Mid-Term Mobile Growth Manager, Aso

We are looking for a mid-senior to senior Mobile Growth Manager to lead our mobile growth strategy across App Store Optimization (ASO) and paid app campaigns, including App Event Optimization (AEO). The role demands a deep understanding of mobile marketing performance, the app store ecosystem, and the levers that drive high-quality installs and in-app revenue.
You will define and execute strategies across the funnel, from visibility and conversion on the app stores to paid acquisition campaigns, especially Google App Campaigns, focused on post-install events. Both halves changed recently: Apple moved App Store search from exact keyword matching to semantic matching, attribution moved from SKAdNetwork to AdAttributionKit, and Google retired the Privacy Sandbox, leaving Android measurement where it was. You will do it inside a Martech-independent agency, which changes what we ask of you.
We do not defend a platform's self-reported numbers: you will triangulate MMP data, store analytics and client revenue, and run incrementality tests when a channel claims more credit than it earned. You will also work the newest surface in app discovery, where people ask an assistant which app to install instead of searching a store.
Key Responsibilities
Marketplace Optimization:
Lead the continuous optimization of app listings on the iOS App Store and Google Play Store, including titles, subtitles, keywords, short and long descriptions, visual assets and metadata. Search & Semantic Matching:
Conduct extensive keyword research, competitive analysis, and localization strategies to maximize organic search visibility. Work with semantic matching rather than exact-match keyword lists, and with intent-diverse result pages such as Google Play Guided Search. Custom Pages & Store Listings:
Build and test Custom Product Pages on iOS, now served in organic search and available in far greater numbers, and Custom Store Listings on Google Play, matching each variant to a distinct audience or intent signal. Conversion Rate Optimization:
Run structured A/B testing programs, using Google Play Experiments and third-party tools, on store listing elements to maximize tap-to-install and install-to-purchase conversion rates. Campaign Strategy:
Define the strategy for paid app campaigns, primarily Google App Campaigns and other platforms such as Meta and TikTok, ensuring alignment with high-value business objectives. Own the web-to-app path as part of it: deferred deep linking, smart banners and the landing experiences that feed installs. AEO & Value-Based Bidding:
Deeply understand and manage the setup of App Event Optimization and Value-Based Bidding within Google App Campaigns to drive maximum return on ad spend and quality user acquisition. Post-SKAN Measurement:
Collaborate with Data and Engineering teams to ensure precise mobile measurement and attribution. On iOS that means AdAttributionKit: configurable attribution windows, overlapping re-engagement conversions, country-code postbacks and conversion value design. On Android it means working with the GAID while it lasts, without assuming it always will. Incrementality & Honest Reporting:
Build reporting that triangulates MMP data, store analytics and client revenue instead of trusting a single platform's attribution. Run geo or time-based holdouts to measure real lift, and say plainly when a channel is taking credit it did not earn. Down-Funnel Growth:
Optimize towards what happens after the install: retention curves, cohort revenue, subscription conversion and CAC payback, rather than install volume. Feed those events back into bidding so the platforms optimize for the same thing the client cares about. Creative Strategy:
Define data-driven creative testing roadmaps for both store listings and paid channels, identifying top-performing visual and video assets. Treat creative as a supply problem as much as a craft one: enough distinct concepts, rotated often enough, to keep automated delivery fed. AI App Discovery:
Work the surface where people ask an assistant which app to install rather than browsing a store. Track how ChatGPT, Apple Intelligence and AI search describe and recommend our clients' apps, and shape the sources those answers are built from. Competitive Intelligence:
Monitor the mobile landscape, competitor strategies, and platform updates such as iOS and Android policy changes, to anticipate impacts and adapt optimization tactics. Technical & Platform Skills
Experience:
Minimum 4 years of experience in mobile marketing, with significant time dedicated to both App Store Optimization and performance-based app campaign management. Google App Campaigns:
Proven track record managing large-scale campaigns focused on App Event Optimization and Value-Based Bidding to achieve specific return on ad spend targets. ASO & store search:
Mastery of ASO principles, keyword tools (Sensor Tower, AppTweak, MobileAc