Seasoned app marketing professional with a track record spanning global brands like Audible at Amazon, JOKR, and Tonsser. Over the years, Thomas has spearheaded growth strategies, managed diverse marketing, account management, and business development functions, and led international teams, emphasizing user acquisition, brand development, and market expansion.
His expertise lies in devising innovative app marketing strategies and implementing scalable processes to drive exponential growth in dynamic and competitive landscapes. He is obsessed with breaking the traditional digital marketing silos and pushing for more synergies between them. Thomas is a big believer in Product and Marketing working hand-in-hand to increase growth efficiency. In his spare time, he also acts as a mentor and speaker.
In your own words, what’s your role in the app business right now?
As the VP of Marketing & Growth at Tonsser, I’m instrumental in steering the company’s strategic vision by overseeing in-app and off-app user growth. My responsibilities extend across multifaceted marketing realms, from brand establishment to user acquisition, user engagement to product-led growth, content strategies to go-to-market initiatives. Additionally, I’m involved in the company’s management, team leadership, budgeting, and forecasting to ensure sustained growth and market relevance.
How did you end up working in apps? / get started?
My journey into the app industry began unexpectedly and fortuitously. Following my studies in Marketing and a master’s in Entrepreneurship and ICT (Information & Communication Technology) in Barcelona, I found myself drawn to the app landscape. My career kickstarted when I became the first employee at Headway Digital, an ad network functioning similarly as a performance agency for mobile apps. This opportunity found me somewhat by chance, as my wife and I decided to extend our stay in Barcelona for an additional year, leading me to discover and immerse myself in the dynamic world of mobile app marketing.
What are you most excited about in apps right now? (tech, trends, people, verticals)
The convergence of AI-driven personalization and the evolving user behaviour patterns is incredibly exciting. I’m particularly intrigued by the growing emphasis on user experience, community-driven apps, and the fusion of entertainment with educational content within various verticals. I am also really excited about the challenges that the current economic situation mixed with the privacy concerns are creating, and how marketers have to adapt and evolve to achieve their goals.
What other companies in the app space do you rate/ inspire you and why?
I admire Strava for their ingenious product-led growth strategy, seamlessly integrating user experience with organic growth. Additionally, the FPL (Fantasy Premier League) app has caught my attention for the remarkable ecosystem it has cultivated around the app’s usage, fostering a vibrant community and enhancing user engagement.
What do you like most about working in apps?
Several things actually! The dynamic nature of the app industry constantly challenges me to innovate and adapt. The rapid pace of technological advancements, coupled with the direct impact on users’ daily lives, drives my excitement for crafting marketing strategies that truly resonate and create meaningful connections, together with overcoming the challenges that changes bring.
What one thing would you change about the app industry / market?
I believe fostering greater transparency in data privacy and enhancing user trust should be a priority. Establishing clearer guidelines and ethical standards for data usage across apps could significantly improve user confidence and long-term relationships. On a more controversial note, I would love for marketers to live in a world where we would rely less on the “dictatorship” of the different social media/self-attributed networks.
Where do you think there’s an opportunity for apps / or unmet needs?
If I had the answer to that question I would probably be heading the company filling that need. 😃
But a few starting points could be:
- AI-powered personalized learning Apps: Tailoring educational content based on individual learning styles and progress, revolutionizing personalized learning experiences.
- Community-focused wellness apps: Building apps that merge fitness tracking with community support, fostering motivation and accountability among users.
- Virtual collaboration platforms: Developing immersive, user-friendly platforms that facilitate seamless remote collaboration and interaction beyond traditional video conferencing.
If you weren’t working in apps what would you be doing?
If my career path diverged from the app industry, I’d likely channel my passion for teaching into educational consultancy or coaching roles. Engaging with individuals or organizations, sharing insights, and guiding them toward achieving their goals would be deeply fulfilling. Leveraging my expertise to empower others in navigating the ever-evolving landscape of marketing and growth strategies would be an exciting endeavour.
iOS or Android?
It depends on the angle. I would say 50/50.
What app(s) have been most useful to you over the last year?
The one I am using the most is definitely WhatsApp. Having lived abroad for the last 11 years, it is the best one to stay in touch with friends and family. Otherwise, I couldn’t survive without Google Maps as I could get lost in my own flat.
What’s on your Spotify / Music party playlist?
I am a mood-related type of listener. For parties, I like a bit of electro but I am never against a 90’s playlist. I also enjoy a good, old-fashioned karaoke. Since I have a kid, my Spotify yearly wrap-up is unfortunately not around those two playlists.
Any Netflix/ TV show recommendations?
I really like Peaky Blinders and Vikings recently. Otherwise, Friends is always a good choice. I also like Netflix’s animal documentaries.
Is there anything else we should know about you?
I am the proud dad of a little boy. I have a dog who probably has the coolest name ever—Tupac. I love sports in general, but rugby and the Stade Toulousain come first. In my spare time, I like to cook, go for drinks with friends, and enjoy a nice family time.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
