly with our colleagues. And the other days, whether you work at the office or from home, you can enjoy a quieter environment, ideal to focus on some tasks. 

And while working from home, we are highly encouraged to properly disconnect outside of working hours. As we have colleagues, customers, and partners all around the world, we might receive some messages at any time of the day (or the night). And despite this, our team is not expecting us to reply to an email or a Slack message if we are outside of working hours in our own time zone. By respecting each other’s schedule, we work better together!