Sven has been working in the mobile industry since 2015, helping app publishers scale their apps. Over the years, he has launched more than 20 titles globally and worked with every major ad network, finding the right users for apps.
In your own words, what’s your role in the app business right now?
As an independent mobile growth consultant, I help app publishers reach their goals along the value chain — from the first ad impression down to converting free trials to paid users. When a metric is not improving, they call me.
How did you end up working in apps?
I started in 2015, right after my studies in marketing and economics. The app industry was growing at this point, and it was the right time to join, as this was the future of how people consumed media. I wanted to be part of this and learn everything that digital marketing had to offer.
What are you most excited about in apps right now?
AI is everywhere these days, and I think it will have a major impact on apps as well. I think that personalisation might be a big lever for apps and the whole industry. People might see tailored advertisements only for them in their onboarding experiences and in-app UI.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
There is not enough space in this field to name all of them. But let’s try.
Foremost, my wife, Kathrin. For believing in me and my ideas and giving me feedback.
Then there is Christian Twellmann who was my first boss in mobile. He gave me a real job when many others only wanted to hire me as an intern.
Jonas Thiemann who believed in my skills to run my first team, promoted me to Head of Marketing.
The first articles that I read about LTV, retention, and app marketing came from Eric Seufert and Thomas Petit.
When I switched from 9-5 to my consulting company, Marcus Burke helped me figure out my own way.
The Sentdex YouTube channel. In the beginning of my “learn to code journey” in 2017, I watched all of his Python tutorials. Having the skill to write code opened a lot of doors for me.
Anyone who is not fitting into this field, for giving me recommendations, feedback, and trust.
What’s in your app tech stack?
In my taskbar, I always have open VS Code, Teams, Slack, Figma, and the good old text editor to write down some quick ideas. I also use all of Google’s app (Gmail, Calendar, Docs, the lot). To work with clients, I use the store backends, ad networks, MMPs, and analytics providers.
What do you like most about working in apps?
The app business is usually quite tech-savvy and among the first to try new things out. Here, you don’t have to convince someone for a long time to test something that might bring you an uplift in conversion rates.
What one thing would you change about the app industry?
Quality over quantity. These days it is effortless to create ads and content with AI, but this will lead to a wave of rushed and low-quality advertisements. This is not efficient. Good user research and understanding of your core audience is never outdated.
Opportunity exists for all tools out there that are not just describing the status quo but actually give reasonable advice to help publishers reach the next level.
Every tool can show you your current app ranking, keyword volume, and number of launched ads… But what do you with this information? What is the next step for publishers? This is untapped. Even today.
If you weren’t working in apps what would you be doing?
Living on a farm with my family. 😊
iOS or Android?
iOS for the money. Android for the volume.
What apps have been most useful to you over the last year?
LinkedIn — my main channel to reach app publishers.
What’s on your Spotify playlist?
Everything 90s.
Any TV show recommendations?
The Office.
Is there anything else we should know about you?
I am always so happy when my son gets back from kindergarten and rings the bell like crazy.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
