ASO and Lead Optimization Specialist
Gannett
McLean, VA
Full-time
Engineering
Posted on May 2, 2022
Req #22235
Friday, May 6, 2022
Gannett Co., Inc. (NYSE: GCI) is a subscription-led and digitally focused media and marketing solutions company committed to empowering communities to thrive. With an unmatched reach at the national and local level, Gannett touches the lives of millions with our Pulitzer-Prize winning content, consumer experiences and benefits, and advertiser products and services.
Our current portfolio of media assets includes USA TODAY, local media organizations in 46 states in the U.S., and Newsquest, a wholly owned subsidiary operating in the United Kingdom with more than 120 local news media brands. Gannett also owns the digital marketing services companies ReachLocal, Inc., UpCurve, Inc., and WordStream, Inc., which are marketed under the LOCALiQ brand, and runs the largest media-owned events business in the U.S., USA TODAY NETWORK Ventures.
To connect with us, visit www.gannett.com.
Our current portfolio of media assets includes USA TODAY, local media organizations in 46 states in the U.S., and Newsquest, a wholly owned subsidiary operating in the United Kingdom with more than 120 local news media brands. Gannett also owns the digital marketing services companies ReachLocal, Inc., UpCurve, Inc., and WordStream, Inc., which are marketed under the LOCALiQ brand, and runs the largest media-owned events business in the U.S., USA TODAY NETWORK Ventures.
To connect with us, visit www.gannett.com.
ASO and Lead Optimization Specialist (Remote)
The goal of the specialist is to grow mobile user audiences for our 200+ local property apps and our USA Today national apps. The specialist will own organic top-of-funnel app testing and optimization strategies for user acquisition and converting users from anonymous to known.
The specialist supports the app growth marketing manager in developing and executing a full-funnel app growth strategy.
This is a 100% remote position.
Essential duties and scope
- Working with native product, regional marketing, news, and content distribution teams; scale and optimize organic download campaigns through owned and operated channels
- Working with native product and SEO teams, continuously track, analyze, research, and optimize to improve app store rankings and organic traffic of our top portfolio apps, as well as conduct competitive analysis
- Develop, launch, and track tests leveraging analytics tools and testing platforms like Google Experiments, and iOS’s Custom Product Pages and Product Page Testing features
- As a partner with performance marketing team members, present optimization tactics to optimize paid acquisition such as custom store pages and scalable re-engagement tactics
- Collaborate with and support the product exclusivity spectrum director, in testing and optimization of user experience to convert users from anonymous to known.
- Work with brand and creative teams to develop assets and messaging that are on-brand and apply best practices; and ensure creative is optimized based on data and conversion.
- Working with data insights team, ensure tracking and attribution, reporting, evaluating, and communicating campaign learnings are shared with all internal partners. Define, drive, and measure KPIs for all initiatives.
- Collaborate with app conversion and free-to-paid email specialists, aligning user acquisition strategies with lead conversion strategies
Qualifications
- Bachelor’s degree and/or relevant work experience
- Experience working with the Apple App Store and Google Play developer consoles
- 2+ years of mobile /app marketing experience, with an emphasis on A/B tests across multiple platforms including Google Experiments, Custom Product Pages and Product Page Optimization
- Knowledge of 3rd party business intelligence and keyword research tools like App Annie and AppFigures
- 3+ years working experience in digital marketing or growth field, mobile marketing preferred
- A working knowledge of ASO (app store optimization) and how to drive organic app installs
- Up-to-date knowledge of Google Play and App Store guidelines and app trends
- Strong understanding of attribution analytics/MMPs. Experience with Adjust and App Figures a plus.
- Efficient in MS Office Suite, especially PowerPoint and Excel
- Experience with Google Analytics, Data Studio, and Tableau
- Strong analytical skills with the ability to interpret data to inform actionable insights that drive app campaign messaging strategies
Soft skills needed to do the job…
- Experience working in a fast-paced matrix environment with the ability to build effective cross-functional working relationshipsExcellent written and verbal communication skills
- Strong time management, organizational, and prioritization skills
- A customer-first mind-set
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Gannett Co., Inc. is a proud equal opportunity employer committed to building and maintaining a diverse workforce. As such, we will consider all qualified applicants for employment and do not discriminate in connection with employment decisions on the basis of an applicant or employee’s race, color, national origin, ethnicity, ancestry, citizenship status, sex, gender, gender identity, gender expression, religion, age, marital status, personal appearance (including height and weight), sexual orientation, family responsibilities, physical or mental disability, medical condition, pregnancy status (including childbirth, breastfeeding or related medical conditions), education, genetic characteristics or information, political affiliation, military or veteran status or other classifications protected by applicable federal, state and local laws in the jurisdictions where Gannett employs employees.
In addition, Gannett Co., Inc. will provide applicants who require a reasonable accommodation, as a result of an applicant’s disability or religion, to complete this employment application and/or any other process in connection with an individuals’ application for employment with Gannett Co., Inc. Applicants who require such accommodation should contact Gannett Co., Inc.’s Recruitment Department at Recruit@gannett.com.
Other details
- Job Family Marketing Operations
- Job Function Marketing
- Pay Type Salary