App Growth Lead – ASO & Conversion

We are looking for an experienced App Growth Lead for a premium wellness app with paying subscribers. Already established the business is entering an exciting stage of international expansion across the UK, US and Europe, supported by significant investment in product development, paid media and customer acquisition.The OpportunityThis person will take complete ownership of App Store Optimisation and subscription conversion across both the Apple App Store and Google Play.You will be responsible for increasing organic visibility, improving store conversion and optimising the complete customer journey—from app-store discovery and installation through to trial activation and paid subscription.This is a hands-on role rather than a strategy-only position. You will personally develop experiments, analyse performance, identify conversion opportunities and work with product, engineering, creative and data teams to get improvements built, launched and measured.What You’ll OwnApp Store OptimisationLead the ASO strategy across the Apple App Store and Google Play.Conduct keyword research and identify opportunities to improve rankings and organic visibility.Optimise metadata, titles, descriptions and store listings.Develop and test icons, screenshots, preview videos and promotional content.Monitor competitors, category performance and changes to app-store algorithms and guidelines.Identify opportunities to increase organic installs across priority markets.International LocalisationLocalise app-store listings across priority markets and languages.Adapt keywords, messaging and creative assets according to local search behaviour and customer preferences.Analyse performance by market and identify further localisation opportunities.Support international launches across the UK, US and Europe.Store Conversion OptimisationDesign and run structured experiments across store listings and creative assets.Test icons, screenshots, videos, messaging and value propositions.Establish clear hypotheses, success metrics and evaluation criteria.Use performance data to build and prioritise a continuous testing roadmap.Subscription and Paywall ConversionAnalyse the complete install-to-trial and trial-to-paid journey.Identify friction and drop-off points across onboarding, paywalls and subscription flows.Test onboarding journeys, trial lengths, subscription plans, paywall designs and pricing presentation.Improve trial activation, trial-to-paid conversion and overall subscriber growth.Work with product and engineering to ensure experiments are implemented and measured correctly.Ratings and ReviewsDevelop a proactive ratings and reviews strategy.Improve app-store ratings and the volume of high-quality reviews.Use customer feedback to identify recurring product and conversion opportunities.Ensure all review-generation activity complies with Apple and Google guidelines.What We’re Looking ForApproximately five to eight years of experience across app growth, ASO or mobile growth.Deep, hands-on expertise across both the Apple App Store and Google Play.Strong knowledge of Apple and Google policies, ranking factors, guidelines and testing capabilities.A proven record of improving organic installs and app-store conversion, supported by measurable results.Practical experience working with consumer subscription apps.Strong knowledge of trial-to-paid conversion, paywall optimisation and onboarding experimentation.A rigorous experimentation mindset, including hypothesis development, metric selection and evidence-based decision-making.The ability to analyse data and translate findings into a clear testing roadmap.Confidence working closely with product, engineering, creative and data teams.Strong project ownership and the ability to move experiments from idea through to implementation and analysis.Fluent English communication skills.It Would Be an Advantage If You HaveExperience launching or scaling apps across multiple international markets.A background in health, fitness, wellness or another consumer subscription category.Mobile gaming experience involving significant ASO and conversion experimentation.Experience using platforms such as AppTweak, Sensor Tower or App Radar.Familiarity with mobile measurement and attribution tools such as Adjust or AppsFlyer.Experience managing localised store strategies across multiple languages and regions.What This Role Is NotTo ensure the scope is clear:This is not a paid-acquisition role.This is not a web SEO or GEO position.This is not a generalist marketing role.This is not a strategy-only opportunity.The focus is specifically on app-store growth, experimentation and subscription conversion. You will personally develop, launch, monitor and evaluate the initiatives you recommend.Why Join?This is an opportunity to take ownership of a commercially important growth function as the business expands beyond its established market.You will have direct access to the founders, significant influence over international growth and the freedom to build a structured experimentation programme across the app stores, onboarding and subscription journey.Please apply with your CV and examples of measurable improvements you have delivered across organic app acquisition, app-store conversion or subscription growth.