Director, Organic Marketing (ASO)
Core
Define and execute app store optimization (ASO) strategy across Yahoo's entire app portfolio to drive sustainable organic growth via Apple App Store and Google Play.
Role type
Director, Organic Marketing (ASO)
Builds
Organic install volume and visibility for Yahoo's flagship apps (Mail, Finance, Sports, News)
Domain
Mobile Marketing / App Store Optimization
Required skills
ASO strategy, keyword research, metadata optimization, A/B testing, competitive intelligence, data analytics, team leadership, cross-functional influence
Preferred skills
AEO (Answer Engine Optimization), paid user acquisition strategy, portfolio management
Technologies
App Store Connect, Google Play Console, Sensor Tower, AppFollow, Appfigures, Adjust, AppsFlyer
Responsibilities
Own ASO strategy and execution across all Yahoo flagship apps; Build and run a structured A/B testing pipeline; Develop a keyword intelligence system; Partner with Product and Engineering to influence app quality signals; Leverage data platforms to surface organic traffic insights; Build and maintain a competitive ASO intelligence framework; Develop a strategy for emerging AI-driven app discovery surfaces; Hire, develop, and lead a team of ASO specialists and analysts.
Seniority
Director, hands-on IC with team leadership
