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. This includes 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 while working closely with other stakeholders in the UK & I Media team and across the wider UK & I cluster, including Marketing, Brand, Creative, and AdTech teams. To drive successful growth, you will utilise the latest solutions and tools from ASO platforms across the Apple App Store and Google Play Store.

Success in this role requires a self‑driven, self‑motivated individual ready to work hands‑on across multiple apps. You will actively manage and optimise product pages, run in‑app events, and collaborate with the broader team on expanding app integration. The ideal candidate is a positive, adaptable team player with a problem‑solving attitude and excellent communication and presentation skills.

• Develop and execute 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.
• Manage product pages across all apps from creation through maintenance to optimisation, including text, creatives, and keyword targeting.
• Support the wider team with the creation and maintenance of custom product pages and the latest tracking solutions for campaigns across other channels.
• Build and execute consistent in‑app event 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 results, achievements, and competitor benchmarks to relevant stakeholders.
• Implement new industry‑leading solutions and run regular A/B tests across our activities, aligned with overall goals and KPIs.
• Support the team with promotional content updates across app product pages and other landing pages.
• Build active collaboration with key partners across external digital platform teams and tech vendors.
• Navigating complex app tracking systems by partnering with AdTech teams to maximise measurement capabilities across the channel.
• Collaborate with Brand and Creative teams to ensure messaging and creatives are aligned and utilise channel best practices.
• Stay ahead of platform updates, innovative targeting solutions, and emerging opportunities.
• Work closely with the Central Marketing teams to ensure alignment, consistency, and best practice sharing across markets.
• Collaborate with Product & Tech teams to ensure alignment and support around app releases.
• Ensure full compliance with regional advertising regulations and other compliance standards.

• 1–2 years of experience in ASO marketing (client side or agency). Experience in the gaming industry is 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 with confidence in spotting opportunities for growth. Professional experience in analytics tools such as Tableau, Looker, Google Analytics, Appsflyer, or similar is a plus.
• Excellent communication and interpersonal skills, capable of working effectively both independently and as part of a team.
• Fluent English, both written and spoken.

• Hybrid work policy—3 days per week at the office with flexibility for 2 days at home.
• 4 weeks of workation (terms & conditions apply).
• Well‑being allowance to support an active lifestyle.
• Private health insurance.
• Employee assistance program to provide help and guidance during challenging moments.
• Team and office gatherings throughout the year.