App Growth Lead – ASO & Conversion

About the Role

We are seeking a skilled App Growth Lead experienced with a premium wellness app having paying subscribers. This established business is now expanding internationally into the UK, US, and Europe, bolstered by considerable investment in product development, paid media, and customer acquisition.

The appointed candidate will take full responsibility for App Store Optimization (ASO) and subscription conversion performance for both Apple App Store and Google Play Store.

Key Responsibilities

• Develop and lead the ASO strategy across Apple and Google Play stores to boost organic visibility and store rankings.
• Conduct detailed keyword research, optimize metadata, titles, descriptions, and listings to maximize reach.
• Create and test various creative assets including icons, screenshots, preview videos, and promotional content.
• Track competitors, category trends, and changes in app-store algorithms and guidelines to identify new opportunities.
• Manage international localization efforts by customizing listings per market and language according to customer preferences and search behaviors.
• Design and execute data-driven experiments for store listing and creative elements, establishing measurable hypotheses and success criteria.
• Analyze the complete user journey from install through trial activation to paid subscription; identify and reduce friction points across onboarding, paywall designs, and subscription plans.
• Enhance trial activation rates and trial-to-paid conversion by testing and refining onboarding journeys, pricing, and paywall presentation.
• Coordinate with product, engineering, creative, and data teams to ensure experiments are implemented with rigor and outcomes measured accurately.
• Develop and maintain a proactive strategy for managing app ratings and reviews, increasing both quantity and quality in compliance with Apple and Google policies.

Desired Qualifications and Experience

• 5 to 8 years of relevant experience in app growth, ASO, or mobile user growth with hands-on work on both Apple and Google platforms.
• Strong familiarity with ASO best practices, app-store policies, ranking signals, and A/B testing frameworks.
• Demonstrated success improving organic installs and conversion rates with quantifiable results.
• Experience managing consumer subscription apps, including fine-tuning trial to paid subscriber conversion and paywall optimization.
• Expertise in running systematic experiments with rigorous hypothesis setting, metric identification, and data-driven decision making.
• Competency in translating data insights into prioritized testing plans and driving initiatives from concept through to analysis.
• Excellent collaboration and communication skills, able to work closely with cross-functional teams including product and engineering.
• Fluent English communication capability.

Additional Advantages

• Experience scaling apps internationally across the UK, US, and European territories.
• Background in health, fitness, wellness, or the consumer subscription sector.
• Mobile gaming sector experience with emphasis on ASO and conversion testing.
• Familiarity with app analytics tools like AppTweak, Sensor Tower, App Radar, and attribution platforms such as Adjust or AppsFlyer.
• Experience managing localized store optimization across multiple languages and regions.

Clarifications

• This role focuses specifically on app store growth, optimization, and subscription conversion; it is not a paid user acquisition position.
• It does not involve web SEO or geographic online marketing strategies.
• This opportunity requires hands-on execution rather than solely strategy formulation.

Why Join

This role offers a chance to own a critical growth function during an exciting international expansion phase. Direct collaboration with company founders provides influence over growth strategy and freedom to build structured experimentation programs focusing on app store optimization and subscription conversion.

Kindly submit your CV along with examples showcasing measurable organic app acquisition enhancements, app-store conversion improvements, or subscriber growth achievements.