This Q&A reflects Bruna's time as Head of Marketing at Hurb. Currently, Bruna is Head of Growth at iFood.
Bruna is the Head of Marketing at Hotel Urbano (Hurb), the leading online travel agency (OTA) in Brazil, based in Rio de Janeiro. She's had experience in many marketing channels, but found her passion for Mobile Marketing when leading the growth team that led Hurb's app to becoming their most important channel.
Read Bruna's latest article: "Women in Mobile: Bosses of the Industry – Bruna Amaya @ Hurb"
Our mission is to make travel easier, so we want to have an app that makes that possible. Our app is the closest connection we have to our users, so we value them a lot by offering exclusive deals and providing the best service and UX possible. More than being a demand-driven OTA, we inspire people with their next destination.
Mobile Marketing started for me when I was given the task at Hurb to build a team dedicated to growing our app. I knew nothing of mobile marketing back then so it was a huge challenge for me. Since that time, mobile marketing has become my passion.
What I like most is that everything is so dynamic and new. Creating acquisition, engagement and monetization strategies in an environment that changes so much forces you to try different things all the time, take risks and be in constant collaboration with your product team. I learn something new everyday. At Hurb, we like to say we are "the startup inside the startup" and that's why I like it so much.
Dedicate (a lot) more effort to your creatives.
Make sure the designers working on your creatives also understand and have access to all the performance data. It's important that they are curious enough to push their own A/B tests live and understand which of the creatives had the best performance.
Staying in constant contact with other marketers in the industry. One great way to do that is by attending industry conferences and meetups.