This may come as a shock but not every massive, successful, money-making app is in gaming, fintech, ride-hailing, or the metaverse. Today we chat with the CMO of a very different type of app: one that builds a digital layer to connect a pre-existing community and offers tools and commerce that make what they do better. What is it? Fishbrain connects 14 million fishers across the planet with tools, maps, social features, recommendations, and shopping. We chat with Lisa Kennelly, the CMO, who is building something amazing in a nontraditional (for mobile!) space. Lisa talks about acquisition channels, what’s delivering uplift, how Fishbrain keeps its marketing and ads fresh, and how they engage their users. Plus, we also get into Fishbrains expansion into commerce. Timestamps 0:00 Fish on the brain? 3:20 Growing a massive mobile community 4:40 Top channels for mobile growth 7:40 Adding social to your app 10:45 Mobile user retention 12:50 Adding mobile commerce to your app 18:20 Managing global growth from the USA 20:10 Cross-cultural growth teams 22:00 Top 3 tips for marketers in unconventional verticals