CEDAR PARK, TX, September 14, 2026 /24-7PressRelease/ -- Shoham Lachkar has been included in Marquis Who's Who. As in all Marquis Who's Who biographical volumes, individuals profiled are selected on the basis of current reference value. Factors such as position, noteworthy accomplishments, visibility, and prominence in a field are all taken into account during the selection process.

Ms. Lachkar stands at the forefront of mobile growth and digital discoverability, bringing more than 15 years of experience across app store optimization, search engine optimization, organic growth and emerging artificial intelligence-driven discovery. Throughout her career, she has focused on understanding how consumers search for, evaluate and ultimately choose digital products, combining data, experimentation, creative strategy and consumer psychology to drive sustainable growth.

In 2026, Ms. Lachkar founded Appeak Pro LLC in Austin, Texas, a technology platform focused on helping mobile applications improve their visibility across traditional app stores and emerging AI-driven discovery channels. Through Appeak Pro, she leads product strategy, AI discoverability research and the development of technology designed to help publishers understand and improve how their apps are represented, surfaced and recommended across digital ecosystems.

Her work at Appeak Pro reflects what she views as the next evolution of organic discovery. As consumers increasingly turn to conversational AI platforms such as ChatGPT, Gemini and Claude to research products and request recommendations, Ms. Lachkar is exploring how app publishers can build stronger digital entities, content footprints and signals that improve their likelihood of being surfaced within AI-generated results. Her work combines traditional app store optimization with emerging approaches to AI visibility, content strategy and digital entity development.

Additionally, Ms. Lachkar serves as head of growth at Appspand in Austin, Texas, where she advises independent developers, startups and growing app publishers on mobile growth strategies. Her work includes app store preparation, metadata and keyword strategy, competitive research, conversion optimization and broader approaches to organic discoverability.

Before founding Appeak Pro, Ms. Lachkar spent five years at Zynga, part of Take-Two Interactive, where she served as director of app store optimization from 2021 to 2026. She considers building Zynga's global app store optimization function from the ground up among her most significant professional achievements. After relocating from Israel to the United States for the opportunity, she developed the team's operating model, hired and trained professionals across app store optimization, analytics and creative disciplines, established experimentation processes and integrated app store optimization more deeply with product, user acquisition, creative and analytics teams.

Her work at Zynga supported a portfolio of internationally recognized mobile titles, including Words With Friends, Zynga Poker, Harry Potter: Puzzles & Spells, Game of Thrones: Legends, NBA 2K and Star Wars: Hunters, among others. She led strategies encompassing metadata optimization, keyword growth, creative experimentation, storefront conversion and cross-functional organic growth initiatives.

Prior to joining Zynga, Ms. Lachkar served as director of app store optimization at SciPlay Corporation from 2019 to 2021, where she led initiatives designed to strengthen app visibility and organic growth across a competitive portfolio of mobile products. From 2017 to 2019, she served as head of app store optimization and marketing communications at Ilyon Dynamics, further developing her expertise in mobile discoverability, creative optimization and organic acquisition.

Earlier in her career, Ms. Lachkar served as director of app store optimization at Moburst from 2016 to 2017, where she led and supported app store optimization strategies for major global brands and mobile publishers. Her portfolio included eight Google applications, as well as Calm, Playtika and Reddit, providing her with experience optimizing products across technology, gaming, wellness and consumer platforms.

She previously held leadership positions at Treepodia, including chief operating officer and chief marketing officer, overseeing marketing and operations within a startup environment. From 2014 to 2016, Ms. Lachkar worked at Caesars Interactive Entertainment, where she led search engine optimization initiatives while expanding her expertise into app store optimization and mobile growth.

From 2010 to 2014, she worked at 888 Holdings in Israel in online marketing operations, with responsibilities spanning search engine optimization and emerging app store optimization practices. It was during her tenure at 888 Holdings that Ms. Lachkar first became involved in app store optimization. While supporting one of the company's early mobile application launches, she began studying how applications could improve their visibility within the newly developing app marketplaces. At the time, established ASO frameworks and tools were limited, requiring practitioners to develop methodologies through research, testing and experimentation. This experience ultimately helped define the direction of her career.

At the outset of her professional journey, Ms. Lachkar served as a security technology team leader with the Israel Airports Authority from 2004 to 2011.

Over the course of her career, Ms. Lachkar has contributed to the optimization and growth of more than 600 mobile applications and has helped digital products achieve leading search positions across thousands of relevant keywords. Her approach combines quantitative analysis with a deep understanding of consumer behavior, allowing her to examine not only where users search, but also what motivates them to choose one product over another.

Beyond her executive work, Ms. Lachkar contributes to the broader mobile growth industry through speaking, judging, mentoring and professional communities. She served as a judge for the 2025 Globee Awards for Impact and was named a Women of the Year finalist by the Mobile Growth Association in 2025. She also participates in professional marketing communities, including the CMO Council and ASO Stack, where she exchanges knowledge and insights with other industry professionals.

Ms. Lachkar was also part of the Zynga team behind the worldwide launch of Game of Thrones: Legends, which received the 2025 Pocket Gamer Mobile Games Award for Best Marketing Campaign. Her perspectives on mobile growth and app store optimization have appeared in Forbes, and publications including Benzinga, TechBullion and Markets Herald have also profiled her professional work.

As an industry speaker, Ms. Lachkar has shared her expertise at App Growth Summit events and at Google's Winning Apps event in 2023, where she spoke on strategies for mobile app growth and optimization. She has also contributed to other professional forums focused on app growth, organic discovery and mobile marketing.

Ms. Lachkar earned a Bachelor of Arts in media communications and psychology from The Open University of Israel in 2006. She attributes much of her professional success to the connection between human behavior and data. Her academic background in psychology helped shape an approach centered on understanding what users want, how they search and what influences their decisions when choosing among competing products.

She believes that successful growth strategies require more than technical optimization. Rather, marketers must combine data, experimentation, consumer psychology and creative thinking while remaining curious about changing user behaviors and emerging technologies. As a leader, she emphasizes developing people's individual strengths and encouraging teams to continuously experiment, learn and improve.

Reflecting on her career, Ms. Lachkar maintains that even exceptional products cannot reach their full potential without a strong understanding of the audiences they are designed to serve. For her, sustained growth comes from combining a compelling product with disciplined execution, continuous experimentation and a clear understanding of consumer intent.

In addition to her professional pursuits, Ms. Lachkar is a lifelong gaming enthusiast whose interests span board games, console and PC gaming, and mobile games. Outside of work, she prioritizes spending time with her family and friends.

Looking ahead, Ms. Lachkar plans to continue working at the intersection of organic growth, consumer discovery and emerging technology through Appeak Pro. She is particularly interested in helping define how applications and brands become discoverable in an AI-first world and developing technology that allows companies to better understand how AI systems identify, evaluate and recommend products.

She also intends to continue contributing to the broader industry through research, speaking engagements, judging opportunities and mentoring, while helping shape the next generation of strategies for app store optimization, organic growth and AI-driven discovery.

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