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 as