Interview with Elisa Lopez, UA Team Leader 

Meet Elisa, UA Team Leader at Addict Mobile. Since 2020, she’s been supporting her clients with both App and Web strategies, always with a performance-first mindset and an ability to adapt to the unique challenges of each channel. 

From strategic planning and project management to team leadership, Elisa navigates the many sides of her role every day. In this interview, she shares her vision of hybrid acquisition, the synergies between App and Web, and how she guides her team to success. 

What are your main responsibilities at Addict Mobile? 

As a UA Team Leader, my role covers a broad scope. First, I manage my team and support them across all ongoing projects. My focus is strongly on strategy and client relationships: making sure we’re making the right choices, building relevant recommendations, and staying aligned with our clients’ goals. I also stay involved in the operational side when needed. 

At the same time, I’m part of the Analytics team. When we’re in discussions with a prospect, I analyze their ad accounts and analytics tools to identify what value we can bring, and I prepare strategic recommendations along with a media plan. 

Lately, I’ve also been involved in RFPs. It’s a more in-depth exercise because it means responding to a detailed brief, understanding how Addict Mobile can meet all of the client’s needs, and the stakes are often high. It’s a real team effort, built together with leadership, the sales team, and other members from the ops and creative teams. 

You manage both App and Web campaigns: what are the main similarities and differences? 

Overall, the acquisition logic stays the same: it’s about strategy, account structure, bidding, tracking… But the real difference lies in the technical side. 

For App campaigns, everything usually goes through an MMP. Attribution is clearer across sources, the data is better structured, and you generally know what to expect. On the Web side, it’s more varied: setups differ a lot from one client to another, and we’re often limited by the tools, especially Google Analytics. Since it’s a solution heavily tied to the Google ecosystem, it quickly gets tricky when you need to track what’s happening outside of it, especially on social networks. That’s why we need to support clients differently when it comes to data and tracking. 

How does having both App and Web expertise help tailor strategies to each client’s needs? 

Having expertise in both App and Web gives us the flexibility to adapt to any scenario. Each client has specific goals, user journeys, and technical constraints. The key is to avoid working in silos and to build a performance-driven approach that makes sense for their business. 

• When the client needs to manage App and Web in parallel  

This is often the case with hybrid clients who operate both an app and a website. In those situations, we manage a single, consolidated budget, guided purely by performance. Regardless of the channel, we double down on what works best. 

This approach makes even more sense today, as tools are evolving: some MMPs now allow Web performance tracking, and Google Analytics has improved its ability to follow users across devices. With the rise of hybrid formats on the platforms, some campaigns can even leave it to the algorithm to decide whether to redirect users to the App or the Web, depending on their profile. 

In some cases, we also tailor campaigns to the funnel stage. For example, Web might be used to drive sign-ups, while the actual conversion happens in the App. 

• When the client shifts from one channel to another based on their goals 

Sometimes, a client that’s historically focused on Web decides to launch an App, or vice versa. In those cases, having experience on both sides brings real added value. 

For example, App tracking and reporting tend to be more reliable, especially with an MMP. If the client is very data-driven, I might recommend focusing on App for certain channels. On the other hand, Web allows for campaign types you can’t run on App, especially upper-funnel formats or activations on certain platforms. 

Having that global view makes it possible to build more balanced strategies, adapting each activation to the right channel, funnel stage, and objective. 

As a Team Leader, how do you support your team on a daily basis? 

I’m very present and available day to day to help remove any roadblocks. The goal is to give them autonomy while staying close. We organize regular check-ins to track project progress, make sure everything’s on track, challenge some approaches, and work together to find solutions to client issues. 

I always encourage them to think for themselves. When a problem comes up, I don’t give them the answer right away. We take the time to explore different options so they can test, find solutions on their own, and build their skills. 

It’s a mindset we really share at Addict: helping everyone grow continuously. The end goal is for each team member to become more independent… and eventually, for the student to surpass the teacher. 

What’s your favorite way to unwind after a long day? 

I switch into a different role! When I get home, I take care of my daughter. It’s not exactly a real break, but it’s definitely a shift. Going from dashboards to baby toys is a pretty effective way to switch worlds… and of course, no screens involved!