Melissa Bohlsen

In your own words, what’s your role in the app business right now?

My role is helping mobile marketers see the potential beyond the big app stores. I’m passionate about showing them how to launch and market apps on alternative stores and directly with mobile OEMs. By doing this, they can reach millions of users they’d otherwise miss. I believe partnering with mobile OEMs should be a go-to strategy for any app marketer looking to expand their reach globally.

How did you end up working in apps? / get started?

Honestly, I got into apps by pure luck! I wanted to work in Berlin but was looking specifically for an international company with a global reach and diverse team. Coming from a deep tech start-up that eventually got sold, I knew I wanted to work with a more varied group of people and a broader scope. So, I applied for a Senior Marketing role at a company in the mobile marketing space.

Apps don’t have borders, and it’s interwoven into our industry that you collaborate with people worldwide, which was exactly what I was looking for.

That’s when I discovered my passion for mobile advertising and the power of apps to connect brands and users worldwide.

What are you most excited about in apps right now?

I’m particularly excited about the recent launch of the Digital Markets Act six months ago. It’s already beginning to shift the landscape by promoting a more balanced and opportunity-rich environment. In our industry, this has sparked positive momentum toward diversifying the market and allowing more companies the chance to grow meaningfully. I’m very interested to see how this unfolds and the opportunities it will create for a more equitable ecosystem.

What’s in your app tech stack?

I primarily work with our in-house tools and platform, tailored specifically to meet our project needs and workflows.

What do you like most about working in apps?

I love the international aspect of it. The app business is inherently global, allowing me to connect and collaborate with people from diverse cultures and backgrounds worldwide. It’s inspiring to be part of a field that crosses borders, bringing together unique perspectives that drive innovation. Additionally, the app industry is fast-paced and constantly evolving, which perfectly aligns with how I like to work. I thrive in an environment where there’s always something new to learn, adapt to, and improve, making every day exciting and challenging.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I’d like to see more emphasis on cross-app integration and interoperability. Right now, users often juggle multiple apps that don’t communicate well with each other, leading to fragmented experiences. There’s a massive opportunity for apps that seamlessly connect across platforms, allowing users to manage everything from personal tasks to professional projects in one cohesive flow.

If you weren’t working in apps what would you be doing?

Working as a marketing consultant.

iOS or Android?

Android.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I’m a big art lover, always up for exploring museums with my family or traveling to art fairs to catch what’s new and inspiring. I’m also on a constant quest to find the next best chef in town — good food is something I’m passionate about. And I love spending time outdoors with my kid, whether it’s teaching her to fly a kite in the Berlin breeze or just enjoying a laid-back afternoon in the park.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.