The gender gap in tech is gradually closing, and the mobile tech industry is doing its part to offer more leadership roles to women.
Aarki is passionate about strengthening women’s leadership and influence. Here we continue our series highlighting women in the mobile industry.
Milagros Pirali 
Growth Manager, Winclap
"If you really feel you want to do something, but you’re scared of giving the first step, do it with fear."
Q: Tell us about the work you and your organization do.
At Winclap our main goal is to empower marketers around the world, helping them and their companies to scale. We are a hard-working team of technologists, entrepreneurs and mobile app enthusiasts that help companies reach their growth goals. We work with mobile businesses around the world, building and running successful user acquisition, retention, and engagement strategies across several channels.
- There are several paid channels that you can use (depending on your app), social, search, programmatic, networks, on-device, influencers, etc. Always try to find new pockets of growth.
- Creatives are becoming the key lever for optimization, always A/B test new ones!
- Always keep in mind where your target audience is spending their time, and try to buy, build, or partner with that platform.
Q: What do you think would be the next big thing that will shape the mobile advertising industry after the privacy changes Apple will implement this quarter?
UA and re-engagement will become one thing with Apple’s change (Suppression lists won’t exist for UA, you won’t be able to target specific users in re-engagement). I believe that measuring true incremental impact will be really important and will move us away from attribution as we know it (since SKAdNetwork is limited in several aspects).
- Setting clear goals with partners and clients: Transparency is one of our most important core values. Setting clear and realistic goals is definitely a key point in the relationship.
- Working side by side with all teams: For a quick response to client’s needs, it’s essential for all growth managers to have excellent internal communication. Working together side by side with the product, marketing, and sales teams improves our ability to unlock growth.
- Test, test and test: It's very important for us to be data-driven for decision-making. With this in mind, we’re constantly A/B testing creatives, channels, and strategies in order to get as much information as possible.
Q: How do you see the role of women in the mobile advertising ecosystem? What changes do you want to see in the near future?
To be honest, I’m also kind of new to this ecosystem. Before working on Winclap, I’ve been in the app ecosystem, as a vendor of a popular mobility app.
When I first entered the mobile industry I noticed that several times when I met partners and clients, I was the only woman in the room. In the near future, I would love to see a better balance between women and men in this industry.
Q: Name the top three mobile apps you use daily.
I love Meditopia. This is my number one discovery since the quarantine began. I didn’t meditate before, but since I downloaded this app, this activity became one of my everyday habits. I love starting my day with this practice, it helps me set an intention for the day.
I must say I’m a big fan of TikTok myself. Not only for scrolling on the app, since I love the content the algorithm shows me, but I also use it as my channel to communicate my good habits. As a creator myself, I’m sharing my own discoveries with healthy habits since November, and have built a community of 31,000 followers. I’m so grateful for everyone who’s part of it, and I invite you to join too!
And last, but not least, I love Pinterest. This is my number one place to look for daily inspiration, and for making my vision boards.
Q: What cause/s are you most passionate about and why?
Over the last few years, I’ve been trying my best to move to a more eco-friendly living to take better care of this planet.
"It is possible to be eco-friendly in different areas of our lives with simple and small actions."
For example, instead of wrapping food with plastic film, replacing it with reusable bee paper; recycling; and other small actions we can include in our everyday life, that will definitely make the difference. Our earth is our home, and it’s our responsibility to keep it clean :)
Q: If you could have a meal with anyone (living or dead), who would you like to invite?
I have always been a big fan of movies, so if I had the chance I would like to have a meal with Meryl Streep. I used to study theatre myself when I was younger, and I have always admired her. I have lots of questions to ask her about her career and acting skills.
Q: Would you rather go back in the past, see the future, or be in the present, and why?I think, even if I got the chance, I would never go back to the past, nor see into the future. I prefer to live in the present and be surprised at what every day has to offer me. I believe the past has built the person I’m today, and the future will arrive as gift someday. So, my focus is living and enjoying the present.
Q: Can you share one of your most recent realizations that you’d want others to know?
If you really feel you want to do something, but you’re scared of giving the first step, do it with fear. I’d rather live with knowing that I made a mistake rather than not doing something! This has been one of my number one discoveries after quarantine in 2020. I decided to start at Winclap back then. I knew that I was taking a risk by changing jobs in the middle of so much uncertainty, but besides the fear, I took the chance of doing it, and I’m so grateful for that.
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