Senior Manager, App Store Optimization

Summary

Join Underdog, a rapidly growing sports gaming company, as an App Store Optimization (ASO) Specialist. You will be responsible for developing and executing ASO strategies to enhance app rankings, visibility, conversion rates, and downloads across both the Apple App Store and Google Play Store for multiple Underdog Sports game titles. This role involves continuous analysis of performance data, market trends, and app store algorithms to refine ASO strategies, conduct keyword research, monitor and optimize keyword performance, plan and execute A/B tests for app store assets, analyze trends and provide actionable insights, conduct competitive research, and stay up-to-date with the latest ASO trends and best practices. You will work closely with marketing, user acquisition, and product teams to ensure ASO efforts align with broader performance marketing and product objectives.

Requirements

• 8+ years of experience in ASO, digital marketing, or a related field, preferably within the mobile gaming or sports gaming industry
• Strong ability to analyze data, interpret trends, and make data-driven decisions using tools like App Annie/Data.ai, Sensor Tower, or similar platforms
• Deep understanding of app store algorithms, ranking factors, and metadata optimization for both Custom Product Pages (iOS) and Custom Store Listings (Android)
• Familiarity with ASO and analytics tools (e.g., Google Play Console, App Store Connect, SplitMetrics, StoreMaven, GeekLab)
• Experience working with design teams to produce engaging, visually optimized assets for app stores, including icons, screenshots, app preview videos, and feature graphics
• Strong verbal, written, and presentation communication skills, with the ability to clearly explain ASO strategies, performance insights, and recommendations to stakeholders at all levels
• Proven ability to collaborate with cross-functional teams, especially design, marketing, and product, to ensure alignment on ASO goals and execution

Responsibilities

• Develop and execute effective ASO strategies to boost rankings, improve visibility, increase conversion rates, and drive downloads across both the Apple App Store and Google Play Store for multiple Underdog Sports game titles
• Continuously refine and adjust ASO strategies based on performance data, market trends, and changes in app store algorithms
• Conduct ongoing keyword research to identify high-impact search terms relevant to sports gaming and integrate these terms strategically into metadata, descriptions, titles, and other app store assets
• Monitor and optimize keyword performance, ensuring that all app store listings are optimized for maximum discoverability
• Plan and execute A/B tests for app store assets (creatives, descriptions, CTAs) to identify the most effective elements for driving downloads and improving store performance
• Use data from A/B tests to continuously refine app store listings and maximize performance across all ASO metrics
• Analyze trends and provide actionable insights to improve ASO efforts, making data-driven decisions to refine strategy and improve results
• Conduct thorough competitive research to benchmark Underdog against industry leaders and identify gaps and opportunities for improvement
• Regularly present competitive analysis findings and recommendations to internal stakeholders, ensuring that ASO strategies remain competitive and innovative
• Stay up to date with the latest trends, best practices, and changes in app store algorithms, applying this knowledge to continuously improve ASO strategies
• Work closely with marketing, user acquisition, and product teams to ensure ASO efforts align with broader performance marketing and product objectives

Preferred Qualifications

This is an individual contributor role, so the ideal candidate should thrive in a self-driven environment, take ownership of ASO strategy, and act as the subject matter expert for key Underdog Sports titles

Benefits

• Unlimited PTO (we're extremely flexible with the exception of the first few weeks before & into the NFL season)
• 16 weeks of fully paid parental leave
• A $500 home office allowance
• A connected virtual first culture with a highly engaged distributed workforce
• 5% 401k match, FSA, company paid health, dental, vision plan options for employees and dependents