ASO Specialist - UK&I

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 be reporting 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.

In order to drive successful growth, you will utilise all the latest solutions and tools from ASO platforms (across Apple App Store and Google Play Store). To succeed in this role, you need to be a self‑driven and self‑motivated individual – ready to work hands‑on across multiple apps. You will actively manage and optimise our product pages, run in‑app events, whilst working closely with the wider team on expanding app integration.

The ideal candidate will be a positive and adaptable team player, with a problem‑solving attitude, and excellent communication and presentation skills.

• Developing and executing 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.
• Managing product pages across all apps, from creation, through maintenance, to optimisation (including text, creatives, and keyword targeting).
• Supporting the wider team with the creation and maintenance of Custom Product Pages, as well as the latest tracking solutions for campaigns across other channels.
• Building and executing consistent in‑app events strategies with regular updates aligned with media plans and business objectives.
• Analysing metrics from internal tools and platforms to track organic app performance and continuously optimise the strategies, while reporting on the results, achievements and competitor benchmarks to the relevant stakeholders.
• Implementing new industry leading solutions and running regular A/B tests across our activity, aligned with the overall goals and KPIs.
• Supporting the team with promotional content updates, across app product pages and other landing pages.
• Building active collaboration with our key partners across external digital platform teams and tech vendors.
• Navigating complex app tracking systems by partnering with AdTech teams to maximise our measurement capabilities across the channel.
• Collaborating with Brand and Creative teams to ensure messaging and creatives are aligned and utilise channel best practices.
• Staying ahead of platform updates, innovative targeting solutions, and emerging opportunities.
• Working closely with the Central Marketing teams to ensure close alignment, consistency and best practice sharing across markets.
• Collaborating with Product & Tech teams to ensure alignment and support around app releases.
• Ensuring 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.

• 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).
• Plenty of time to recharge – 28 days of paid leave, plus all public and bank holidays in England.
• Invest in your future – 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).
• A great workplace experience – Talented colleagues, free onsite parking, complimentary snacks and drinks, Monday breakfasts, and Friday lunches.
• A social culture you’ll love – Regular opportunities to attend sporting events throughout the year, plus a quarterly team budget for even more fun.
• Support for growing families – Up to 6 months of full pay for maternity leave.
• Stay active & save money – Cycle‑to‑work scheme and gym discounts.
• And there’s more… We’ll share even more perks related to your role when you chat with our Talent Acquisition team!