ASO Manager (6m FTC/Freelance)

DEPT® is a Growth Invention company built to help the world’s most ambitious brands grow faster. Operating at the intersection of technology and marketing, our 4,000+ specialists deliver growth invention services across Brand & Media, Experience, Commerce, CRM, and Technology & Data. We’re 50|50 tech and marketing, partner-led, and first to move. Clients include Google, Lufthansa, Meta, eBay, and OpenAI. We have been certified B Corp and Climate Neutral since 2021. JOB PURPOSE This is an embedded role working directly within the marketing team of a leading consumer mobile app brand, based at their offices in Canary Wharf. We are open to either a 6 month fixed-term contract, or freelance engagement, for 2–3 days per week, with the potential to extend. As an ASO Specialist, you will lead and optimise the app store presence across both iOS and Android platforms, helping drive organic visibility, conversion, and app growth. You will work closely with internal marketing, creative, analytics, product, and performance teams, as well as external app growth partners, to deliver a best-in-class app store optimisation strategy. This role requires a strong understanding of ASO fundamentals, mobile growth marketing, and app store performance mechanics. The ideal candidate combines analytical thinking with creative optimisation skills and is comfortable managing multiple workstreams, experiments, reporting cycles, and stakeholder conversations simultaneously. You will be responsible for improving app discoverability and conversion through ongoing optimisation of app store listings, creative assets, keyword strategies, testing roadmaps, and performance insights. You will also play a key role in identifying growth opportunities and translating data into actionable recommendations that improve overall app performance. WHAT YOU’LL DO: Lead the day-to-day ASO strategy and optimisation across the Apple App Store and Google Play Store. Own and optimise app store listings, including titles, subtitles, descriptions, keyword fields, screenshots, icons, preview videos, promotional content, and in-app events. Develop and manage a structured ASO testing roadmap, including metadata experiments, creative testing, keyword optimisation, and competitor analysis. Monitor and improve app store performance metrics including impressions, product page views, conversion rate, installs, rankings, ratings, reviews, and organic growth. Collaborate closely with analytics, product, creative, CRM, and performance marketing teams to turn insights into clear optimisation actions. Work alongside external ASO agencies or app growth partners, helping prioritise activity, review deliverables, and ensure high quality execution. Support the alignment between paid app store activity and organic ASO performance, including collaboration around Apple Search Ads. Provide regular reporting, analysis, and recommendations to internal and external stakeholders. Identify opportunities to improve app visibility, conversion, and downstream performance through continuous optimisation and experimentation. Present ASO insights, performance updates, and strategic recommendations clearly to both technical and non-technical stakeholders. WHAT YOU BRING: Proven experience in ASO, app growth, mobile marketing, or performance marketing, ideally within a consumer mobile app environment across both iOS and Android. Strong understanding of App Store and Google Play ranking factors, including keyword optimisation, metadata, category rankings, ratings and reviews, and conversion optimisation. Hands-on experience managing and optimising app store listings and creative assets. Experience developing and managing ASO testing roadmaps and experimentation frameworks. Knowledge of Apple Search Ads and the relationship between paid and organic app store performance. Experience working with or managing ASO agencies or external app growth partners. Strong analytical mindset with the ability to interpret performa…