{"id":5062,"date":"2024-04-30T19:53:00","date_gmt":"2024-04-30T19:53:00","guid":{"rendered":"https:\/\/apadmi.com\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/"},"modified":"2026-07-23T11:44:20","modified_gmt":"2026-07-23T11:44:20","slug":"apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions","status":"publish","type":"insight","link":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/","title":{"rendered":"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions"},"content":{"rendered":"\n\t
\n\t\t
\n\t\n\t\tApadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions\t<\/h1>\n\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n\n\t
\n\t\t\t<\/div>\n<\/div>\n\n\n\t
\n\t\t
\n\t\n\t\n\t\t\t

\n\t\t\tThanks to a period of tremendous growth and\u00a0external investment<\/a>, we recently\u00a0bolstered our senior leadership team<\/a>\u00a0to support further European expansion, and the search began for a new Chief Growth Officer to drive Apadmi forward.\t\t<\/p>\n\t\n\t\n\t

\n\t\t\n

\n\tWe are pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.<\/p>\n\n

\n\tMark has a wealth of experience with mobile at high-end retail brands, large consultancies and specialist advertising agencies. So what drew Mark into the world of mobile, what has he learnt on his journey so far, and what are his plans for Apadmi\u2019s growing roster of\u00a0clients<\/u><\/a>?<\/p>\n\n\n\tWelcome to the team, Mark! Tell us a bit about how you first became interested in tech and everything mobile?<\/h2>\n\n

\n\tI first really started observing tech trends in my early roles as the smartphone and the advent of the iPhone took everyone by surprise. Working in the first version of Digital OOH advertising at start-up CitySpace, there was a huge shift as clients began asking to move spend from traditional display advertisements in the street to mobile-focussed advertising with J2ME apps. <\/p>\n\n

\n\tThat transition into smartphones and mobile was very quick, and we all had to adapt swiftly to the new mobile world. That\u2019s when I began to understand the importance of keeping track of new technologies – if they emerge past you, you can find your business model in real trouble.<\/p>\n\n\n\tYou have worked with, and for, some of Europe\u2019s biggest retail and fashion brands – how did you see mobile impact these businesses?<\/h2>\n\n

\n\tMobile made a massive impact on all the businesses I was working with during my time at ThoughtWorks. As Head of Retail there for the European region, I had the opportunity to help brands such as JD Sports, Tesco, and Shop Direct build out their mobile experiences and online marketplace strategies. There was huge momentum behind mobile, and this is where my passion for delivering innovative digital experiences really started to grow. <\/p>\n\n

\n\tWhen I moved on to Yoox-Net-A-Porter Group, focussing on product and customer experience technology, less than 10% of Richemont Group sales were online, mainly through web\/desktop. There was a huge task to move customers online, and from desktop to mobile. <\/p>\n\n

\n\tWe started building mobile experiences that delivered better customer experiences – we quickly found that mobile delivered higher retention rate and higher purchasing frequency. Eventually, we got to the point where 70% of sales were through mobile, and apps became customers\u2019 preferred purchasing experiences.<\/p>\n\n\n\tWhat were some of the challenges of this huge, rapid shift to mobile for retail?<\/h2>\n\n

\n\tAt Yoox-Net-A-Porter Group, we had 25 different brands under our umbrella – the challenge was each of these brands had their own sense of identity. We had to shift our thinking from brand structure to product structure. By productising our approach, we were able to address this and allow mobile to become our anchor channel across our brands. <\/p>\n\n

\n\tAnother challenge was data – initially when moving customers over to mobile, you\u2019re more focussed on basic data capture to understand who your customers are, purchase frequency, basket sizes etc. But with one million repeat customers annually, billions of transactions, and twenty years worth of data, we were doing very little to fully harness this. <\/p>\n\n

\n\tTo tackle this, we started to introduce features to understand more about customer preferences, and this helped us set up a proper data team to build propensity models and more algorithmic ways to know when to notify customers about the latest products and when to send marketing communications. With time, we were able to become more data-driven, and this unlocked huge value for us, and our customers.<\/p>\n\n\n\tHow much experimentation were you able to implement, and why is experimentation so key for growth?<\/h2>\n\n

\n\tWe were lucky at Yoox-Net-A-Porter as the CEO loved tech and mobile, and was always keen to experiment further to explore new opportunities. In my third year there, I inherited the R&D team which allowed me to drive some of this experimentation myself. <\/p>\n\n

