Director, Organic Marketing (ASO)

A Little About Us

Our team is focused on accelerating growth across Yahoo's consumer portfolio by bringing together performance marketing, media, data science, and experimentation. We build the measurement, experimentation, and technical capabilities that help drive customer acquisition, engagement, and long-term growth.

Position Overview

Yahoo's flagship apps, including Yahoo Mail, Yahoo Finance, Yahoo Sports, and Yahoo News, rank among the most downloaded apps in their categories, and organic app store traffic remains one of the most capital-efficient growth channels in the portfolio.

As Director of Organic Marketing (ASO), you will define and execute the app store optimization strategy across the Apple App Store and Google Play for Yahoo's entire app portfolio. You will combine keyword rigor, metadata experimentation, competitive intelligence, and cross-functional influence over product quality signals to drive sustainable organic growth. You will also position Yahoo for emerging AI-driven app discovery surfaces as the search landscape evolves.

What You'll Do

• Own ASO strategy and execution across all Yahoo flagship apps in the Apple App Store and Google Play, including keyword research, metadata optimization, creative asset strategy (screenshots, preview videos, icons), and ratings and review management.
• Build and run a structured A/B testing pipeline using App Store Connect Experiments and Google Play Console experiments to continuously improve store listing conversion rates with statistical rigor.
• Develop a keyword intelligence system that tracks ranking movements, competitor positioning, algorithm shifts, and search volume trends, translating those signals into rapid strategy adjustments.
• Partner with Product and Engineering to influence the app quality signals (ratings, reviews, crashes, retention, DAU/MAU) that feed into store algorithms and editorial featuring decisions.
• Leverage data and analytics platforms (Sensor Tower, AppFollow, Appfigures, or equivalent) to surface organic traffic insights, benchmark against competitors, and forecast organic install volume.
• Build and maintain a competitive ASO intelligence framework, continuously monitoring category leaders, new entrants, and seasonal metadata shifts across Yahoo's key app categories.
• Develop a strategy for emerging ASO surfaces, including AI-driven app store search, App Store featuring, and agentic app discovery channels, positioning Yahoo for the next generation of organic distribution.
• Hire, develop, and lead a team of ASO specialists and analysts, establishing best practices, documentation, and playbooks that enable the team to scale.

What You Bring

• 8+ years in mobile marketing or digital marketing, with 4+ years in a dedicated ASO leadership role managing multiple apps simultaneously.
• Deep hands-on knowledge of App Store Connect, Google Play Console, and third-party ASO tools (SensorTower, AppFollow, MobileAction, or equivalent).
• Strong analytical mindset with experience building keyword performance models, interpreting cohort analysis, and working with install attribution data (Adjust, AppsFlyer, or similar).
• Proven track record designing and running metadata and creative A/B tests with measurable, statistically significant outcomes.
• Working knowledge of app store ranking algorithms, editorial featuring criteria, and how product quality metrics (ratings, engagement, retention) influence organic visibility.
• Experience influencing Product and Engineering roadmaps to improve the app quality signals that drive ASO performance.
• Strong written and visual communication skills, with the ability to present organic growth strategies and results clearly to senior stakeholders.

Preferred Qualifications

• Experience with AEO (Answer Engine Optimization) and adapting organic strategy for AI-driven app discovery environments.
• Understanding of how paid user acquisition interacts with organic rankings and store placement, particularly burst campaigns and their downstream organic effects.
• Portfolio of apps with documented, sustained organic growth under your direct leadership.

What Success Looks Like

Success in this role means building a scalable ASO function that drives sustainable organic growth across Yahoo's app portfolio. You'll strengthen experimentation and measurement, improve organic visibility and conversion across app stores, and stay ahead as AI-driven app discovery continues to evolve.