App Industry Veteran Hawley Shpiro Joins SplitMetrics as Managing Director, Americas to Scale Its U.S. Enterprise Business

SplitMetrics Accelerates Expansion Beyond Gaming Into Fintech, Streaming, Crypto and Prediction Market Apps, Appoints Hawley Shpiro to Lead Americas Growth

First U.S.-Based Executive Leadership Hire Signals Company’s Push Into Enterprise App Growth Across North & South America

LOS ANGELES – SplitMetrics, a global mobile growth and app marketing company, today announced the appointment of Hawley Shpiro as Managing Director of the Americas, a newly created role and the company’s first executive leadership position based in the United States. With a growing team on the ground in the U.S., Shpiro will lead regional growth strategy, enterprise partnerships and agency relationships across North and South America.

The move reflects a broader shift in app marketing as acquisition spending increasingly moves beyond mobile gaming into fintech, streaming, crypto, prediction market and subscription-based apps.

Founded in Europe, SplitMetrics built its reputation supporting performance-driven app marketers in gaming and advanced app categories. The company has since evolved into a broader mobile marketing business, spanning multichannel user acquisition, creative optimization, app store optimization and expert services across Apple Ads, Google, Meta, TikTok and programmatic channels, while helping marketers use AI-powered tools to improve performance and efficiency. SplitMetrics manages more than $1 billion in annual ad spend globally, maintains a 90% customer retention rate and has been recognized by software review platform G2 as a “Momentum Leader” in mobile marketing for three consecutive years.

Current clients include DraftKings, Rappi, Glovo, FxPro and PlayStudios.

Shpiro joins SplitMetrics after serving as Head of U.S. App Sales at Skai, where she built the company’s Apps business in the U.S. from four clients to more than 35 enterprise accounts in less than three years, helping position Skai Apps as the leading Apple Search Ads CMP in 2023. More recently, she held app growth and go-to-market leadership roles at Voyantis, Mobile Action, and Luna by Unity, working across SaaS sales, performance marketing and customer growth strategies for brands including DoorDash, Starbucks, Coinbase, Microsoft, Square and Paramount Streaming. 

“Hawley brings one of the deepest backgrounds in the app growth industry across Apple Ads, enterprise SaaS sales and multichannel user acquisition,” said Max Kamenkov, CEO and co-founder of SplitMetrics. “She is uniquely positioned to help scale our business across the Americas, having previously helped build enterprise app growth businesses at several of the leading companies in the space. Hawley is also the only sales executive in the market to have worked across four Apple Ads CMPs, giving her unmatched perspective on how enterprise app marketers are evolving their acquisition strategies across Apple, Google and Meta.”

“Enterprise app marketers are looking for partners that can help them navigate performance, measurement, creative and acquisition strategy across multiple channels,” said Shpiro. “What attracted me to SplitMetrics is the company’s deep experience in app growth and its opportunity to expand that expertise across a much broader set of enterprise app categories.”

About SplitMetrics

SplitMetrics empowers mobile marketers worldwide by combining cutting-edge AI technology with extensive market intelligence and the strategic expert team. SplitMetrics provides solutions across automated App Store management, AI Agents for App Growth, A/B testing, and multichannel UA, managing over $1B in annual ad spend and serving 800+ global app businesses. With its proprietary AI models like Samba 3.0, SplitMetrics delivers up to 14x operational efficiency and an average 55% revenue uplift. Powered by a 160+ team across 20 countries, SplitMetrics is redefining how apps grow.

Interview with Hawley Shpiro

In this interview, Hawley shares why she believes mobile marketing is entering a major AI-driven shift, what enterprise marketers actually need from technology partners today, and why she sees SplitMetrics as the right partner for U.S. advertisers looking to scale across all channels.

1. Hawley, what made you choose SplitMetrics at this point in your career?

I didn’t join SplitMetrics because they are a leading app marketing platform. Everybody already knows SplitMetrics has a great reputation as an Apple Ads and ASO solution. What got my attention was the vision around mobile marketing technology.

I’ve worked with enough advertising platforms to spot the difference between companies that talk about innovation and companies that are actually investing in it. SplitMetrics is building its own technology, AI models, and infrastructure. I want to be part of something that makes a difference.

And honestly, timing matters too. This felt like the right opportunity at the right moment. I know it is cliche but I truly believe good things happen when you least expect it and that is exactly what happened with SplitMetrics. 

2. You’ve built and scaled app business units for other companies like Skai in the U.S. before. What expertise are you bringing to SplitMetrics?

My tech career started in 2009 when I moved to Israel and fell into the tech industry. I’ve worked for leading media and software companies in a variety of roles across sales, leadership and individual contributor roles. I joined Adquant in 2013 which was the most pivotal role and best decision in my career. I was the only seller for a SaaS company that later was acquired by Skai in 2014. 

