ASO Specialist - UK&I

About the Role

We are seeking an ASO Specialist to join our UK & Ireland Media team. In this role, you will be responsible for planning and executing ASO strategies across multiple brands and apps. You will play an important role in driving new initiatives and projects to expand our organic app activity and grow the channel within our local structure for the UK & Ireland.

You will be reporting directly to the PPC & App Lead while working closely with other stakeholders in the UK & Ireland Media team and across the wider UK & Ireland cluster, including Marketing, Brand, Creative, AdTech teams and more. In order to drive successful growth, you will utilise all the latest solutions and tools from ASO platforms (across Apple App Store and Google Play Store).

To succeed in this role, you need to be a self‑driven and self‑motivated individual, ready to work hands‑on across multiple apps. You will actively manage and optimise our product pages, run in-app events, while working closely with the wider team on expanding app integration. The ideal candidate will be a positive and adaptable team player, with a problem‑solving attitude, and excellent communication and presentation skills.

• Developing and executing ASO (App Store Optimisation) strategies on the App Store and Play Store, for apps across all verticals (casino, live casino, sports betting) and multiple brands.
• Managing product pages across all apps, from creation, through maintenance, to optimisation (including text, creatives, and keyword targeting).
• Supporting the wider team with the creation and maintenance of Custom Product Pages, as well as the latest tracking solutions for campaigns across other channels.
• Building and executing consistent in‑app events strategies with regular updates aligned with media plans and business objectives.
• Analysing metrics from internal tools and platforms to track organic app performance and continuously optimise the strategies, while reporting on the results, achievements and competitor benchmarks to the relevant stakeholders.
• Implementing new industry leading solutions and running regular A/B tests across our activity, aligned with the overall goals and KPIs.
• Supporting the team with promotional content updates, across app product pages and other landing pages.
• Building active collaboration with our key partners across external digital platform teams and tech vendors.
• Navigating complex app tracking systems by partnering with AdTech teams to maximise our measurement capabilities across the channel.
• Collaborating with Brand and Creative teams to ensure messaging and creatives are aligned and utilise channel best practices.
• Staying ahead of platform updates, innovative targeting solutions, and emerging opportunities.
• Working closely with the Central Marketing teams to ensure close alignment, consistency and best practice sharing across markets.
• Collaborating with Product & Tech teams to ensure alignment and support around app releases.
• Ensuring full compliance with regional advertising regulations and other compliance standards.

• 1-2 years of experience in ASO marketing (client side or agency). Gaming industry experience will be considered a plus.
• Hands‑on experience working with App Store Connect and Google Play Console.
• Basic knowledge of ASO best practices – from a technical perspective, through creative guidelines, to performance analysis and ASO tools.
• Strong analytical mindset, confident in spotting opportunities for growth. Professional experience in using analytics tools will be considered a plus (Tableau/Looker, Google Analytics, Appsflyer or similar).
• Excellent communication and interpersonal skills, with the ability to work effectively both independently and as part of a team.
• Fluent English is essential for this role, both written and spoken.

At the core of Leo Vegas Group is Team Leo. Our culture is our foundation and is what enables us to innovate, build, and lead as we trailblaze our way through the igaming industry. We’re a team of over 2000 innovators, initiators, and groundbreakers working in a fast‑paced and agile environment across 19 offices worldwide.

• Hybrid…