Director of Mobile App Store Optimization (ASO)

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 position is $166,100 -- $334,500 annually. Pay within this range varies by work location and may also depend on job-related knowledge, skills, and