Senior App Store Optimization (ASO) Manager
onX · Bozeman, Montana, United States · Missoula, Montana, United States · Open to · remote
ABOUT onX
We’re a team of builders, adventurers, and risk takers using technology to help people confidently explore the outdoors. Driven by our mission to awaken the adventurer inside everyone, we build products that optimize every outdoor experience and inspire confidence to get out and go further.
We’re a high-growth tech company. The pace is fast, the work takes grit, and ambiguity is part of the job. As the world changes around us, we adapt - continuously evolving how we build, prioritize, and deliver.
Our business moves quickly, and there’s real opportunity to shape what we build next. Each of our verticals - Hunt, Offroad, Backcountry, and Fish - is at a different stage of maturity, which means the challenges you encounter and the impact you have will vary depending on where you sit and what the business needs most.
We operate with an experimentation mindset, continually iterating and improving how we solve problems. We expect our people to use the latest tooling, including AI, thoughtfully and responsibly, pairing human judgment with technology to increase quality, speed, and impact.
Our impact comes to life through the products we build, in the stories of our customers, and in our growing commitment to land stewardship and recreational access.
ABOUT THIS OPPORTUNITY
onX is seeking a Senior App Store Optimization Manager to own ASO strategy and execution across our Hunt, Offroad, Backcountry, and Angling verticals. As part of the Growth Marketing team, you’ll identify and prioritize opportunities to improve app discovery and conversion, navigate different business needs across the portfolio, and evolve our approach as app stores and AI-driven discovery change.
You’ll serve as onX’s ASO subject matter expert, using data and experimentation to guide decisions and partnering across Marketing, Product, and Creative to align priorities and drive sustainable organic growth. You’ll have the autonomy to prioritize your work, recommend paths forward, and adapt the ASO approach as business and platform needs evolve. This role reports to the Senior Director of Growth Marketing.
WHAT YOU'LL DO
Essential Job Duties & Functions
ASO Strategy & Prioritization
- Own and evolve ASO strategy and roadmap across onX’s four verticals, translating broader Growth Marketing and business priorities into clear ASO priorities and targets.
- Identify and prioritize growth opportunities and risks based on business needs, performance, competitive insights, and platform changes.
- Navigate competing priorities across verticals, using data and business context to recommend trade-offs and determine the path forward.
- Anticipate changes across Apple, Google, and the broader app discovery landscape, including AI-driven discoverability, and adapt ASO strategy accordingly.
Optimization & Experimentation
- Lead ongoing optimization across keywords, metadata, creative, and app store experiences to improve search visibility, conversion, and organic growth.
- Own the ASO experimentation lifecycle—from defining hypotheses and tests through measurement, analysis, and applying learnings across verticals.
- Use keyword, competitor, and performance insights to continually refine optimization approaches.
- Evaluate and apply App Store and Google Play capabilities, including custom product pages, product page optimization, promotional content, and emerging features, based on business needs and expected impact.
Insights & Performance
- Monitor ASO performance across verticals, diagnosing changes in rankings, conversion, keyword indexation, and other key signals.
- Translate performance, customer reviews and ratings, competitive trends, and experimentation results into actionable recommendations for Marketing and Product partners.
- Develop ASO targets and measurement approaches, track progress, and recommend solutions when performance is off track.
- Bring ASO insights and recommendations into business reviews, connecting channel performance to broader business priorities.
- Monitor and evolve onX’s approach to AEO and AI-driven app discovery as search behaviors and platforms change.
Cross-Functional & Partner Leadership
- Drive alignment with Vertical Marketing, Product, Creative, and Paid UA partners on ASO priorities, dependencies, and trade-offs, proactively resolving barriers and engaging Growth Marketing leadership when broader alignment is needed.
- Serve as onX’s primary ASO point of contact with Apple, Google Play, and external ASO partners, maintaining strong platform expertise and surfacing relevant opportunities for the business.
- Communicate ASO recommendations and creative briefs clearly, so cross-functional partners can make informed decisions and move work forward.
WHAT YOU’LL BRING
- Seven (7) or more years of experience in App Store Optimization (ASO) and mobile growth marketing, with demonstrated experience owning ASO strategy and execution.
- Experience driving ASO across multiple products, brands, or business lines, including aligning cross-functional partners around different priorities and opportunities.
- Experience partnering with Product and senior stakeholders to translate ASO insights into recommendations, align priorities, and support broader growth objectives.
- Proven track record of improving organic app discovery, conversion, and performance through ASO.
- Strong analytical skills, with the ability to translate performance, customer, and competitive data into priorities and recommendations.
- Deep experience with keyword and metadata optimization, app store creative, and experimentation across the App Store and Google Play.
- Demonstrated ability to independently prioritize complex work, navigate ambiguity, and adapt plans as business or platform needs change.
- Strong communication and influence skills, with the ability to build alignment and move work forward across Marketing, Product, Creative, and other partners.
- Demonstrated ability to assess how AI and emerging technologies are changing app discovery and adapt ASO strategies and approaches accordingly.
- Demonstrated ability to use AI tools and agentic workflows to automate repeatable ASO tasks (e.g., reporting, research…), freeing up time for higher-value strategic work.
- A shared passion for and ability to demonstrate onX’s Company Values.
- Permanent US work authorization is a condition of employment with onX.
- Ability to travel biannually for multiple days to a corporate office or other onX strategic location, such as a Basecamp.
ADDED BONUSES
Though not required, we would be thrilled to consider candidates with any of the following:
- Experience in a B2C consumer subscription business.
- Experience in the outdoor recreation, mapping, or navigation industry.
- Experience scaling ASO practices across a portfolio of apps, brands, or markets.
- Experience with AEO, AI-driven discovery, or other emerging approaches to app discoverability.
THE ONX EXPERIENCE
onX is a distributed company with more than 400 employees across the country. We come together regularly to work in person and stay connected through regional basecamps and a culture that balances individual ownership with deep collaboration.
While we move quickly, we’re not a scrappy start-up. We operate with clear goals, structure, and frameworks that guide how we prioritize and execute. Priorities matter. While they may shift, data shapes how we evolve as our business, products, and the world around us change.
Clear priorities and structure don’t limit ownership - they make it possible. You’ll have the autonomy to define your work and make meaningful decisions within clear strategic boundaries. You’ll partner closely with others to solve complex problems and build solutions that scale across teams and platforms. Along the way, you’ll be supported with feedback, tools, and opportunities to grow your craft as you take on new challenges.
WHERE YOU CAN WORK
onX is a distributed company with emp