Director of Mobile App Store Optimization (ASO)

Adobe Inc.
United States, California, San Jose
345 Park Avenue (Show on map)
Mar 17, 2025
Our Company Changing the world through digital experiences is what Adobe's all about. We give everyone-from emerging artists to global brands-everything they need to design and deliver exceptional digital experiences! We're passionate about empowering people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen. We're on a mission to hire the very best and are committed to creating exceptional employee experiences where everyone is respected and has access to equal opportunity. We realize that new ideas can come from everywhere in the organization, and we know the next big idea could be yours! The Opportunity Seeking a Director of Mobile App Store Optimization (ASO) to lead the strategy, execution, and ongoing management of ASO efforts for its suite of mobile applications, including Photoshop, Lightroom, Acrobat, Adobe Express, and more. This leader will be responsible for ensuring Adobe's mobile apps are positioned for maximum visibility, discoverability, and conversion in the Apple App Store and Google Play Store in markets worldwide. The ideal candidate is an ASO domain expert with a deep understanding of the mobile competitive landscape, keyword optimization, app store policies, A/B testing, and data-driven performance measurement. They will work multi-functionally with marketing, product, analytics, and external partners and agencies to drive best-in-class ASO practices that improves the user acquisition and engagement. This is an exciting and dynamic leadership role, as Adobe is making significant, new investments in the mobile space in 2025 - it is a key strategic priority for the business. Key Responsibilities: App Store Strategy & Governance: Develop and maintain Adobe's app store playbook, ensuring standard methodologies are applied consistently across all mobile app teams. Strategic Partner Management: Serve as Adobe's primary liaison with Apple and Google for ASO-related initiatives, major app launches, and product advocacy. Competitive Analysis: Stay ahead of mobile industry trends, the competitive landscape, and category tactics in our primary markets to advise ASO strategies. Page and Metadata Optimization & Testing: Manage global app pages and custom store landing pages. Implement updates to metadata elements (titles, descriptions, keywords, etc.) through rigorous A/B testing. Localization Management: Oversee the localization process to increase our reach and effectiveness in global markets. App Store Support & Advocacy: Act as the primary conduit for `app store inquiries, bug tracking, and request issues. Measurement & Analytics: Oversee ASO performance measurement and manage attribution and testing tools, ensuring data-driven decision-making. App Store Account Administration: Manage and sustain Adobe's app store accounts, ensuring smooth operations and compliance. Keyword & Search Optimization: Maintain up-to-date knowledge of mobile search trends, category dynamics, and search volume data to advise metadata updates. Implementing Standard Methodologies: Provide final approvals and mentorship on ASO standard methodologies for new app launches and major updates. Qualifications: 7+ years of experience in mobile app store optimization, digital marketing, or a related field. In-depth knowledge of ASO strategies, keyword research, A/B testing, and app store algorithms. Strong analytical approach with experience in data-driven decision making and attribution. Direct experience with Branch, App Store Connect, Google Play Console is a strong plus. Proven track record of driving organic growth for apps or digital products. Excellent project management and teamwork skills across various functions. Experience with localization strategies and managing global ASO efforts Application Window Notice If this role is open to hiring in Colorado (as listed on the job posting), the application window will remain open until at least 12:01 AM Pacific Time, in compliance with Colorado pay transparency regulations. If this role does not have Colorado listed as a hiring location, no specific application window applies, and the posting may close at any time based on hiring needs. Our compensation reflects the cost of labor across several U.S. geographic markets, and we pay differently based on those defined markets. The U.S. pay range for this positionis $166,100 -- $334,500 annually. Paywithin this range varies by work locationand may also depend on job-related knowledge, skills,and experience. Your recruiter can share more about the specific salary range for the job location during the hiring process. At Adobe, for sales roles starting salaries are expressed as total target compensation (TTC = base + commission), and short-term incentives are in the form of sales commission plans. Non-sales roles starting salaries are expressed as base salary and short-term incentives are in the form of the Annual Incentive Plan (AIP). In addition, certain roles may be eligible for long-term incentives in the form of a new hire equity award. Adobe will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and "fair chance" ordinances. Adobe is proud to be anEqual Employment Opportunityand affirmative action employer. We do not discriminate based on gender, race or color, ethnicity or national origin, age, disability, religion, sexual orientation, gender identity or expression, veteran status, or any other applicable characteristics protected by law.Learn more. Adobe aims to make Adobe.com accessible to any and all users. If you have a disability or special need that requires accommodation to navigate our website or complete the application process, emailaccommodations@adobe.comor call (408) 536-3015. Adobe values a free and open marketplace for all employees and has policies in place to ensure that we do not enter into illegal agreements with other companies to not recruit or hire each other's employees.