App Marketing Team Lead (all genders)

The role As Team Lead of App Marketing, you will take ownership of a critical execution function within the App Marketing team, leading a small team of Specialists across paid and organic app user acquisition globally. Your primary mission will be to drive channel performance across Apple Search Ads (ASA), Google App Campaigns (UAC), and paid social platforms — whilst developing your team and building the processes that make our app marketing operation more efficient and scalable. This is a role for someone ready to step up from expert individual contributor to first-line people leader. You will be accountable for results, energised by coaching others, and rigorous enough to hold the bar on data quality, testing discipline, and creative execution. Above all, we are looking for someone driven to make HelloFresh better. We firmly believe that skills are developed through diverse experiences and unique pathways. Therefore, even if your background doesn't "tick every box" but you are confident you would excel in this role, we strongly encourage you to apply and share your story with us. What you’ll do Lead and develop a team of App Marketing Specialists through regular 1:1s, performance feedback, and clear growth and development planning Own and optimise app user acquisition campaigns across ASA, Google UAC, Meta, and TikTok, ensuring KPI delivery and efficient budget pacing across markets Design and drive a structured testing framework, including A/B testing and audience segmentation across key performance metrics such as CPA, ROAS and retention, translating insights into scalable playbooks Partner closely with ASO, CRM, Brand, Product, Marketing Analytics, and AdTech teams to ensure an end-to-end seamless and data-driven user journey Ensure robust mobile attribution and tracking setups in collaboration with Tracking teams and MMP partners to maintain data integrity and optimisation capability Align and coordinate messaging across ad creatives and app store assets in close collaboration with Brand and performance channels Support the integration of app marketing data into Marketing Mix Modelling (MMM) and broader measurement frameworks in collaboration with Analytics teams Identify and resolve technical, tracking, or setup gaps impacting channel performance, while maintaining clear documentation, reporting dashboards, and operational workflows What you’ll bring 5–7 years of experience in digital marketing, including 2–3 years focused on mobile/app user acquisition in a B2C subscription or e-commerce environment Proven hands-on experience managing large-scale campaigns in Apple Search Ads and/or Google UAC, with familiarity in paid social channels such as Meta and TikTok Experience in team leadership or formal mentoring, with a strong ability to coach, develop and set high performance standards for direct reports Strong expertise in mobile measurement and attribution ecosystems (MMPs such as Adjust or AppsFlyer), including SKAN, ATT and troubleshooting Confident in working with BI and reporting tools (e.g., Looker, Tableau) and translating complex performance data into clear, actionable insights for technical and non-technical stakeholders Proven track record of building structured experimentation frameworks (A/B testing, incrementality) and turning insights into scalable, repeatable growth strategies Strong ownership mindset with the ability to drive results independently, proactively close performance gaps, and make data-driven decisions Excellent communication and stakeholder management skills, with the ability to align cross-functional teams, build trust, and operate effectively in ambiguous and fast-changing environments Preferred: experience with programmatic platforms (e.g., Liftoff, Moloco, Appier), ASO, Marketing Mix Modelling (MMM), and interest in automation or workflow optimisation tools What we offer Elevate your lifestyle! Join one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion. Immerse