Senior ASO Strategist

2 weeks ago


Mumbai, Maharashtra, India Upstox Full time
About the Role

We are seeking an experienced Senior ASO Strategist to join our team at Upstox.

Job Description

The ideal candidate will be responsible for managing the app store presence of Upstox on Google Play and iTunes, focusing on the Indian market. This includes overseeing app store optimization (ASO) efforts to improve visibility and user engagement through continuous optimization of app store listings, titles, descriptions, screenshots, and icons.

The successful candidate will drive organic acquisition by implementing ASO strategies that enhance organic traffic and app visibility for high-ranking financial keywords. They will leverage app store data and analytics to improve keyword targeting and ranking.

This role involves conducting regular A/B tests on app store creatives to improve conversion rates using data-driven methods to measure and prove the effectiveness of ASO experiments.

You will work closely with Product, Marketing, and Design teams to align ASO efforts with broader company goals. Staying updated on Google and Apple store algorithm changes, industry trends, and best practices is essential for optimal ASO performance.

Key Responsibilities
  • Manage App Store Presence: Oversee the app store optimization (ASO) for the Upstox app on Google Play and iTunes, focusing on the Indian market.
  • Drive Organic Acquisition: Implement ASO strategies that enhance organic acquisition and app visibility for high-ranking financial keywords.
  • ASO Optimization & Testing: Conduct regular A/B tests on app store creatives to improve conversion rates.
  • Performance Monitoring & Reporting: Track and report on app performance metrics including keyword rankings, download rates, conversion rates, and user feedback.
  • Collaborate & Innovate: Work closely with Product, Marketing, and Design teams to align ASO efforts with broader company goals.
Requirements

To succeed in this role, you should have:

  • 6+ years of ASO experience with a proven track record in optimizing apps, preferably in fintech or finance.
  • A deep understanding of App Store and Google Play Store algorithms and ranking factors, particularly in the Indian market.
  • Experience with ASO tools such as Apptweak, App Annie, and Google Play Console to track performance and optimize app listings.
  • Strong analytical skills with a focus on data-driven decision-making and problem-solving.
  • An ability to collaborate effectively with cross-functional teams and manage relationships with external ASO agencies.
  • A passion for financial products and user acquisition.
What You Will Bring

In your day-to-day, you will directly influence user acquisition by ensuring that Upstox's app ranks high for relevant keywords and converts well in India's app stores. You will develop and execute ASO strategies to enhance organic traffic, manage app store listings, and continuously test and iterate on creative and keyword choices to maximize impact.

About Upstox

We are a fintech company focused on delivering exceptional digital experiences. Our diverse and innovative marketing team thrives on creativity, data insights, and collaboration. We push the boundaries of what's possible in the fintech space, continuously experimenting and iterating to stay ahead of the curve.

Salary

$100,000 - $120,000 per year


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