\n\tWe actually put experimentation platforms in place, allowing the team to do 100,000s of different experiments simultaneously across different brands and channels and to gather that data. This was really important to distil and assess data – we got really good at being able to do this at scale.<\/p>\n\n

\n\tThe team built models to understand customer behaviour – we wanted to see if we could mimic a personal shopper, could we give styling advice with data and technology? Although we got good at that, we didn\u2019t completely replace personal shoppers, but for those customers beginning to show propensity, we were using this to put the right products in front of them at the right time using AI, back in 2019 – before AI was really a thing!<\/p>\n\n

\n\tWithout this kind of experimentation, you really can\u2019t unlock the full potential of your business and your customers. Experimentation allows for innovation, and allows you to stay competitive in the market, it should be a non-negotiable for any brands and businesses that want to survive in the mobile world.<\/p>\n\n\n\tSo what will your role at Apadmi entail, and what projects are you diving into first?<\/h2>\n\n

\n\tI am delighted to be jumping in at this moment in time. Being \u2018back home\u2019 in Manchester for the first time in nearly 20 years in Apadmi HQ is fantastic. It is a blessing to be able to spend so much time with our teams here, but also in Amsterdam and Oslo as our presence grows on the European side of the business. I get a lot out of face-time – it is really important to me. I have joined a super ambitious team with big expansion plans, that really excites me.<\/p>\n\n

\n\tI knew instantly after meeting the leadership team, and our CEO\u00a0Garry Partington<\/a>, that Apadmi is the perfect fit for me. The brief is clear; grow the business, its people, our capabilities, our European footprint, and most importantly the relevant and valuable services we offer to our clients to create even better mobile experiences for their customers. We are on the cusp of another transformational shift with AI on the device, AI freely accessible in the cloud. It\u2019s our job now to guide clients through this to help shape the next generation of mobile experience (MX) that brings this all together.<\/p>\n\n

\n\tWith such a strong reputation for doing this already through previous mobile shifts, Apadmi is perfectly placed to achieve this. With so many iconic and household names, as well as many break-through \u2018innovators\u2019, in our\u00a0existing client portfolio<\/a>\u00a0we are already a trusted delivery partner – at scale and in a distinctive and assured approach. We are looking forward to adding many more as we expand across Europe. We are building on all of this with the launch of our Apadmi MX model to provide\u00a0strategy<\/a>,\u00a0product<\/a>,\u00a0design<\/a>,\u00a0build<\/a>,\u00a0optimise<\/a>, and\u00a0innovate <\/a>services to ensure that where business models meet mobile, meet AI, we are the go-to partner for our clients.<\/p>\n\n\n\tWhat\u2019s exciting to you about joining back on the consultancy side at Apadmi?<\/h2>\n\n

\n\tMobile, digital experiences are a passion for me, and I have an affinity with others with the same passion – so naturally I feel very at home at Apadmi, surrounded by those with similar focus and goals. <\/p>\n\n

\n\tPeople at Apadmi<\/a>\u00a0understand and appreciate the importance of understanding emerging tech, and are constantly inquisitive when it comes to extracting value from this tech for our clients, their businesses and their customers. There\u2019s a huge opportunity here.<\/p>\n\n

\n\tI\u2019m excited to explore more; are we approaching zero-interface models where experiences are prompts such as a voice? Or do we need to rethink navigation and re-design app experience because we\u2019ve got different interfaces available to us on the cloud and in-device?<\/p>\n\n

\n\tFor me, it\u2019s fascinating to have the chance to innovate in this next wave of mobile.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n\n\t

\n\t\t\n\t\n\t
\n\t\t\n\t\t
\n\t\t\t\n\t\t\t\tLet\u2019s build what\u2019s next<\/span>\n\tLet\u2019s build what\u2019s next<\/span>\t\t\t<\/h2>\n\n\t\t\t\t\t\t\t

