App Marketing Team Lead

About 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.

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
• Identify and resolve technical, tracking, or setup gaps impacting channel performance, while maintaining clear documentation, reporting dashboards, and operational workflows

What you'll need

• 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
• Proven track record of building structured experimentation frameworks (A/B testing, incrementality) and turning insights into scalable, repeatable growth strategies

Nice to have

• Experience with programmatic platforms (e.g., Liftoff, Moloco, Appier), ASO, Marketing Mix Modelling (MMM), and interest in automation or workflow optimisation tools

What they offer

• Competitive compensation package with HelloFresh-subsidized Pension Scheme
• Berlin relocation support and hybrid working model
• Exclusive discounts on HelloFresh boxes and office meals
• Annual learning and development budget, German language learning, and HelloFresh Academy access
• Mental health support, transportation perks, 24/7 gym access, and sabbatical leave options