Thomas began his career in 2012 in Berlin’s start-up ecosystem, working in performance marketing. He initially worked on online and web-based business models before expanding across multiple industries, including gaming, healthcare, travel, and finance. Over time, his focus increasingly shifted toward mobile-first and app-driven products.
In your own words, what’s your role in the app business right now?
I recently shifted from a performance marketing role to a martech role. Therefore, tracking and attribution are among my core responsibilities, but I do miss the campaign creation and optimisation part.
How did you end up working in apps?
I started working for a company with a web-based product, which did a re-launch along with a re-branding as a cross-platform, mobile-first product.
What are you most excited about in apps right now?
I obviously have to mention AI, both on the marketing channel side (fully automated campaigns), but also on my side as a marketer to come up with ideas and especially asset creation at scale.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
There is no particular person I want to shout out to, rather than a combination of every team member that I hired or boss that I had with their different personas, strengths, and weaknesses that I witnessed and tried to take away as a positive or negative example to grow on a personal and professional level.
What’s in your app tech stack?
I use AppsFlyer (MMP) on a daily basis. In addition, App Radar for App Store Optimisation and competitor research. I also use the Facebook Ads Library.
What do you like most about working in apps?
I like the closed ecosystem and especially the community. Even though you can easily find common ground based on the shared ecosystem, you’ll still find many different industries and business models.
What one thing would you change about the app industry?
Even though MMPs became a standard for tracking and attribution, the standard way of attribution is still largely based on the last-touchpoint. This could be improved.
If you weren’t working in apps what would you be doing?
I would probably work in a LeadGen business model, but still for a B2C company.
iOS or Android?
Android (both as a user and as a marketer).
What’s on your Spotify playlist?
Rock, Punk, Folk, Indie, and Singer/Songwriter.
Any TV show recommendations?
Extraordinary (not on Disney+), a great take on the superhero genre combined with some of the finest British humour.
Is there anything else we should know about you?
For one semester, I physically studied in two different countries on the same day.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
