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Job Description
APP STORE OPTIMIZATION
- Own all store listing metadata across iOS and Google Play: titles, descriptions, keyword fields, and changelogs.
- Conduct keyword research, gap analysis, and ranking tracking (App-Tweak, Sensor Tower, AppStore Spy, Mobile Action, or equivalent).
- Plan and execute A/B tests on store creatives, icons, screenshots, feature graphics, and preview videos.
- Report weekly on ASO metrics: keyword rankings, impressions, CVR, install volume by source, and ratings.
- Manage store listing localization across priority markets.
- Align listing updates with game events, version releases, and UA pushes.
- Run competitive ASO audits and share findings with the UA lead and product team.
- Document all ASO experiments, changes, and results.
- Support UA managers with data pulls, performance reporting, and post-analysis across Meta, Google UAC, TikTok, and Apple Search Ads.
- Brief and review creative assets using store and ad performance data.
- Help maintain attribution and analytics dashboards (AppsFlyer, Adjust, or Singular).
- Prepare weekly UA summaries, decks, and data exports for team reviews.
- Coordinate between UA, product, and live-ops to keep store presence aligned with in-game content.
- Flag shifts in CPI, CVR, or ROAS to the UA lead.
- Support the monetisation team with IAP performance analysis: revenue per user, offer conversion rates, and purchase funnel drop-off.
- Track and report on ARPU, ARPPU, LTV estimates, payer conversion rate, and revenue by cohort.
- Pull and organize store revenue data from App Store Connect and Google Play Console for monetisation reporting.
- Ensure UA and ASO activities are coordinated with active monetisation events, LTOs, and seasonal promotions.
- Flag revenue or payer anomalies and surface them to the relevant lead with supporting data.
- 0–3 years of hands-on experience in mobile ASO, mobile marketing, or a UA-adjacent role.
- Demonstrable experience managing store listings on both iOS App Store and Google Play.
- Working knowledge of at least one ASO tool: AppTweak, Sensor Tower, AppStore Spy, or equivalent.
- Familiarity with mobile attribution platforms: AppsFlyer, Adjust, or Singular.
- Strong analytical skills; able to interpret performance data and draw conclusions independently.
- Proficiency in Excel or Google Sheets for data analysis and reporting.
- Understanding of the mobile install funnel: impression → store page view → install → D1/D7/D30 retention.
- Ability to manage multiple workstreams simultaneously with attention to detail.
- Experience in the mobile gaming industry (casual, mid-core, or hypercasual).
- Hands-on experience running or supporting paid UA campaigns on Meta Ads or Google UAC.
- Knowledge of creative testing methodologies for mobile advertising.
- Experience managing ASO across multiple titles or in a multi-genre portfolio.
- Familiarity with mobile monetisation concepts: IAP structures, subscription models, payer segmentation, or LTV modeling.
- Exposure to revenue reporting via App Store Connect, Google Play Console, or a BI tool.
- ASO: AppTweak / Sensor Tower / App Any or Data.ai / App Magic / AppStore Spy / Mobile Action / Mobi-option
- Store Consoles: App Store Connect, Google Play Console
- Attribution: AppsFlyer / Adjust / Singular
- Paid UA (supporting): Meta Ads Manager, Google UAC, TikTok for Business, Apple Search Ads
- Monetisation (supporting): App Store Connect Revenue, Google Play Console Revenue, internal BI dashboards
- Analytics & Reporting: Google Sheets / Excel
- Project Management: Asana / Miro