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Senior Specialist - ASO (App Store Optimization)

Maharashtra, India (On-site)

Senior Specialist - ASO (App Store Optimization)

1 Month ago • 6 Years + • Marketing

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Job Description

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The Upstox Story:

Upstox is one of India's leading Fin-Tech companies with a mission to simplify trading & investing to make it easily accessible to the masses. We aim to enable everyone, from new investors to seasoned traders, to invest across multiple categories with our state-of-the-art trade & investment platform and commission-free pricing. We offer numerous asset categories to invest in, like Stocks, IPOs, Mutual Funds, and more.

By focusing on our customers’ needs and equipping them with personalised yet powerful tools, we witnessed a steep growth of 800% in our customer base from 25 Thousand in 2017 to 2 Lakh in 2019. With 1500% growth in 2020, currently, over 10 million customers trust us with their investment decisions, thus setting us on the course to become an industry-leader in the country.

Our mission is simple - to break down the complexities of investing and make it more effortless, accessible, affordable, and easy for the masses to adopt. This key principle when infused with intuitive design and leading-edge technology will help us empower every Indian to take control of their investments.

RKSV Securities was founded by Ravi Kumar and Shrinivas Viswanath in 2009 and was soon graced by Kavitha Subramanian as the third co-founder in 2016. Backed by Ratan Tata, Upstox had raised $4 million in Series A funding in early 2016 that was led by Kalaari Capital. The Series B funding round scaled multifold and witnessed an investment of $25 million by US-based investment firm - Tiger Global Management in September 2019.

We have a team of highly skilled technology and finance professionals, and are currently looking for highly motivated field experts to be part of our high-energy team.

Here is what you need to know about this role:

Job Title: Senior ASO Specialist

Location: Mumbai

Job description summary:

1. Organic User Acquisition: Increase in organic installs and downloads from the app stores (App Store & Play Store).Boost in high-ranking financial keyword searches, driving more organic acquisitions.

2. App Store Rankings: Improvement in overall app rankings on App Store & Play Store within the Finance category. Growth in keyword rankings for relevant financial and investment-related search terms.

3. Conversion Rate Optimization: Enhancement of conversion rates on app store listing pages (e.g., from visits to installs).Success of A/B testing for app creatives like icons, titles, and screenshots to improve conversion metrics.

4. ASO Experiment Success Rate: Proven effectiveness of ASO experiments, measured by statistical improvements in keyword rankings and download conversions post-experimentation.

5. App Performance Monitoring: Regular reporting and tracking of metrics such as downloads, keyword rankings, user reviews, and app store ratings. Continuous analysis of uninstall rates and user sentiment to maintain high engagement and app retention.

6. Cross-team Collaboration: Effective communication and alignment with Product, Marketing, and Design teams to ensure cohesive strategies..

What do you need to bring :

6+ years of ASO experience with a proven track record in optimizing apps, preferably in fintech or finance.

Deep understanding of App Store and Google Play Store algorithms and ranking factors, particularly in the Indian market.

Experience with ASO tools (e.g., Apptweak, App Annie, Google Play Console) to track performance and optimize app listings.

Strong analytical skills with a focus on data-driven decision-making and problem-solving.

Ability to collaborate effectively with cross-functional teams and manage relationships with external ASO agencies.

Passion for financial products and user acquisition.

In your day to day you will :

Manage App Store Presence: Oversee the app store optimization (ASO) for the Upstox app on Google Play and iTunes, focusing on the Indian market. Continuously optimize app store listings (titles, descriptions, screenshots, icons) to improve visibility and user engagement.

Drive Organic Acquisition: Implement ASO strategies that enhance organic acquisition and app visibility for high-ranking financial keywords. Leverage app store data and analytics to improve keyword targeting and ranking.

ASO Optimization & Testing: Conduct regular A/B tests on app store creatives (titles, icons, screenshots) to improve conversion rates. Use data-driven methods to measure and prove the effectiveness of ASO experiments.

Performance Monitoring & Reporting: Track and report on app performance metrics including keyword rankings, download rates, conversion rates, and user feedback. Provide actionable insights to enhance app store performance.

Collaborate & Innovate: Work closely with Product, Marketing, and Design teams to align ASO efforts with broader company goals. Stay updated on Google and Apple store algorithm changes, industry trends, and best practices to ensure optimal ASO performance.

Upstox is looking for a skilled ASO specialist to oversee and optimize the Upstox app's presence across App Store & Play Store, focusing on the Indian market. The ideal candidate will drive organic growth, improve app store visibility, and develop strategies that boost app performance and user acquisition. This role involves managing app store listings, conducting keyword research, optimizing conversion rates, and working closely with internal teams and external agencies to execute a successful ASO strategy.

You will be part of a diverse and innovative marketing team at Upstox, collaborating closely with content strategists, data analysts, product managers, engineers, and creative professionals. Our team thrives on creativity, data insights, and a shared passion for delivering exceptional digital experiences. Together, we push the boundaries of what’s possible in the fintech space, continuously experimenting and iterating to stay ahead of the curve.As the ASO, you will directly influence user acquisition by ensuring that Upstox’s app ranks high for relevant keywords and converts well in India’s app stores. You will develop and execute ASO strategies to enhance organic traffic, manage app store listings, and continuously test and iterate on creative and keyword choices to maximize impact.

If you fit the above description, we would love to connect with you! APPLY NOW

Upstox is an Equal Opportunity Employer; all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status, or other characteristics.

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