Mobile Growth Manager
ASO & App Campaigns

Store visibility and paid acquisition, run as one funnel

We are looking for a mid-senior to senior Mobile Growth Manager to lead our mobile growth strategy across App Store Optimization (ASO) and paid app campaigns, including App Event Optimization (AEO). The role demands a deep understanding of mobile marketing performance, the app store ecosystem, and the levers that drive high-quality installs and in-app revenue.

You will define and execute strategies across the funnel, from visibility and conversion on the app stores to paid acquisition campaigns, especially Google App Campaigns, focused on post-install events. Both halves changed recently: Apple moved App Store search from exact keyword matching to semantic matching, attribution moved from SKAdNetwork to AdAttributionKit, and Google retired the Privacy Sandbox, leaving Android measurement where it was.

You will do it inside a Martech-independent agency, which changes what we ask of you. We do not defend a platform’s self-reported numbers: you will triangulate MMP data, store analytics and client revenue, and run incrementality tests when a channel claims more credit than it earned. You will also work the newest surface in app discovery, where people ask an assistant which app to install instead of searching a store.

What you will actually do

• Marketplace OptimizationLead the continuous optimization of app listings on the iOS App Store and Google Play Store, including titles, subtitles, keywords, short and long descriptions, visual assets and metadata.
• Search & Semantic MatchingConduct extensive keyword research, competitive analysis, and localization strategies to maximize organic search visibility. Work with semantic matching rather than exact-match keyword lists, and with intent-diverse result pages such as Google Play Guided Search.
• Custom Pages & Store ListingsBuild and test Custom Product Pages on iOS, now served in organic search and available in far greater numbers, and Custom Store Listings on Google Play, matching each variant to a distinct audience or intent signal.
• Conversion Rate OptimizationRun structured A/B testing programs, using Google Play Experiments and third-party tools, on store listing elements to maximize tap-to-install and install-to-purchase conversion rates.
• Campaign StrategyDefine the strategy for paid app campaigns, primarily Google App Campaigns and other platforms such as Meta and TikTok, ensuring alignment with high-value business objectives. Own the web-to-app path as part of it: deferred deep linking, smart banners and the landing experiences that feed installs.
• AEO & Value-Based BiddingDeeply understand and manage the setup of App Event Optimization and Value-Based Bidding within Google App Campaigns to drive maximum return on ad spend and quality user acquisition.
• Post-SKAN MeasurementCollaborate with Data and Engineering teams to ensure precise mobile measurement and attribution. On iOS that means AdAttributionKit: configurable attribution windows, overlapping re-engagement conversions, country-code postbacks and conversion value design. On Android it means working with the GAID while it lasts, without assuming it always will.
• Incrementality & Honest ReportingBuild reporting that triangulates MMP data, store analytics and client revenue instead of trusting a single platform’s attribution. Run geo or time-based holdouts to measure real lift, and say plainly when a channel is taking credit it did not earn.
• Down-Funnel GrowthOptimize towards what happens after the install: retention curves, cohort revenue, subscription conversion and CAC payback, rather than install volume. Feed those events back into bidding so the platforms optimize for the same thing the client cares about.
• Creative StrategyDefine data-driven creative testing roadmaps for both store listings and paid channels, identifying top-performing visual and video assets. Treat creative as a supply problem as much as a craft one: enough distinct concepts, rotated often enough, to keep automated delivery fed.
• AI App DiscoveryWork the surface where people ask an assistant which app to install rather than browsing a store. Track how ChatGPT, Apple Intelligence and AI search describe and recommend our clients’ apps, and shape the sources those answers are built from.
• Competitive IntelligenceMonitor the mobile landscape, competitor strategies, and platform updates such as iOS and Android policy changes, to anticipate impacts and adapt optimization tactics.

Technical & platform skills

Experience

Minimum 4 years of experience in mobile marketing, with significant time dedicated to both App Store Optimization and performance-based app campaign management.

Google App Campaigns

Proven track record managing large-scale campaigns focused on App Event Optimization and Value-Based Bidding to achieve specific return on ad spend targets.

ASO & store search

Mastery of ASO principles, keyword tools (Sensor Tower, AppTweak, MobileAction), and extensive experience running A/B tests on Google Play Experiments. Comfort working with semantic matching rather than exact-match keyword lists.

Custom pages

Hands-on experience building and testing Custom Product Pages on iOS and Custom Store Listings on Google Play, and matching variants to acquisition sources or intent.

Attribution & MMPs

Proficiency in analyzing mobile attribution data from mobile measurement partners (Adjust, Branch, AppsFlyer) and deriving actionable insights.

Post-SKAN measurement

Working knowledge of AdAttributionKit and what it changed from SKAdNetwork, of conversion value design, and of the volume thresholds that decide whether a campaign gets usable data at all. Awareness that the Privacy Sandbox was retired and what that leaves in place on Android.

Down-funnel analytics

Ability to read cohort retention, LTV and CAC payback, and to translate them into bidding and budget decisions rather than into a slide.

Incrementality

Experience designing and reading geo or time-based holdout tests, and the statistical literacy to know when a result is real.

Creative for app ads

Ability to brief and judge creative for app campaigns and store listings: hooks, first three seconds, video against static, and the concept diversity that keeps automated delivery from fatiguing.

AI app discovery

Interest in how assistants and AI search recommend apps, and in what can actually be influenced there. Prior GEO or answer-engine work is a strong plus.

Behavioral skills

Strategic & Analytical Thinker

Ability to conceptualize the entire mobile user journey and use data to prioritize high-impact growth initiatives.

Healthy Scepticism

You distrust a number before you celebrate it, and you would rather run a holdout than win an argument with an attribution report.

Detail Orientation

Meticulous attention to detail in testing setup, keyword mapping, and campaign parameter configuration.

Results Ownership

Strong sense of accountability for achieving aggressive app download and in-app revenue targets.

Communication & Influence

Excellent ability to articulate complex ASO and AEO concepts and present performance results and recommendations to executive stakeholders.

Adaptability

Thrives in a constantly evolving mobile ecosystem, quickly learning and adapting to new platform rules and ad features.

Kindness

At Wise Pirates we promote and admire kindness, independently of rhythm, intensity and efficiency.

Analytical Mindset

Capable of putting data first and obsessed with analytical initiatives and insight building, always with client satisfaction and business results in mind.

AI Readiness

Interest and nativeness in using AI as a partner to deliver efficient value, respecting security and privacy regulations.

Results-Oriented Zeal

An unwavering commitment to the client’s bottom line, pushing boundaries to chase the best overall performance and business goals.

Not required. Noticed.

• Experience with Meta (Facebook and Instagram) App Campaigns and/or TikTok App Campaigns.
• Experience managing ASO for apps in multiple languages and locales.
• Understanding of basic SQL or advanced data manipulation in Google Sheets or Excel for custom reporting.
• Experience working in a performance marketing or media agency environment.
• Hands-on experience implementing AdAttributionKit alongside an MMP.
• Experience with subscription apps, paywall testing and trial-to-paid optimisation.
• Answer engine optimisation or GEO work on the web side, and a view on how it translates to apps.