\n\t\t\t\t\tWe work with ambitious organisations to design, build, and scale digital products that solve real problems, improve customer experiences, and deliver measurable impact.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\n\n\t\t\n\t\n\t\n\t\tContact us\t<\/span>\n\n\t<\/a>\t<\/div>\n<\/div>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":9,"featured_media":1025,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","footnotes":""},"class_list":["post-5062","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nApadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions – Apadmi<\/title>\n<meta name=\"description\" content=\"We\u2019re pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions – Apadmi\" \/>\n<meta property=\"og:description\" content=\"We\u2019re pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/\" \/>\n<meta property=\"og:site_name\" content=\"Apadmi\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-23T11:44:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/apadmi.com\/uploads\/2026\/07\/abstract-orange-building.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/\",\"url\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/\",\"name\":\"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions – Apadmi\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/apadmi.com\\\/uploads\\\/2026\\\/07\\\/abstract-orange-building.webp\",\"datePublished\":\"2024-04-30T19:53:00+00:00\",\"dateModified\":\"2026-07-23T11:44:20+00:00\",\"description\":\"We\u2019re pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/#breadcrumb\"},\"inLanguage\":\"en-NL\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-NL\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/#primaryimage\",\"url\":\"https:\\\/\\\/apadmi.com\\\/uploads\\\/2026\\\/07\\\/abstract-orange-building.webp\",\"contentUrl\":\"https:\\\/\\\/apadmi.com\\\/uploads\\\/2026\\\/07\\\/abstract-orange-building.webp\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/#website\",\"url\":\"https:\\\/\\\/www.apadmi.com\\\/\",\"name\":\"Apadmi\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.apadmi.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-NL\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/#organization\",\"name\":\"Apadmi\",\"url\":\"https:\\\/\\\/www.apadmi.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-NL\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"\",\"contentUrl\":\"\",\"caption\":\"Apadmi\"},\"image\":{\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions – Apadmi","description":"We\u2019re pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/","og_locale":"en_US","og_type":"article","og_title":"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions – Apadmi","og_description":"We\u2019re pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.","og_url":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/","og_site_name":"Apadmi","article_modified_time":"2026-07-23T11:44:20+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/apadmi.com\/uploads\/2026\/07\/abstract-orange-building.webp","type":"image\/webp"}],"twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/","url":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/","name":"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions – Apadmi","isPartOf":{"@id":"https:\/\/www.apadmi.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/#primaryimage"},"image":{"@id":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/#primaryimage"},"thumbnailUrl":"https:\/\/apadmi.com\/uploads\/2026\/07\/abstract-orange-building.webp","datePublished":"2024-04-30T19:53:00+00:00","dateModified":"2026-07-23T11:44:20+00:00","description":"We\u2019re pleased to announce that as of August 1st, Mark Collin officially steps up to the role to lead the charge in crafting next-generation mobile experiences for major brands and businesses.","breadcrumb":{"@id":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/#breadcrumb"},"inLanguage":"en-NL","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/"]}]},{"@type":"ImageObject","inLanguage":"en-NL","@id":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/#primaryimage","url":"https:\/\/apadmi.com\/uploads\/2026\/07\/abstract-orange-building.webp","contentUrl":"https:\/\/apadmi.com\/uploads\/2026\/07\/abstract-orange-building.webp","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/www.apadmi.com\/en-nl\/insights\/apadmis-new-chief-growth-officer-shares-mobile-experience-and-ambitions\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.apadmi.com\/en-nl\/"},{"@type":"ListItem","position":2,"name":"Apadmi\u2019s new Chief Growth Officer shares mobile experience and ambitions"}]},{"@type":"WebSite","@id":"https:\/\/www.apadmi.com\/#website","url":"https:\/\/www.apadmi.com\/","name":"Apadmi","description":"","publisher":{"@id":"https:\/\/www.apadmi.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.apadmi.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-NL"},{"@type":"Organization","@id":"https:\/\/www.apadmi.com\/#organization","name":"Apadmi","url":"https:\/\/www.apadmi.com\/","logo":{"@type":"ImageObject","inLanguage":"en-NL","@id":"https:\/\/www.apadmi.com\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"Apadmi"},"image":{"@id":"https:\/\/www.apadmi.com\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/insight\/5062","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/types\/insight"}],"author":[{"embeddable":true,"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":3,"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/insight\/5062\/revisions"}],"predecessor-version":[{"id":6779,"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/insight\/5062\/revisions\/6779"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/media\/1025"}],"wp:attachment":[{"href":"https:\/\/www.apadmi.com\/en-nl\/wp-json\/wp\/v2\/media?parent=5062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}