ASO Manager

About the role

As a member of the SEO & Content Marketing team, you will aim high, embrace challenges and always do what’s right; acting with integrity and building trust as you contribute to the company’s direction.

As the ASO Manager, you will help to grow both our Apple App Store and Google Play Store presence across key remittance markets and send/receive corridors globally, attracting relevant traffic and then working proactively to convert that traffic. You will help to shape, execute and improve a robust ASO strategy for both the WorldRemit and Sendwave apps (and any future app development projects) to deliver against ambitious growth plans.

You will own and champion the ASO roadmap, working closely with Product, Martech, Performance Marketing, Brand/Creative and other teams as required. You will be responsible for initiating projects, developing test ideas, implementing optimisations and driving hands-on outputs from the roadmap that lead to favourable outcomes for our business and our customers.

You thrive in a fast-paced environment, moving quickly from idea to implementation. You feel comfortable collaborating with a wider range of cross-functional stakeholders and departments at all levels and are able to confidently and articulately communicate ASO related subject matter tailored to each of these internal audiences. However, you must feel equally comfortable working autonomously. You possess critical thinking skills and have a passion for self-directed learning in your field.

What you will own
Reporting to the Director of Global SEO & Content Marketing, you will:

Own, develop, drive and execute the global ASO strategy and roadmap, prioritised towards hitting ambitious growth targets against set KPIs, agreeing role-level OKRs against it.
Plan, develop and implement the optimised localisation of App/Play store preview assets (meta data, titles. descriptions, images, video, etc.) for all our markets and refresh regularly.
Work closely with the Product and CRM teams on app review management and optimisations.
Whilst not ASO, one additional responsibility of this role will include web reviews management – predominantly via TrustPilot but also on Google and other review platforms.
Work closely with the martech team on technical ASO improvements (deep linking, etc.)
Conceptualize, build and roll out A/B tests / MVTs aimed at improving app download conversion rates, to include briefing and coordination of all required creative assets.
Work closely with the Performance Marketing team to ensure that ASO efforts are appropriately harmonised with UACs/ASAa for maximum growth efficiency.
Deconstruct and optimise the app user journey and funnel, working with relevant stakeholders.
Respond to ad hoc requests for ASO support from across the business, positioning yourself as an authoritative subject matter expert in the field with articulate recommendations.
Be aware of releases, projects and initiatives taking place across the business, proactively stepping and synchronising where there is an opportunity to protect or enhance ASO.
Effectively manage ASO agency resources at your disposal, establishing a strong partnership and ensuring maximum value is extracted to help scale the channel.
Measure the outcomes of your ASO efforts and report these back to the business, championing ASO data/analytics/reporting and taking responsibility to improve both reliability and usefulness.
Leverage ASO and other tools/resources to consistently monitor market trends and perform competitor analysis in relation to our apps, to help inform further optimisations.
What you bring to the table:
Passion and deep knowledge of ASO and app technologies.
Significant experience working hands-on with ASO in a previous roles
Experience working with global brands and international ASO.
The ability to self-start, stay organised and plan / prioritise workload over time to ensure deadlines are met and work is delivered – sometimes under pressure.
Project and stakeholder management skills – delivery and outcomes focussed.
Excellent verbal, written, presentation and communication / collaboration skills.
Critical thinking – highly analytical, able to own, diagnose and solve problems whilst working comfortably with large datasets.
Fluent in various ASO and analytics tools, platforms and technologies.
Bonus points if you:
Are multilingual (In addition to English, our apps are available in French, Spanish, German, Dutch, Danish and Italian so any of these would be a particular bonus).
Have previous app development experience or have worked directly with app developers.
Have direct experience with product management methodologies (e.g. Agile, Waterfall, etc.)
Have experience working in the financial services / Fintech industry.
Have direct experience working with Google Play Store, Apple App Store Connect, Data.ai, AppsFlyer, GA4 and/or Monday.com.
Have a strong/technical understanding of cross-device attribution.