ASO (App Store Optimization) Executive

About the Role

This ASO Executive/Associate role is a data-driven and creative position that drives organic growth for mobile games on the Google Play Store and Apple App Store. You will work closely with the Head of Marketing to turn market trends into actionable growth strategies and ensure a world-class store presence.

As an ASO Executive/Associate, you will be responsible for the end-to-end visibility of our titles on the app stores, including paid UA campaign execution, budget management, performance tracking, and creative coordination.

Key Responsibilities

• Set up, launch, and optimize paid campaigns across various ad networks, including Google Ads, Meta, Unity Ads, Mintegral, AppLovin, and TikTok.
• Manage bids, budgets, geos, audiences, and creative rotations daily to ensure optimal campaign performance.
• Track core UA metrics daily, including spend, installs, CPI, ROAS, retention, and payback period, and build and maintain UA performance reports.
• Brief the creative team on ad creatives needed for upcoming campaigns and tests, and iterate on creative concepts based on performance data.
• Support ASO efforts, including keyword research, store listing optimization, A/B testing screenshots and icons, and test and grow organic acquisition channels.
• Work closely with the UA Lead/CMO to align on plans, share learnings, and surface decisions that need their input.

Skills & Qualifications

• Hands-on experience running paid campaigns on at least two of: Google Ads (UAC), Meta (Advantage+ App or App Campaigns), Unity Ads, Mintegral, AppLovin, TikTok, ironSource.
• Comfortable with mobile app campaign types specifically - not just e-commerce or lead-gen campaigns.
• Solid grasp of UA metrics: CPI, CPM, IPM, CTR, CVR, ROAS, LTV, payback period, retention curves.
• Working knowledge of at least one Mobile Measurement Partner: Singular, AppsFlyer, Adjust, Branch, or Kochava.
• Advanced Excel/Google Sheets skills, including pivots, lookups, cohort analysis, and basic modeling.
• Comfort with ad-network dashboards and MMP dashboards.

What You'll Learn

In this role, you will gain hands-on experience in paid UA campaign execution, budget management, performance tracking, and creative coordination. You will also develop a deep understanding of UA metrics, MMP, and attribution basics.

As an ASO Executive/Associate, you will work closely with the UA Lead/CMO and other teams to drive organic growth and ensure a world-class store presence.

Resume Tip

When applying for this role, make sure to highlight your hands-on experience in running paid campaigns on various ad networks, as well as your understanding of UA metrics and MMP. Showcase your ability to analyze data and make informed decisions to drive campaign performance.

Also, be sure to mention any relevant certifications or training programs you have completed, such as Google Ads or Meta certifications.