ASO Manager - Franchise

Freelance engagement on a 12 month contract, with the option to extend. We are looking for an ASO Manager to own and scale our global store presence across the BIG games portfolio. This is a 12-month freelance engagement, with potential to extend based on business needs. In this hands‑on role, you will take full ownership of our App Store, Google Play, Samsung & Microsoft store performance, driving organic growth and maximizing conversion rates worldwide.

Aligning closely with studio goals, you will bridge data‑driven strategy with high‑impact execution — testing hypotheses, refining store assets, and optimizing metadata to turn store pages into high‑converting growth drivers, while working in close collaboration with UA and Product to ensure full‑funnel alignment.

• ASO Strategy & Conversion Rate Optimization (CRO)
  Own end‑to‑end ASO strategy across App Store, Google Play, Samsung Galaxy Store, and Microsoft Store - from new launches to mature live titles.
• Build and prioritize a continuous CRO testing backlog (A/B, store‑page experiments) informed by creative and competitive analysis, using CPP/CSL to tailor journeys by campaign and segment.
• Lead store page localization and culturalization across key markets - metadata, visuals, and messaging adapted to local audiences.
• Shape a cohesive, franchise‑level store identity and positioning across the portfolio, beyond single‑title optimization.
• Platform Program & Policy Management Track platform feature releases and store roll‑outs across App Store, Google Play, Samsung, and Microsoft, assessing relevance to our portfolio.
• Evaluate and manage participation in platform growth/loyalty programs (e.g., Google Play's Level Up), weighing trade‑offs before enrollment.
• Monitor store algorithm, guideline, and regulatory changes, adjusting metadata and tactics to protect organic traffic.

• Drive keyword research, clustering, and metadata creation tailored to each store's algorithm and local markets.
• Use AI‑driven tools to scale semantic expansion, metadata generation, and sentiment analysis.
• Optimize for AEO, ensuring visibility across both legacy search and emerging AI‑driven discovery.
• Own search visibility end to end - across app stores (ASO) and our website (SEO) - including AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization), ensuring discoverability across traditional search, app store search, and emerging AI‑driven answer engines.

• Partner with UA and Product for full‑funnel alignment - connecting ASO to paid strategy, creative themes, and update roadmaps.
• Spot optimization opportunities and quick wins across the portfolio, prioritized by impact and effort.
• Own regular KPI reporting and stakeholder check‑ins.
• Oversee review and rating management - surfacing sentiment and UX/product insights.
• High AI affinity: you actively explore new AI tools, build them into your daily work, and stay curious about what they can change in ASO and search.
• Proven AI‑driven ASO results: you have built and tested AI‑assisted workflows (e.g. keyword research, metadata and asset testing, review sentiment) through structured experiments, and can show what they improved.

• 4+ years of hands‑on experience in ASO, ideally within the mobile gaming industry.
• Proven track record of driving measurable growth in store visibility, keyword rankings, and organic conversion rate across global markets.
• Deep understanding of mobile gaming audiences, player motivations, and trends (experience with casual or simulation games is a strong plus).
• Excellent balance between analytical rigor (hypothesis testing, performance tracking) and creative intuition (visual asset storytelling, messaging).
• Proficiency with industry‑standard ASO and analytics platforms (e.g., App Tweak, Sensor Tower, Split Metrics, or similar).
• Experience navigating platform program enrollment decisions (e.g., Google Play's Level Up or similar loyalty/growth programs) is a strong plus.
• Experience in review management is a plus