I moved to the U.S. in 2018 to help grow Skai’s Apps business. At the time, we had just a few app clients in the U.S., and over time we scaled that to 30+ enterprise accounts across agencies and brands. We focused on understanding app marketers and earning trust with the teams we worked with.

I’ve worked with brands across streaming, fintech, QSRs, delivery, education and gaming  – companies like Google, DraftKings, DoorDash, Grammarly and McDonald’s. 

Up until 2018, I mostly worked directly with brands. Then, my perspective completely changed. I saw how much of the largest app spend was actually being influenced and managed through agencies, including companies like WPP, Publicis, and Omnicom. I started focusing more on agency relationships alongside direct enterprise work, and building strategies that reflected how budgets are actually controlled and optimized.

That experience naturally connects to SplitMetrics, especially in how the company works across both brands and the broader ecosystem around them. They needed to spice things up and bring an American Israeli who just moved back to California. 

3. Why is now the right moment for SplitMetrics to double down on the U.S. enterprise market?

Teams are under pressure to move faster, do more with less, and deal with more complexity across channels. AI is accelerating all of that. In that kind of environment, tools that only show performance or reporting aren’t enough anymore. The gap is really moving toward helping teams decide what to do next, not just what happened.

That’s why I think SplitMetrics has a real opportunity to make a difference in the U.S. right now, especially with enterprises. The first success with major brands like Rappi, DraftKings and Glovo is already there.

4. SplitMetrics is known for Apple Ads and ASO. You have already worked for 3 of their competitors. What convinced you there’s a bigger story here?

Modern mobile marketers care about creative, measurement, market intelligence, incrementality, AI, media mix, and performance efficiency. The companies that win are the ones helping marketers connect all of that together. 

That’s why AI Agents like SplitMetrics’ Iris is very interesting to me and is a game changer for the app industry. That’s a very different conversation than “we help you manage your ads.”

5. You’ve talked a lot about AI agents and automation. Where do you think this industry is going?

I think AI agents are going to become standard across every professional workflow, not just marketing. I already use AI tools every day in sales. Research, summaries, workflows, communication, preparation. Everybody does. And if they say they don’t, they probably will within six months. The same thing is happening in mobile marketing.

Marketers need tools and systems that help them understand competitors, market shifts, creative trends, channel performance, and where to move the budget next. 

The future isn’t humans versus AI, the future is people who know how to leverage AI versus people who don’t. And the companies that build practical AI for real customer benefit, not just buzzwords, are the ones that will win.

6. You’ll be working closely with Justin Trieu again. Why does that partnership work?

We complement each other. At Skai, I was leading the sales side for Skai apps and Justin was leading customer success. We had different perspectives, which is healthy, but we trusted each other completely. 

Justin comes from the advertiser side. He’s been in the trenches as a media buyer at companies like EA. Clients can trust him because he speaks their language.

I stayed close to the accounts I brought in, and Justin stayed involved in strategy and execution. Clients didn’t feel like they were being passed between teams, they felt like they had a consistent group supporting them. That dynamic is why it worked before, and it’s what we’re building on again.

7. What’s your philosophy on enterprise sales and growth?

Most software salespeople talk too much. Seriously. The best salespeople I know ask good open-ended questions, understand the client’s business deeply, and know when to shut up and listen. Too many people rely on scripts, outbound sequences, and ego. Enterprise relationships don’t work like that.

You earn trust by understanding the business problem better than anyone else in the room. That’s also why I don’t love the traditional “Account Executive” mentality. I think modern mobile growth sales teams need consultants and strategic advisors, not just closers.

To win, sales, marketing, product, partnerships, and customer success should operate as one revenue organization, not separate silos fighting each other internally. That’s another thing that excited me about SplitMetrics. All the people I’ve met so far truly build together and root for their clients. I guess there’s a reason why their customers stay on average for more than 5 years with them!

8. How do you see SplitMetrics standing out in the mobile marketing industry, given how competitive it is?

First, the company has credibility with being Apple Ads partner for 6+ years.

Second, the technology is being built by people who actually understand mobile marketers. A lot of SaaS companies build products in isolation from real workflows. Here, the product direction comes from understanding how marketers actually operate day to day, what their biggest pain points are.

Third, SplitMetrics is thinking beyond single-channel optimization. And finally, the company is investing in innovation. You see it in how quickly the company is evolving from a strong Apple Ads player into a broader mobile marketing technology company.

9. What should enterprise mobile marketers expect from SplitMetrics in the U.S.?

You’re going to see us a lot more and those who know me, know I am not quiet. But more importantly, enterprise marketers should expect a company that actually understands what they’re dealing with right now.

We already have the proven technology, results and reputation. Now it’s about scaling the relationships, the visibility, and the enterprise footprint the right way.