Job Summary

Way.com is looking for an experienced and innovative App Store Acquisition Specialist to join our growing team. This role focuses on driving app installations and optimizing keyword bidding campaigns in the Apple App Store and Google Play Store. The ideal candidate will have hands-on experience with App Store Optimization (ASO), Apple Search Ads, and Google Play Store Ads, coupled with expertise in app attribution tools like AppsFlyer. A background in Search Engine Marketing (SEM) is highly desirable to support cross-functional marketing efforts. This is an exciting opportunity to contribute to building a new app installation cross-sell strategy while optimizing campaign efficiency in mobile app marketplaces.

Key Responsibilities

• Campaign Strategy & Execution: Plan, execute, and optimize keyword bidding campaigns in Apple Search Ads and Google Play Store Ads to drive app installations and maximize ROI. Develop and implement ASO strategies to improve app visibility and rankings on the Apple App Store and Google Play Store. Collaborate with cross-functional teams to align campaign strategies with overall marketing goals.
• Performance Optimization: Monitor, analyze, and report on campaign performance metrics to identify opportunities for improvement. Conduct A/B testing and hypothesis testing to refine targeting, creatives, and bidding strategies. Optimize efficiency in keyword bidding and scaling strategies across mobile app marketplaces.
• Attribution & Analytics: Utilize app attribution tools such as AppsFlyer to track and analyze app performance metrics. Ensure proper implementation of tracking and attribution systems for campaign performance measurement. Leverage data-driven insights to guide decision-making and improve user acquisition strategies.
• Cross-Functional Collaboration: Work closely with creative teams to develop high-performing ad creatives and promotional materials. Coordinate with SEM teams to share insights and align strategies across channels. Support other verticals by applying SEM expertise when needed.
• Industry Knowledge & Innovation: Stay updated on trends, tools, and best practices in ASO, mobile marketing, and app store advertising. Experiment with new ad platforms and technologies to identify growth opportunities.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field.
• 3+ years of experience in App Store Optimization (ASO) and running Apple Search Ads and Google Play Store Ads.
• Strong background in SEM with hands-on experience in managing paid campaigns.
• Proficiency with app attribution tools like AppsFlyer, Kochava, or Tune.
• Analytical mindset with the ability to interpret complex data and make data-driven decisions.
• Excellent communication and collaboration skills.
• Self-starter with a proactive attitude and strong organizational skills.
• Experience in mobile app marketing or media buying is a plus.

Preferred Skills

• Familiarity with additional ad platforms (e.g., Unity Ads, AppLovin, ironSource).
• Experience with CRM tools and SEO strategies.
• Passion for mobile apps and technology.