ASO Specialist

We are seeking an ASO Specialist to join our UK&I Media team. In this role, you will be responsible for planning and executing ASO strategies across multiple brands and apps. You will play an important role in driving new initiatives and projects to expand our organic app activity and grow the channel within our local structure for the UK & Ireland. You will report directly to the PPC & App Lead, while working closely with other stakeholders in the UK&I Media team and across the wider UK&I cluster, including Marketing, Brand, Creative, AdTech teams and more.

To succeed in this role you need to be a self‑driven and self‑motivated individual – ready to work hands‑on across multiple apps.

• Develop and execute ASO (App Store Optimisation) strategies on the App Store and Play Store for apps across all verticals (casino, live casino, sports betting) and multiple brands.
• Manage product pages across all apps, from creation, through maintenance, to optimisation (including text, creatives, and keyword targeting).
• Support the wider team with the creation and maintenance of Custom Product Pages, and the latest tracking solutions for campaigns across other channels.
• Build and execute consistent in‑app events strategies with regular updates aligned with media plans and business objectives.
• Analyse metrics from internal tools and platforms to track organic app performance and continuously optimise the strategies, reporting on results, achievements and competitor benchmarks to relevant stakeholders.
• Implement new industry‑leading solutions and run regular A/B tests across our activity, aligned with the overall goals and KPIs.
• Support the team with promotional content updates across app product pages and other landing pages.
• Build active collaboration with our key partners across external digital platform teams and tech vendors.
• Navigate complex app tracking systems by partnering with AdTech teams to maximise our measurement capabilities across the channel.
• Collaborate with Brand and Creative teams to ensure messaging and creatives are aligned and utilise channel best practices.
• Stay ahead of platform updates, innovative targeting solutions, and emerging opportunities.
• Work closely with the Central Marketing teams to ensure close alignment, consistency and best practice sharing across markets.
• Collaborate with Product & Tech teams to ensure alignment and support around app releases.
• Ensure full compliance with regional advertising regulations and other compliance standards.

• 1–2 years of experience in ASO marketing (client side or agency). Gaming industry experience will be considered a plus.
• Hands‑on experience working with App Store Connect and Google Play Console.
• Basic knowledge of ASO best practices – from a technical perspective, through creative guidelines, to performance analysis and ASO tools.
• Strong analytical mindset, confident in spotting opportunities for growth.
• Professional experience in using analytics tools will be considered a plus (Tableau/Looker, Google Analytics, Appsflyer or similar).
• Excellent communication and interpersonal skills, with the ability to work effectively both independently and as part of a team.
• Fluent English is essential for this role, both written and spoken.

At the core of LeoVegas Group is Team Leo. Our culture is our foundation and is what enables us to innovate, build, and lead as we trailblaze our way through the igaming industry. We're a team of over 2000 innovators, initiators, and groundbreakers working in a fast‑paced and agile environment across 19 offices worldwide.

• Hybrid working – 3 days per week at the office, with flexibility for 2 days at home.
• Workation – Take your job on an adventure with our Workation benefit for up to 4 weeks per year (T&Cs apply).
• 28 days of paid leave, plus all public and bank holidays in England.
• We match pension contributions up to 6%.
• Comprehensive healthcare – BUPA coverage, including pre‑existing conditions, plus a cashback plan for dental, optical, and other treatments.
• Wellbeing allowance – £250 annual allowance for you to invest in your health and wellbeing (T&Cs apply).
• Free onsite parking, complimentary snacks and drinks, Monday breakfasts, and Friday lunches.
• Regular opportunities to attend sporting events throughout the year, plus a quarterly team budget for more fun.
• Support for growing families – Up to 6 months of full pay for maternity leave.
• Cycle‑to‑work scheme and gym discounts.

We are an equal opportunity employer. All qualified candidates will receive consideration for employment without regard to race, religion, color, national origin, gender, sexual orientation, age, disability, or any other legally protected status.