Phiture

At Phiture, we help companies to apply the Mobile Growth Stack to grow their mobile businesses.  Based in Berlin, Germany, we provide strategic consulting and hands-on help to businesses internationally.

Partner & Co-Founder

MobileGrowthStack.com

MobileGrowthStack.com is a resource for growth practitioners, startup founders, CMOs and marketers to learn about growth.  With guest articles from industry experts and staff writers who live & breathe growth, we provide high quality essays, how-to guides and information on all elements of the Mobile Growth Stack.

Editor

Job Pal

Working with the founders of this early-stage startup to assist with growth strategy and tactics.

Advisory Board Member (Growth Advisor)

SoundCloud

Set up and managed a cross-functional User Retention team at SoundCloud as part of the growth organization, comprised of developers, designers, growth marketers and data scientists.

Applied a data-driven approach to developing core growth + engagement.  Specific initiatives included:

- Built and deployed a real-time, multi-channel notification system (starting with mobile push notifications) to deliver relevant, timely and personalised notifications.  This initiative increased user retention by 5% in absolute terms within 3 months of rollout, reactivated millions of dormant users and increased engagement and app usage frequency.  

- Integrated a mobile marketing automation platform to deliver mobile push + in-app messaging, cross-platform notifications and lifecycle email campaigns.  

- Developed a mobile lifecycle program, including re-activation and adaptive on-boarding campaigns, increasing re-activation rate by 2.5% and D1 retention by 3% respectively in initial iterations.

- Implemented of a solid growth team process:  ran weekly growth meetings and increased iteration and cadence of experiments, codified learning, etc.

- Hired full-time team members.

- Generated revenue via referral links, becoming one of the teams in the company to generate inbound cashflows.

Senior PM: Growth (Retention Team Lead)

Leading an entrepreneurial, cross-functional team with a mission to develop, test and scale effective growth strategies in international markets.

New Markets Lead

Defining & implementing strategic mobile growth initiatives to build adoption and usage of SoundCloud on mobile devices.

Senior Growth Manager: Mobile

Defining and executing the growth marketing strategy for SoundCloud’s official mobile apps and HTML5 mobile site in all markets, regions and devices.

Planning and executing metrics-driven initiatives covering full lifecycle and funnel optimisation: from awareness and acquisition, engagement/retention through to monetisation.

Specific areas of influence include:

- App Store Distribution inc. Merchandising & App Store Optimisation
- Implementing and optimising up-sell and cross-sell
- Deep Linking
- Drip campaigns to boost engagement + retention
- Integrations with other platforms to boost reach and retention
- Partnerships & BD with current & future distribution partners in the mobile space
- Internationalisation
- Market analysis & opportunity evaluation:  new platforms, devices and market trends.

Mobile Growth Manager

LikedBy

Early stage startup developing a next-generation social recommendation platform.  Providing close support to many business functions inc. strategy, marketing and product.  Ownership of product roadmap, feature definition, metrics and user experience.

Interim COO

SponsorPay

Developing an end-user strategy for Europe's leading virtual currency monetisation provider.  Researching end-user loyalty and buyer behaviour in a performance advertising context, forming the basis of my MBA thesis.

Strategy Consultant / MBA Intern

Warwick Business School

Studied for the full-time MBA at WBS from Sep 2010 - Sep 2011.  

Studied with an international cohort of 65 from a broad cross-section of industries, sectors and business functions.  Studied  modules including economics, finance, marketing (specialisation), strategy (specialisation), entrepreneurship (specialisation), management accounting, operations, service management, organisational behaviour, modelling and analysis.

Undertook a consultancy project in the field of social/online games monetisation and virtual currency for a leading monetisation provider in Berlin.  The focus was marketing strategy.  My dissertation was based on this research, which studied many aspects of end-user behavior, attitudes, value-perceptions, customer satisfaction, loyalty, retention and profitability analysis.  I received a distinction for this project.

Dean's List x2 (award for outstanding academic performance)

Distinction grade was awarded for the overall MBA

Full Time MBA Student

Metaflow

Metaflow delivered an industry-wide solution to the fragmentation issues in the J2ME app ecosystem, working with mobile carriers and D2C channels globally to provide a content delivery platform for top-tier publishers such as EA Mobile, GLU Mobile, Indiagames, etc.

Sales engineering / consultancy, software development, product support, product management.

Technical Product Manager

Infospace IOMO Studio

Responsible for deployment of mobile games across EMEA region to carrier, aggregator and D2C channels, and for ensuring that the studio built and delivered content which met or exceeded customer requirements.

Deployment and Development Manager - EMEA

Owning customer commitments for games content distribution in Europe.  Launching our i-mode games channel with O2 in the UK.

Program Manager (Eastleigh Games Studio)

IOMO Limited

Developing games and mobile gaming technology in C++/Symbian and J2ME for mobile handsets.  Porting games to new devices and platforms.

Senior Game Developer

As the co-founder of Phiture, a leading mobile growth consultancy with a global footprint, I help companies drive measurable business impact through data-driven growth strategies. My team and I pioneered the Mobile Growth Stack framework, enabling brands to scale their mobile businesses effectively.

With an MBA and 25+ years in mobile, I have deep expertise in growth strategy, technology, and execution—spanning technical infrastructure, lifecycle marketing, and change management.

Before Phiture, I led growth at SoundCloud, increasing user retention by 20% through personalized, data-driven engagement. Earlier in my career, I helped shape the mobile gaming industry, developing one of the first arcade shoot-em-up games, Space Impact for the Nokia 3310.

🔹 Passionate about AI, growth, and building high-impact teams.
🔹 Always exploring the intersection of strategy, technology, and execution.

Let’s connect. 🚀

Taplio

Andy Carvell's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Andy Carvell's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Andy Carvell's Linkedin Analytics