Responsibilities

• Lead the day-to-day ASO strategy and optimisation across the Apple App Store and Google Play Store.
• Own and optimise app store listings, including titles, subtitles, descriptions, keyword fields, screenshots, icons, preview videos, promotional content, and in-app events.
• Develop and manage a structured ASO testing roadmap, including metadata experiments, creative testing, keyword optimisation, and competitor analysis.
• Monitor and improve app store performance metrics including impressions, product page views, conversion rate, installs, rankings, ratings, reviews, and organic growth.
• Collaborate closely with analytics, product, creative, CRM, and performance marketing teams to turn insights into clear optimisation actions.
• Work alongside external ASO agencies or app growth partners, helping prioritise activity, review deliverables, and ensure high quality execution.
• Support the alignment between paid app store activity and organic ASO performance, including collaboration around Apple Search Ads.
• Provide regular reporting, analysis, and recommendations to internal and external stakeholders.
• Identify opportunities to improve app visibility, conversion, and downstream performance through continuous optimisation and experimentation.
• Present ASO insights, performance updates, and strategic recommendations clearly to both technical and non-technical stakeholders.

Requirements

• Proven experience in ASO, app growth, mobile marketing, or performance marketing, ideally within a consumer mobile app environment across both iOS and Android.
• Strong understanding of App Store and Google Play ranking factors, including keyword optimisation, metadata, category rankings, ratings and reviews, and conversion optimisation.
• Hands-on experience managing and optimising app store listings and creative assets.
• Experience developing and managing ASO testing roadmaps and experimentation frameworks.
• Knowledge of Apple Search Ads and the relationship between paid and organic app store performance.
• Experience working with or managing ASO agencies or external app growth partners.
• Strong analytical mindset with the ability to interpret performance data and translate findings into actionable recommendations.
• Comfortable collaborating cross-functionally with analytics, creative, product, CRM, and marketing teams.
• Excellent stakeholder management and communication skills.
• Highly organised, proactive, and able to manage multiple priorities in a fast-paced environment.

Preferred

• Experience with ASO platforms such as AppTweak, Sensor Tower, data.ai, AppFollow, MobileAction, or similar.
• Experience using analytics and reporting tools such as Looker, GA4, Firebase, Amplitude, AppsFlyer, Adjust, Tableau, or Google Sheets.