ASO Specialist

About the role

We are seeking an ASO Specialist to join our UK&I Media team. In this role, you will be responsible for planning and executing ASO strategies across multiple brands and apps, 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 report directly to the PPC & App Lead and work closely with stakeholders across the UK&I Media team, including Marketing, Brand, Creative, AdTech teams, and other colleagues across the wider UK&I cluster.

To support successful growth, you will utilise the latest solutions and tools from ASO platforms across the Apple App Store and Google Play Store.

• Develop and execute ASO strategies on the App Store and Play Store for apps across all verticals (casino, live casino, sports betting) and multiple brands.
• Manage product pages across all apps, from creation, through maintenance, to optimisation (including text, creatives, and keyword targeting).
• Support the team with the creation and maintenance of custom product pages and tracking solutions for campaigns across other channels.
• Build and execute consistent in‑app events strategies with regular updates aligned with media plans and business objectives.
• Analyse metrics from internal tools and platforms to track organic app performance, continuously optimise strategies, and report on results, achievements, and competitor benchmarks to relevant stakeholders.
• Implement new industry‑leading solutions and run regular A/B tests across our activity, aligned with overall goals and KPIs.
• Support the team with promotional content updates across app product pages and other landing pages.
• Collaborate with key partners across external digital platform teams and tech vendors.
• Navigate complex app tracking systems by partnering with AdTech teams to maximise measurement capabilities across the channel.
• Collaborate with Brand and Creative teams to ensure aligned messaging and creatives, utilising channel best practices.
• Stay ahead of platform updates, innovative targeting solutions, and emerging opportunities.
• Work closely with Central Marketing teams to ensure alignment, consistency, and best‑practice sharing across markets.
• Collaborate with Product & Tech teams to support app releases and ensure alignment.
• Ensure 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 is a plus.
• Hands‑on experience with App Store Connect and Google Play Console.
• Basic knowledge of ASO best practices from a technical, creative, and performance analysis perspective.
• Strong analytical mindset, confident at spotting growth opportunities; professional experience with analytics tools (Tableau, Looker, Google Analytics, Appsflyer, or similar) is a plus.
• Fluent English (written and spoken) is essential for this role.
• Self‑driven, adaptable team player with strong communication and presentation skills, and a problem‑solving attitude.

• Hybrid working – three days per week at the office, with flexibility for two days at home.
• Workation – take your job on an adventure with our Workation benefit for up to four weeks per year (T&Cs apply).
• 28 days of paid leave plus all public and bank holidays in England.
• Pension contributions matched up to 6%.
• Comprehensive healthcare – BUPA coverage, including pre‑existing conditions, plus a cashback plan for dental, optical, and other treatments.
• Wellbeing allowance – £250 annual allowance for health and wellbeing activities (T&Cs apply).
• Talented colleagues, complimentary snacks and drinks, and weekly breakfasts and lunches.
• Regular opportunities to attend sporting events and a quarterly team budget for additional fun.
• Up to six months of full pay for maternity leave.
• Cycle‑to‑work scheme and gym discounts.
• Modern offices located just a two‑minute walk from Leeds Train Station.
• Additional perks will be shared during the application process.