Develop and execute ASO strategies to improve app visibility and downloads, conduct keyword research, analyze trends, and collaborate cross-functionally.
We’re Underdog.
The fastest-growing sports gaming company – ever.
We build innovative games, products, and experiences for American sports fans.
We’re here to shake up the fastest growing industry with bold ideas, custom-built tech, and the drive to win.
Founded in 2020, our team has built four of today’s most widely played fantasy games and launched the Underdog Sportsbook – built entirely in-house with our own technology. That means we control our product, move fast, and create experiences you won’t find anywhere else.
In just over two years, we’ve reached over a $1.2 billion valuation, with investors like BlackRock, Spark Capital, SV Angel, Mark Cuban, Kevin Durant, and Adam Schefter. And we’re just getting started.
At Underdog, we believe that sports are for everyone. Join us.
About the role and why it’s unique:
- Develop and execute effective ASO strategies to boost rankings, improve visibility, increase conversion rates, and drive downloads across both the Apple App Store and Google Play Store for multiple Underdog Sports game titles.
- Continuously refine and adjust ASO strategies based on performance data, market trends, and changes in app store algorithms.
- Conduct ongoing keyword research to identify high-impact search terms relevant to sports gaming and integrate these terms strategically into metadata, descriptions, titles, and other app store assets.
- Monitor and optimize keyword performance, ensuring that all app store listings are optimized for maximum discoverability.
- Plan and execute A/B tests for app store assets (creatives, descriptions, CTAs) to identify the most effective elements for driving downloads and improving store performance.
- Use data from A/B tests to continuously refine app store listings and maximize performance across all ASO metrics.
- Analyze trends and provide actionable insights to improve ASO efforts, making data-driven decisions to refine strategy and improve results.
- Conduct thorough competitive research to benchmark Underdog against industry leaders and identify gaps and opportunities for improvement.
- Regularly present competitive analysis findings and recommendations to internal stakeholders, ensuring that ASO strategies remain competitive and innovative.
- Stay up to date with the latest trends, best practices, and changes in app store algorithms, applying this knowledge to continuously improve ASO strategies.
- Work closely with marketing, user acquisition, and product teams to ensure ASO efforts align with broader performance marketing and product objectives.
Who you are:
- 8+ years of experience in ASO, digital marketing, or a related field, preferably within the mobile gaming or sports gaming industry.
- Strong ability to analyze data, interpret trends, and make data-driven decisions using tools like App Annie/Data.ai, Sensor Tower, or similar platforms.
- Deep understanding of app store algorithms, ranking factors, and metadata optimization for both Custom Product Pages (iOS) and Custom Store Listings (Android).
- Familiarity with ASO and analytics tools (e.g., Google Play Console, App Store Connect, SplitMetrics, StoreMaven, GeekLab).
- Experience working with design teams to produce engaging, visually optimized assets for app stores, including icons, screenshots, app preview videos, and feature graphics.
- This is an individual contributor role, so the ideal candidate should thrive in a self-driven environment, take ownership of ASO strategy, and act as the subject matter expert for key Underdog Sports titles.
- Strong verbal, written, and presentation communication skills, with the ability to clearly explain ASO strategies, performance insights, and recommendations to stakeholders at all levels.
- Proven ability to collaborate with cross-functional teams, especially design, marketing, and product, to ensure alignment on ASO goals and execution.
Our target starting base salary range for this position is between $150,000 and $190,000, plus target equity. The starting base salary will depend on a number of factors including the candidate’s skills and experience, among other things.
What we can offer you:
- Unlimited PTO (we're extremely flexible with the exception of the first few weeks before & into the NFL season)
- 16 weeks of fully paid parental leave
- A $500 home office allowance
- A connected virtual first culture with a highly engaged distributed workforce
- 5% 401k match, FSA, company paid health, dental, vision plan options for employees and dependents
#LI-REMOTE
This position may require sports betting licensure based on certain state regulations.
Underdog is an equal opportunity employer and doesn't discriminate on the basis of creed, race, sexual orientation, gender, age, disability status, or any other defining characteristic.
Top Skills
App Annie/Data.Ai
App Store Connect
Geeklab
Google Play Console
Sensor Tower
Splitmetrics
Storemaven
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