ASO & User Acquisition Manager

Job Title: ASO & User Acquisition Manager

Department:
Marketing / Growth

Location:
Bahria Phase 7, Rawalpindi

Employment Type:
Full-Time

Experience Level:
Mid to Senior Level (3-5 years)

Job Summary

We are seeking an experienced ASO & User Acquisition Manager to drive growth for our mobile gaming portfolio. The ideal candidate will have a proven track record in App Store Optimization, paid user acquisition, and data-driven growth strategies. You will be responsible for maximizing organic and paid user acquisition while optimizing costs and improving key performance metrics.

Key Responsibilities

App Store Optimization (ASO)

• Optimize app store listings on Apple App Store and Google Play Store (titles, descriptions, keywords, screenshots, videos, icons)
• Conduct A/B testing on store assets to improve conversion rates
• Perform comprehensive keyword research and competitive analysis
• Monitor and improve app store rankings and visibility
• Track and analyze ASO metrics (impressions, conversion rates, keyword rankings)
• Develop and execute localization strategies for different markets
• Stay updated with app store algorithm changes and best practices

User Acquisition (UA)

• Plan, execute, and optimize multi-channel UA campaigns (Facebook, Google UAC, TikTok, Unity Ads, ironSource, AppLovin, etc.)
• Manage campaign budgets and maximize ROI/ROAS
• Analyze creative performance and provide actionable insights to creative teams
• Optimize Cost Per Install (CPI) and Lifetime Value (LTV)
• Set up and manage attribution tools (AppsFlyer, Adjust, Branch, Singular)
• Test new acquisition channels and scale successful campaigns
• Develop and implement audience targeting strategies
• Manage relationships with ad network partners

Analytics & Performance Tracking

• Prepare daily, weekly, and monthly performance reports
• Track and analyze KPIs (installs, retention rates, ARPU, CAC, LTV/CAC ratio, ROAS)
• Conduct funnel analysis and identify optimization opportunities
• Provide data-driven recommendations to stakeholders
• Monitor cohort performance and user behavior
• Create dashboards for real-time campaign monitoring

Strategy & Growth

• Develop long-term growth strategies aligned with business objectives
• Monitor market trends, competitor activities, and industry benchmarks
• Collaborate with cross-functional teams (Product, Creative, Analytics, Game Design)
• Identify opportunities for organic and paid growth
• Participate in soft launch strategies and market testing
• Contribute to game monetization and retention strategies

Required Qualifications

Education

• Bachelor's degree in Marketing, Business Administration, Computer Science, or related field

Experience

• 3-5 years of experience in mobile app/game user acquisition
• 2+ years of hands-on ASO experience
• Proven experience in the mobile gaming industry (required)
• Experience managing monthly budgets of $50K+ across multiple channels

Technical Skills

• Deep understanding of App Store Connect and Google Play Console
• Expertise in paid acquisition platforms:
• Facebook Ads Manager / Meta Business Suite
• Google Ads (UAC - Universal App Campaigns)
• TikTok Ads Manager
• Unity Ads, ironSource, AppLovin, or similar ad networks
• Proficiency with analytics tools (Google Analytics, Firebase, Tableau, Looker)
• Experience with attribution platforms (AppsFlyer, Adjust, Singular, Branch)
• Advanced Excel/Google Sheets skills (pivot tables, VLOOKUP, data analysis)
• Understanding of mobile measurement partners (MMPs) and attribution models

Preferred Qualifications

• Experience with hypercasual, casual, or mid-core gaming genres
• Knowledge of programmatic advertising and DSPs (Demand-Side Platforms)
• Experience with creative testing frameworks and methodologies
• SQL skills for data analysis
• Experience running campaigns in international markets (APAC, MENA, Europe, US)
• Understanding of ad monetization and hybrid monetization models
• Familiarity with predictive LTV modeling
• Experience with influencer marketing and organic UA strategies

Skills & Competencies

Technical Proficiencies

• ASO Tools:
  Sensor Tower, (App Annie), Mobile Action, AppTweak
• Ad Platforms:
  MetaMeta Business Suite, Google Ads, Unity Ads, ironSource, TikTok, Snapchat
• Analytics:
  Firebase, Google Analytics, Amplitude, Mixpanel
• BI Tools:
  Tableau, Looker, Power BI
• Project Management:
  Jira, Asana, , Trello

Soft Skills

• Strong analytical and problem-solving abilities
• Data-driven decision-making mindset
• Excellent communication and presentation skills
• Ability to work collaboratively across teams
• Results-oriented with attention to detail
• Adaptability in a fast-paced, dynamic environment
• Strong time management and prioritization skills
• Creative thinking for campaign optimization

Key Performance Indicators (KPIs)

• Install Volume:
  Meet or exceed monthly/quarterly install targets
• Cost Efficiency:
  Optimize CPI within target ranges
• ROAS:
  Achieve positive return on ad spend targets (typically D7, D30 ROAS)
• ASO Performance:
  Improve app store rankings and conversion rates
• Retention:
  Contribute to D1, D7, D30 retention improvements
• LTV Growth:
  Increase user lifetime value through better targeting
• Budget Management:
  Efficient allocation and spend optimization