Q&A with Gabriel “Gabs” Rubia
Ask ten account managers what “growth” means and you’ll get ten different answers. Gabriel Rubia’s version starts with knowing exactly where a client wants to end up, then reworking the plan the moment reality disagrees with it.
As Revenue Growth Lead in Client Success, Gabs sits at the point where long-term account strategy meets the day-to-day reality of scaling mobile OEM campaigns across markets. Originally from Brazil and based in Berlin for years, he brings a mix of warmth and data-driven instinct to a job that’s as much about people as it is about performance.
In this month’s edition of Meet the A-Team, Gabs talks about what makes the “AVOW magic” work, how cohort reporting has changed since his first crash-prone Excel file back in 2014, and why he’d rather build a baseline on proven OEM channels before exploring new ones.
1. As Revenue Growth Lead in Client Success, you bridge long-term strategy and rapid scaling. How would you describe the “AVOW magic” when helping mobile app clients expand their global footprint with OEMs?
Aside from the transparency we have with our clients, I believe the people at AVOW make a big difference. You can have the best technology in the world, but knowing how to use it to support each client’s goals is what makes it valuable.
Every client is supported by people with expertise in different areas, from the account manager and business partner to the media buyers and our tech team. Everyone brings a different perspective and contributes to the success of our campaigns. To me, the “AVOW magic” is how we bring that knowledge together to help clients grow, adapting our approach as they expand into new markets.
2. You’ve been in mobile marketing for a long time, through many industry shifts. How has the client growth playbook evolved over the years, and what’s your secret to staying ahead of the curve?
Over the years, the tools have become more sophisticated, and we have much more data to support our decisions. But understanding what to do with that information is still a big part of the job. Each client is at a different stage in their life cycle. Knowing the big picture and where they want to go is the first step to paving the road that will lead us there.
I have a plan for each client, but knowing when to change direction is fundamental. Experience helps me recognize patterns, but I also need to question my assumptions. What worked before won’t necessarily be the right answer today.
In an industry where things move so quickly, it’s important to take a step back, see the bigger picture, and understand when to react and when to give a strategy time to work. In mobile user acquisition, there’s no finishing line, only checkpoints that will validate that we are on the right track or push us to rethink the strategy.
3. You’re originally from Brazil but have lived in Berlin for a long time. How does combining that relationship-driven Brazilian warmth with Berlin’s fast-paced tech scene shape how you build client relationships?
I think the Brazilian warmth comes through in how I connect with people, while living and working in Berlin has shaped how direct I am in my communication. I like building relationships where we can have a good conversation, but also be honest about what is working and what needs to change.
I work with international clients across all continents. Every culture is different, but there’s one thing that is common to every advertiser: they all have goals. Everyone wants to excel at their job, show great results to their managers, and establish a long-term relationship with their partners. Understanding the person behind those goals is a big part of building that relationship.
Data is a big part of my day-to-day. The advantage of running campaigns across the globe is that I can bring what we learn in one region into another, while keeping in mind that every market has its own reality. However, I also trust my intuition a lot, especially when reading between the lines and talking with clients. Sometimes a conversation helps me understand a concern or a priority that wouldn’t be visible in a report.
4. Scaling revenue means balancing ambitious client goals with day-to-day campaign realities. How do you keep clients seeing strong ROI while pushing them into new OEM channels?
One of the key things is to understand the ideal scenario for each client and match that with the appropriate channel. Storytelling and transparency are very important factors when it comes to expanding to other OEM channels. Clients need to understand why we see an opportunity, how it connects to their goals, and what we need to test before scaling further.
Expanding also means understanding that what works in one market or channel won’t necessarily work in another. We bring our experience, but we also listen, learn, and adapt to each client’s reality. Having a baseline from proven channels helps us evaluate new opportunities and understand where it makes sense to invest more.
Close monitoring of performance and having dedicated teams of media buyers and media managers are essential to making this work. At AVOW, there’s a whole ecosystem behind every client. We keep their long-term goals in mind while following the day-to-day results, knowing when to push forward and when to adjust the strategy.
5. Growth metrics are pure numbers, but Client Success is all about people. How do you ensure long-term account growth feels like a true partnership rather than just hitting target numbers?
Account growth doesn’t mean a client will spend more every month forever. I like to take a more holistic approach and look at the health of the account, including the results, the communication, and the trust we build along the way. Sometimes being a good partner means recognizing that increasing spend isn’t the right next step. How we support clients in those moments is what makes a partnership last.
The beauty of Client Strategy is that we sit between our clients and our internal teams. We translate our clients’ needs into goals our teams can work towards, while helping clients understand the opportunities and limitations on our side. To me, a true partnership is when we can have those conversations openly and work towards something that makes sense for both sides.
6. Mobile Marketing is full of sudden shifts, from attribution changes to campaign pivots. What’s one industry trend you’ve grown to love, and one growth headache you wish you could automate away forever?
Oh, I love how cohort reporting has evolved within MMPs (Mobile Measurement Partners). I still remember my first cohort report back in 2014, dealing with a CSV file and crashing Excel whenever there was too much data in it. Nowadays, most of it can be done using a dashboard, and one doesn’t even need to download data anymore.
However, while data visualization has become a dream, end-of-month reconciliation can still be a nightmare. Advertisers use MMPs like AppsFlyer or Adjust for for attribution, but often rely on their internal BI systems to calculate revenue and LTV. We then have to reconcile what our network reports, what the MMP sees, and what their internal BI shows.
Those numbers don’t always match, and understanding the differences takes time. If I could automate one thing away, it would be the manual work of bringing those reports together and flagging discrepancies. That would give UA and finance teams more time to understand the results and decide what to do next.
7. If you weren’t driving revenue growth and client success for AVOW, what would be your “impossible” dream job?
When I was a kid, I wanted to be a teacher. I always liked the idea of helping people learn, understand something differently, and find their own way. Perhaps one day I’ll become an advisor or mentor. In a way, that part of me already comes through in what I do today.
I’m also interested in meditation, self-awareness, and how we take care of our mental health. So perhaps that dream would bring those interests together: helping people understand themselves better and find more balance in their lives. I don’t know exactly what that job would look like yet, but the idea of helping people grow has always been there.
“Lightning Round”
Aggressive trial-and-error scaling or hyper-calculated ROI growth?
Aggressive but calculated growth. Trial and error is part of the process, but I’m building long-term partnerships, so every test needs a purpose.
High-touch client presentation or real-time analytics dashboard?
Definitely a dashboard.
German filter coffee or a traditional Brazilian cafézinho?
Brazilian cafézinho, a nice slice of cake, and a good chat.
Exploring untapped OEM markets or doubling down on proven channels?
Use proven channels to create a baseline and explore untapped OEM markets to expand.
That last answer sums up Gabs’ whole approach: build the baseline first, then go find what’s next. Whether it’s translating a client’s goals into a growth plan or turning a decade of MMP evolution into an easier month-end close, he treats scaling as a relationship, not just a target to hit.
That’s the AVOW magic he keeps coming back to: technology only works when the right people are behind it. Check back next month for another seat at the table with the A-Team.
See how AVOW’s Client Success team has helped mobile app clients scale into new OEM channels → Read our success stories
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