ASO Manager - BIG 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.

Search & Discoverability

• 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.

Full-Funnel Collaboration, AI & Reporting

• 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., AppTweak, Sensor Tower, SplitMetrics, 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