Mobile and ASO Manager

Trend Life(TM), a global leader in consumer digital life protection, is Trend Micro's business unit which develops solutions for families so they can have peace of mind in the AI era.

At Trend Life(TM), we're always seeking exceptional talent; people who want to collaborate with the best and push boundaries together. Here, your work goes beyond building a career. You will help safeguard what matters most and play a vital role in empowering and protecting families in the AI era.

Learn more at
** Team:
** Growth Marketing, Trend Life (Consumer Business of Trend Micro)
** Level:
** Individual Contributor
*
* Reports to:

** Senior Director, Customer Acquisition
*
* Location:

** Europe
* * Travel:
** Occasional
* * About the Role
** App stores are one of Trend Life's fastest-growing consumer acquisition channels - and a critical part of how customers discover, try, subscribe to, and renew our products.

As Mobile Growth and ASO Manager, you'll own the app store business end to end across all markets outside Japan. That means driving organic discovery through ASO, scaling paid acquisition through Apple Search Ads and Google App Campaigns, and optimizing the customer journey from first impression through trial, subscription, renewal, and win-back.

You'll also own the global app store P&L, with responsibility for revenue, growth targets, and channel investment.

This is a high-ownership opportunity with significant room to build. You'll help shape our strategy across the Apple App Store, Google Play, Microsoft Store, and Mac App Store as we prepare for our biggest consumer launch yet:
Trend Life's AI-powered secure companion.
** What You'll Own**
* ** App Store Optimization:
** Own ASO across Apple App Store, Google Play, Microsoft Store, and Mac App Store, including keyword strategy, listing copy, creative assets, ratings and reviews, localization, and ongoing experimentation.
* ** Paid App Acquisition:
** Manage and optimize Apple Search Ads and Google App Campaigns, focusing on high-quality trial starts, subscription conversion, CAC, and LTV.
* ** App Store P&L:
** Own global app store revenue and growth targets, acquisition and lifecycle investment, forecasting, and channel performance reporting.
* ** Subscriber Growth:
** Improve the customer journey from install through trial, conversion, renewal, and win-back. Develop and test pricing, offers, messaging, and engagement strategies to increase subscriber lifetime value.
* ** Agency & Partner Management:
** Work closely with our global agency and platform partners to extend execution capacity, identify growth opportunities, and support launches and campaigns.
* ** Cross-Functional Leadership:
** Partner with Product, eCommerce, Lifecycle/CRM, Creative, Analytics, and regional teams to turn customer insights and performance data into growth initiatives.
* ** AI-Powered Growth:
** Use AI tools to accelerate research, analysis, experimentation, reporting, and workflow automation - and continuously identify new ways AI can improve how we operate.
* ** Launch Execution:
** Play a central role in bringing new products and capabilities to market, including our H2 2026 AI secure companion launch.
** What You Bring
*** Experience in mobile growth, ASO, app marketing, or subscription growth, with exposure to acquisition, retention, or ideally both.
* Hands-on experience optimizing apps in the Apple App Store and Google Play.
* Hands-on experience or strong familiarity with Apple Search Ads, Google App Campaigns, Apps Flyer, or comparable platforms.
* Strong analytical instincts and comfort working with funnels, cohorts, conversion rates, retention curves, CAC, and LTV.
* A commercial mindset - you think beyond campaign metrics and understand how acquisition, conversion, retention, and investment come together to drive profitable growth.
* A test-and-learn mentality and the ability to turn data into clear hypotheses and experiments.
* Curiosity about AI and a willingness to incorporate new tools into your everyday workflow.
* Ability to operate independently while collaborating effectively across Product, Marketing, Analytics, Creative, and regional teams.
** Bonus points for experience with:
** Subscription businesses, consumer technology, cybersecurity or utility apps, international app growth, Firebase, or owning a channel/business P&L.
** Why This Role
** It's rare to get this level of ownership in an individual contributor role.

You'll have responsibility for a global growth channel, its P&L, meaningful investment, and…