Growth Marketing Manager, ASO (Contract)

Job description

At Kabam, we’re constantly raising the bar of excellence in free-to-play gaming. We hire for passion and diversity so that we can triumph in our collective skill. Our teams are made up of a fusion of personalities and interests bound together by a collaborative nature, fun-loving culture, and a drive to do what it takes to make great games. And this is where you come in... Reporting to the Senior Growth Marketing Manager, the **Growth Marketing Manager, ASO (Contract)** will unify ASO strategy and execution into a single point of contact to ensure streamlined strategy and execution. This role is critical for driving organic growth for live service titles like MCoC and Shop Titans, while leading the Go-To-Market (GTM) strategy for upcoming new title launches. ### In this role, you can expect to: ASO Strategy & Execution - Roadmap Management: Develop the ASO roadmap, balancing default page optimizations with a robust A/B testing schedule of 3–5 tests per month per game. - Semantic Optimization: Develop strategy and execution to align with ongoing platform changes driven by AI. - AI-Driven Workflows: Utilize generative AI tools to scale high-volume metadata creation, localize for target markets, and perform sentiment analysis on competitor reviews. - Storefront Operations: Lead end-to-end execution across iOS, Google Play, Epic, and Steam, including uploading assets and managing storefront asset sheets. - Creative & Keyword Optimization: Collaborate with Creative Services (CS) to brief and iterate on high-impact assets like icons, screenshots, and feature graphics. - Launch Readiness (New Title): Lead ASO requirements for new game preparation, including soft launch testing roadmaps and post-launch optimization. - QA & Compliance: Review all store pages before submission and act as the final sign-off for the PRM release gate. Technical & Social Health: Monitor app store trends, competitor strategies, and algorithm changes to maintain visibility rankings. Platform Marketing & Event Cards - Strategy Consulting: Advise on platform best practices for App Event Cards across the portfolio to optimize performance, partnering closely with PMM and Creative Services (CS). - Execution: Support Product Marketing in areas that are needed such as (but not limited to) execution, including copywriting, creative ideation/project management, etc. - Cross-Functional: If necessary, coordinate with PMM, PRM, CS, and BD to align ASO efforts with game calendars and platforms featuring opportunities. - Maintenance: Maintain the Platform Event Card Mastersheet and track performance metrics. Analysis, Reporting & Synergy - Holistic Reporting: Monitor ASO KPIs (Impressions, Page Views, Downloads, CVR) and provide weekly/quarterly recaps. - Stakeholder Reporting: Deliver weekly, monthly, and quarterly performance recaps to cross-functional stakeholders. - Market Intelligence: Conduct thorough keyword research and competitor analysis to identify high-impact optimization opportunities. - Growth Modeling: Partner with Data Science to build forecasting models and evaluate the business impact of storefront optimizations. - Behavioral Analysis: Track post-install engagement and retention signals, as the 2026 algorithm increasingly rewards sustained user value over simple download velocity. - Industry trends: Share ongoing trend updates that are impacting our organic installs and store presence to major stakeholders. Ensure to provide up to date information in real time and insights on how this can impact Kabam’s business. ### To be successful in this role, your background includes: - Experience: 2+ years in Growth Marketing and ASO within the mobile gaming industry. - Platform Expertise: Deep knowledge of modern app store algorithms, including Apple's NLP intent matching and Google’s AI-organized "Guided Search". - AI Tooling: Proficiency in AI-specific ASO tools (e.g., AppTweak) and LLMs for workflow efficiency. - Analytical Skills: Strong data-driven mindset with the ability to build growth models and forecast install impact. - Project Management: Ability to manage high-volume storefront setups (iOS, Google Play, Epic, Steam) and track all changes meticulously.