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Salary: USD 115,200 - 158,000 / annual
onX is a high-growth tech company building outdoor exploration products across four verticals: Hunt, Offroad, Backcountry, and Angling. The company operates as a distributed workforce with physical offices in Bozeman and Missoula, Montana, plus regional basecamps across the US.
You will own App Store Optimization (ASO) strategy and execution across onX's entire app portfolio. Reporting to the Senior Director of Growth Marketing, you'll serve as the company's ASO subject matter expert, identifying and prioritizing opportunities to improve app discovery and conversion while navigating different business needs across verticals.
Key responsibilities include:
**ASO Strategy & Prioritization**: Develop and evolve ASO strategy and roadmap across four verticals, translating Growth Marketing and business priorities into clear ASO targets. Identify growth opportunities and risks based on performance data, competitive insights, and platform changes. Navigate competing priorities across verticals using data and business context. Anticipate changes in Apple, Google, and broader app discovery landscapes, including AI-driven discoverability, and adapt strategy accordingly.
**Optimization & Experimentation**: Lead ongoing optimization across keywords, metadata, creative, and app store experiences to improve search visibility and conversion. Own the full ASO experimentation lifecycle—from hypothesis definition through measurement, analysis, and cross-vertical application of learnings. Use keyword, competitor, and performance insights to refine approaches. Evaluate and apply App Store and Google Play capabilities including custom product pages, product page optimization, and emerging features based on business impact.
**Insights & Performance**: Monitor ASO performance across verticals, diagnosing changes in rankings, conversion, keyword indexation, and other signals. Translate performance data, customer reviews, 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 off track. Bring ASO insights into business reviews and monitor evolution of AI-driven app discovery.
**Cross-Functional Leadership**: Drive alignment with Vertical Marketing, Product, Creative, and Paid UA partners on ASO priorities and trade-offs. Serve as primary ASO contact with Apple, Google Play, and external ASO partners. Communicate recommendations and creative briefs clearly to enable informed decision-making.
You'll have autonomy to prioritize work, recommend paths forward, and adapt ASO approach as business and platform needs evolve. The role requires balancing fast-paced execution with strategic thinking, using data and experimentation to guide decisions.
**Requirements**:
- 7+ years of experience in App Store Optimization 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
- Experience partnering with Product and senior stakeholders to translate ASO insights into recommendations and align priorities
- Proven track record of improving organic app discovery, conversion, and performance through ASO
- Strong analytical skills to translate performance, customer, and competitive data into priorities and recommendations
- Deep experience with keyword and metadata optimization, app store creative, and experimentation across 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 to build alignment across Marketing, Product, Creative, and other partners
- Demonstrated ability to assess how AI and emerging technologies are changing app discovery and adapt ASO strategies accordingly
- Demonstrated ability to use AI tools and agentic workflows to automate repeatable ASO tasks (reporting, research, etc.)
- Permanent US work authorization required
- Ability to travel biannually for multiple days to corporate office or onX strategic location
**Preferred qualifications**:
- Experience in B2C consumer subscription business
- Experience in outdoor recreation, mapping, or navigation industry
- Experience scaling ASO practices across portfolio of apps, brands, or markets
- Experience with AEO, AI-driven discovery, or other emerging app discoverability approaches
