Tobias is the Head of CRM at Delivery Hero for the company’s European market. He is currently leading a team of 5 amazing specialists and together they’re improving their customer experience and CLV. After finishing school, Tobias found his passion for marketing and studied Business Administration in Cologne and Aachen. After he finished his master’s he got the chance to work for a startup in Berlin. Now he has been living there for 7 years.

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

My role right now is to increase customer engagement within the app, the frequency, and the basket value of our customers. Not only through emails and push notifications but also through in-app games.

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

Fortunately, I got approached by Delivery Hero and got the opportunity to work for multiple apps across many different countries. It wasn’t planned, but I love it!

What are you most excited about in apps right now? (tech, trends, people, verticals)

The diversity and the fast pace. Many interesting people with different backgrounds work in the app industry and the fast pace of the industry forces innovation at a high speed.

What other companies in the app space do you rate/ inspire you and why?

There are many cool apps out there. I love the Headspace app not only because of its functionality and purpose but also the design and the user-friendly look. For work, I’m always checking out the Uber Eats app. They have many cool ideas for user retention.

What do you like most about working in apps?

Apps are always changing. There are always new developments, new phones, new updates, and evolving user behaviors. I think it’s amazing to navigate through those changes. It never gets boring!

What one thing would you change about the app industry / market?

I think there are too many apps out there that don’t take data privacy seriously enough. There should be stricter rules and more quality insurance. Especially to protect younger audiences.

Where do you think there’s an opportunity for apps / or unmet needs?

There will always be an opportunity for apps as long as humans exist. I think with the help of AI, there will be many new apps entering the market and existing apps will be even better and more personal. I think we’ll move to more fluid interfaces that are tailored to the user.

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

If I weren’t working in the tech industry, I’d probably work in the sports industry. My goal as a student was to become a personal trainer.

iOS or Android?


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

Uber and Things

What’s on your Spotify / Music party playlist?

Mostly EDM, but also hip-hop and German rap.

Any Netflix/ TV show recommendations?

Any series with serial killers and good dialogues (not sure what this says about me). I loved “Mindhunters”, “The Sinner” and “In with the Devil”

Is there anything else we should know about you?

I picked up running as a hobby during Covid, ran my first marathon this year, and already signed up for another one!

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