Apple Search Ads and ASO Specialist

Role mission

Own Apple Search Ads channel for paid user acquisition and App Store Optimization (ASO) for TouchRetouch on iOS. You’ll plan, launch, and optimize paid search campaigns end-to-end — account structure, keywords, bids, budgets, and Custom Product Page pairing — and own the organic store presence they convert against: metadata, keyword rankings, screenshots, and CPPs — to hit ROAS and CAC targets. You’ll keep attribution reliable and reporting honest, run a disciplined testing cadence, and work in collaboration with CMO, Marketing Manager, and Content, with the main focus on the US market.

Key responsibilities:

1) Apple Search Ads campaign management

• Own account architecture: Brand / Generic / Competitor / Discovery campaigns, ad group segmentation, match types, and negative keyword hygiene.
• Manage bids and budgets daily against CPT/CPA/ROAS targets; run structured bid and placement tests (Search results, Search tab, Today tab, product pages).
• Pair campaigns with Custom Product Pages and ad variations; coordinate keyword–CPP relevance with ASO.
• Plan geo expansion beyond the US based on unit economics and keyword volume.

2) App Store Optimization (ASO) & keyword strategy

• Own store metadata — app title, subtitle, keyword field, and localized US metadata; run continuous keyword research (volume, relevance, intent) with ASO tools and sync paid + organic keyword strategy to protect and grow organic rank.
• Own store conversion assets — screenshots, app preview, and Custom Product Pages; run store A/B tests (Product Page Optimization) to lift install rate.
• Monitor competitor bidding, defend brand terms, and identify conquesting opportunities.
• Feed search-intent insights to Content and Product (feature naming, screenshots, CPP angles).

3) Measurement, attribution & reporting

• Ensure MMP tracking is reliable (AppsFlyer): ASA integration, SKAdNetwork / AdAttributionKit setup, ATT-aware reading of the data.
• Reconcile discrepancies between the ASA console, MMP, and revenue data (RevenueCat / Amplitude); maintain source-of-truth dashboards.
• Report weekly on spend, TTR, CR, CPT, CPA, cohort ROAS, and LTV by campaign, keyword, and CPP; document decisions and learnings.

4) Experimentation & channel expansion 

• Maintain a prioritized hypothesis backlog (bids, structures, CPPs, creatives, geos) with clear success criteria; kill or scale fast.
• Brief Content on creative needs for CPPs and ad variations based on search-intent data.
• Support tests on secondary channels (Google App Campaigns, Meta) when ASA learnings justify expansion.

5) Agency & vendor coordination

• Audit and challenge work of external ASA agencies/contractors where used; own the internal source of truth on performance.

• Evaluate ASA automation and intelligence tools; recommend the stack that pays for itself.

   

Success metrics (owned or co-owned)

• Cohort ROAS and CAC on paid iOS traffic.
• CPT, CPA (trial), CPA (purchase), TTR and CR on ASA.
• Paid installs volume at target efficiency; share of defended brand traffic.
• Organic keyword rankings and store conversion rate on the US storefront.
• Shared: Revenue, Growth profit, CR install–trial and trial–purchase on paid cohorts.

Qualifications

Must-have

• 2+ years of hands-on Apple Search Ads management for consumer mobile apps (subscription iOS preferred), owning budgets and performance targets.
• Deep fluency in ASA metrics and mechanics: TTR, CR, CPT, CPA, ROAS, LTV, relevance, match types, placement types.
• Practical experience with Custom Product Pages and understanding of how paid search interacts with ASO / organic rank.
• Hands-on ASO experience: on-metadata optimization (title, subtitle, keywords), screenshot and Custom Product Page testing, and growing organic keyword rankings and store conversion — using ASO intelligence tools (e.g., ASOMobile, AppTweak).
• Comfortable with MMPs (AppsFlyer or Adjust), including SKAdNetwork / AdAttributionKit and ATT implications for iOS measurement.
• Experience with the US market; strong analytical skills and a data-driven approach to budget optimization.
• Analytics skills: Amplitude / Firebase / GA4 or similar; confident spreadsheet modeling of funnels and payback.
• Upper-Intermediate (or higher) English level.

Nice-to-have

• Experience with Google App Campaigns, Meta, or TikTok as secondary channels.
• Familiarity with ASA automation platforms (SplitMetrics) and store A/B testing tools.
• Experience auditing or managing external UA agencies.
• Photo/creative category experience or a good eye for evaluating CPP performance.

30/60/90-day plan

• 30 days: Audit the ASA account, attribution setup, and keyword coverage; audit store metadata, screenshots, and CPP coverage; reconcile console vs. MMP data; propose top 5 quick wins across paid and ASO; ship 1–2 low-risk bid/structure or metadata fixes.
• 60 days: Rebuilt campaign architecture live; expanding generic, discovery, and competitor campaigns; ship first metadata and screenshot/CPP tests and establish a paid–organic keyword sync.
• 90 days: Demonstrate measurable improvement in cohort ROAS or CAC and in organic keyword rankings or store conversion; validated scaling plan (budget, keywords, CPPs, geos) for the next quarter.

Current marketing team structure:

CMO

Marketing Manager // Apple Search Ads & ASO Specialist

Content manager

Steps to hire

• Call with CMO
• Test task
• Final call with CEO