Description:
Own end-to-end App Store Optimization of our product on the Apple App Store and Google Play Store. Your mission is to make app discoverable for both brand and non-brand searches, improve organic impressions and installs, increase product-page conversion, and protect downstream user quality. You will lead keyword research, metadata, screenshots/video strategy, experiments, localization, ratings/reviews, and weekly ASO reporting.
This scope is practical for one strong individual contributor because Apple and Google both provide built-in experimentation, analytics, localization, ratings, and custom-page capabilities that can be managed centrally.
Role responsibilities
- Audit current App Store and Google Play discoverability, rankings, metadata quality, category fit, creative conversion, ratings/reviews, and competitor positioning.
- Build and maintain a keyword strategy across brand, feature, problem, use-case, competitor-adjacent, and localization clusters.
- Rewrite and ship iOS metadata including app name, subtitle, keyword field, promotional text, and description.
- Rewrite and ship Google Play metadata including title, short description, and full description.
- Own screenshot, icon, and preview video strategy with design; create briefs that emphasize first-impression clarity and conversion.
- Run Apple product page optimization tests and, where useful, custom product pages for feature- or audience-specific messaging.
- Run Google Play store listing experiments and custom store listings for country, keyword, or campaign-specific variants.
- Own ratings/reviews operations: prompt strategy with product/engineering, review response SOP, recurring issue tagging, and reputation improvement.
- Build weekly and monthly ASO dashboards using App Store Connect and Google Play Console as source-of-truth outcome systems.
- Recommend localization priorities by country/language based on demand, competition, and store performance.
- Work with product, design, and engineering so the store promise matches the in-app onboarding experience and retention profile.
Must-have skills
- Proven hands-on ASO experience for both iOS and Google Play.
- Strong platform-specific knowledge of Apple metadata structure and Google Play listing structure and policy requirements.
- Strong keyword research and competitor analysis ability, including grouping terms by intent and balancing volume, relevance, and rank difficulty.
- Experience improving both discoverability and conversion, not just one of them.
- Ability to brief and evaluate screenshots, icons, and preview videos with a conversion mindset.
- Comfort using App Store Connect, App Analytics, Google Play Console, acquisition reports, and ratings/review tools.
- Strong written English with the ability to write concise, benefit-first store copy.
- Data fluency in spreadsheets and dashboards; able to turn store data into a prioritized backlog.
- Evidence of shipped ASO wins, ideally shown as before/after rankings, impressions, conversion, first-time downloads, retained installers, and rating changes.
Nice-to-have skills
- Experience with Apple custom product pages and Apple Ads alignment.
- Experience with Google Play custom store listings targeted by search keywords, countries, or campaigns.
- Experience in consumer utility, finance, food/dining, sharing, OCR, or AI-powered apps.
- Experience with in-app review APIs, review operations, or CRM/helpdesk integrations.
- Experience with localization vendors or multilingual metadata QA.
- Experience with cross-functional growth work such as onboarding promise alignment, paywall positioning, or lifecycle messaging.
Preferred experience band
- Recommended minimum: 3–5 years of directly relevant ASO ownership.
- Ideal: at least one live case study where the candidate improved non-brand rankings and conversion on both stores.
Tools the role should use
Use App Store Connect and Google Play Console as the source of truth for outcomes. Use third-party ASO tools for keyword intelligence and competitor monitoring:
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AppTweak for keyword discovery, Apple Search Popularity-based research, metadata drafting, and ranked keyword monitoring.
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Sensor Tower for keyword discovery, competitor analysis, and ASO performance tracking.
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MobileAction for keyword/competitor tracking, store monitoring, localization, and Apple Ads/custom product page alignment.
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ASOdesk for keyword research, competitor tracking, keyword-ranking charts, and review/rating operations.
Deliverables expected
The hire should produce:
- A full ASO audit of both stores.
- A prioritized keyword map and metadata backlog.
- Store-ready metadata rewrites for iOS and Google Play.
- A screenshot/video creative brief with at least one refreshed asset set.
- At least one live Apple optimization workflow and one live Google Play experiment workflow, traffic permitting.
- A ratings/reviews SOP and in-app review prompt recommendation.
- A weekly dashboard and monthly report covering rankings, impressions, visits, conversion, installs, ratings, and retention quality.
- A localization pilot plan for the most promising market(s).
