Director of Mobile Growth & App Store Optimization

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!

Adobe is seeking a Director of Mobile App Store Optimization and Growth to lead the strategy, execution, and ongoing management of ASO and App Store efforts for its suite of mobile applications, including Photoshop, Lightroom, Acrobat, Adobe Express, and more. In addition, this team is responsible for maintaining the partnership with both the Apple App Store and Google Play store teams from both an editorial and technical perspective.

This person will work cross-functionally with both marketing, product, and analytics to drive outstanding mobile practices that improve user acquisition and engagement.

This team will operate as a central point of contact between our product teams and the App Stores, and will play an influential role in helping guide the roadmap(s) of our mobile products to build efficient opportunities for growth across user acquisition, engagement, and conversion.

Key Responsibilities:

• Develop and maintain Adobe's app store playbook, ensuring ASO leading practices are applied consistently across all mobile app teams.
• Serve as Adobe's primary liaison with Apple and Google for ASO-related initiatives, major app launches, and product advocacy. Work with product teams to influence roadmaps that will benefit both Adobe and our partners.
• Manage global app pages and custom store landing pages. Implement updates to metadata elements (titles, descriptions, keywords, etc.) through rigorous A/B testing.
• Lead all aspects of the localization process to increase reach and efficiency in global markets.
• Act as the primary conduit for app store inquiries, bug tracking, and request critical issues.
• Coordinate ASO performance measurement and manage attribution and testing tools, ensuring data-driven decision-making.
• Manage and maintain Adobe's app store accounts, ensuring smooth operations and compliance.
• Maintain up-to-date knowledge of mobile search / industry trends, category dynamics/tactics, competitive landscape and search volume data to inform metadata updates.
• Provide final approvals and guidance on ASO core practices for new app launches and major updates.

Qualifications:

• 7+ years of experience in mobile app store optimization, digital marketing, or a related field.
• Comprehensive understanding 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.
• Experience managing relationships with Apple and Google, advocating for app store featuring and visibility.
• Excellent project management and cross-functional collaboration skills.
• Experience with localization strategies and managing global ASO efforts.
• Ability to lead and mentor teams, as well as manage external agencies.

At Adobe, for sales roles starting salaries are expressed as total target compensation (TTC = base + commission), and short-term incentives are in the form of sales commission plans. Non-sales roles starting salaries are expressed as base salary and short-term incentives are in the form of the Annual Incentive Plan (AIP).

In addition, certain roles may be eligible for long-term incentives in the form of a new hire equity award.

State-Specific Notices:

California:

Fair Chance Ordinances

Adobe will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and "fair chance" ordinances.

Colorado:

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 the date and time stated above in 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.

Massachusetts:

Massachusetts Legal Notice

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.

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