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. YOUR RESPONSIBILITIES 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. P latform 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. Store & AEO • 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. Full-Funnel Collaboration & 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. YOUR PROFILE • 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 Originally posted on Himalayas