Director of Organic Marketing (ASO) – App Store Optimization

Job Description

Director, Organic Marketing (ASO) | Yahoo

The Tone:
This is a full-time role at Yahoo, offering flexible hybrid work options across the USA. Yahoo serves as a trusted guide for hundreds of millions globally, helping them achieve online goals through a portfolio of iconic products. This role is critical to accelerating growth across Yahoo’s consumer app portfolio by defining and executing the app store optimization strategy, driving sustainable organic growth.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: Hybrid – USA
• Pay: $123005–$267335 yearly
• Team: Accelerating growth across Yahoo’s consumer portfolio by bringing together performance marketing, media, data science, and experimentation.
• Mission: Define and execute the app store optimization strategy across the Apple App Store and Google Play for Yahoo’s entire app portfolio.
• Tech Stack: App Store Connect, Google Play Console, Sensor Tower, AppFollow, Appfigures, MobileAction, Adjust, AppsFlyer

What You’ll Actually Do
• Define Strategy: Own ASO strategy and execution across all Yahoo flagship apps in the Apple App Store and Google Play, including keyword research, metadata, and creative asset strategy.
• Optimize Conversion: Build and run a structured A/B testing pipeline using App Store Connect Experiments and Google Play Console experiments to continuously improve store listing conversion rates.
• Monitor Trends: Develop a keyword intelligence system that tracks ranking movements, competitor positioning, algorithm shifts, and search volume trends.
• Influence Product: Partner with Product and Engineering to influence app quality signals that feed into store algorithms and editorial featuring decisions.
• Drive Growth: Develop a strategy for emerging ASO surfaces, including AI-driven app store search and agentic app discovery channels.

The Must-Haves
• Background: Director-level leadership in mobile marketing or digital marketing, with a dedicated focus on App Store Optimization.
• Experience: 8+ years in mobile or digital marketing, with 4+ years in a dedicated ASO leadership role managing multiple apps simultaneously.
• Skills: Deep hands-on knowledge of App Store Connect and Google Play Console; proficiency with third-party ASO tools (SensorTower, AppFollow, MobileAction); strong analytical mindset for keyword performance models and install attribution data (Adjust, AppsFlyer).
• Bonus: Experience with AEO (Answer Engine Optimization) and adapting organic strategy for AI-driven app discovery environments; understanding of how paid user acquisition interacts with organic rankings; a portfolio of apps with documented, sustained organic growth under your leadership.