ASO Specialist

Key Responsibilities

• Drive app store conversion rate (CVR), installs, and core acquisition KPIs through continuous ASO optimization
• Carry out ongoing keyword research, ranking analysis, and search trend monitoring to enhance app discoverability and relevance
• Optimize app store metadata including titles, subtitles, descriptions, keyword fields, and promotional text across platforms
• Plan, execute, and analyze A/B tests on store creative assets (icons, screenshots, preview videos) to improve listing performance
• Analyze user behavior, acquisition funnels, and post-install performance to link ASO efforts to downstream engagement and revenue
• Maintain and monitor store performance metrics using App Store Connect, Google Play Console, Fuego, AppsFlyer, and internal analytics tools
• Track, analyze, and respond to ratings and reviews to identify friction points and opportunities for conversion and retention improvement
• Conduct competitive and category analysis to benchmark performance and identify growth opportunities within the fashion app ecosystem

Cross-Functional Collaboration & Strategic Allignment

• Partner closely with Marketing, Growth, Product, Design, Creators and Tech teams to align ASO strategy with broader brand, acquisition, and retention initiatives
• Coordinate app store updates with feature launches, seasonal drops, promotions, and paid media campaigns
• Collaborate with Design and Creative teams to develop high-performing, on-brand store assets that resonate with fashion-focused audiences
• Work with Product and Engineering teams to understand release roadmaps, feature prioritization, and technical constraints
• Translate app store insights, user feedback, and review analysis into actionable recommendations for product and experience improvements
• Support integrated growth initiatives by aligning ASO efforts with paid UA, CRM, influencer, and lifecycle marketing strategies
• Communicate performance results, test learnings, and strategic recommendations clearly to cross-functional stakeholders

App Management, Ownership & Governance

• Own and manage Comfrt’s app store presence across Apple App Store and Google Play, ensuring accuracy, quality, and brand consistency
• Maintain app store listings, metadata updates, localization needs, and compliance with platform guidelines and best practices
• Manage ASO tools, dashboards, and reporting to ensure consistent performance tracking and insights sharing
• Monitor app store algorithm updates, policy changes, and industry trends to proactively adjust strategy
• Support app release processes by coordinating store submissions, approvals, and updates in collaboration with tech teams
• Ensure app store content reflects current product functionality, messaging, and value proposition
• Establish documentation, workflows, and best practices for ASO execution and long-term scalability