ASO Manager | In-App Marketing & AI

Boundless; Dubai; On-site; AED 180,000 - 300,000; Full time

Job summary

Boundless, a leading international financial services group, seeks an ASO Manager to strengthen its mobile app presence across key markets in the UAE and beyond.

You will lead app store optimisation, in‑app messaging and lifecycle marketing, partnering with Marketing, Product, CRM and Data teams to drive activation, funding and long‑term engagement.

Qualifications

• Minimum five years of mobile app marketing experience including hands‑on ASO and in‑app engagement.
• Financial services experience is essential, ideally FX/CFDs or trading fintech.
• Proven success growing organic app growth, store conversions and retention.
• Strong knowledge of ASO research, testing and attribution tools.

Responsibilities

• Lead ASO strategy across Apple App Store and Google Play to boost visibility and downloads.
• Manage keyword research, metadata, descriptions and localisation for markets/languages.
• Coordinate with design to optimise icons, screenshots and videos via A/B testing.
• Plan in‑app campaigns for onboarding, verification and funding, with tailored journeys.
• Collaborate with CRM/Data to ensure consistent messaging and lifecycle communications.
• Work with Product/Marketing to analyse drop‑offs and improve activation.
• Drive AI‑enabled research, messaging variations and campaigns with cross‑functional teams.
• Automate reporting and track performance across impressions, registrations and retention.
• Ensure campaigns comply with market requirements and brand guidelines.

Skills

ASO

Mobile app marketing

Lifecycle marketing

Analytics

AI in marketing

Multilingual campaigns

Cross-functional collaboration

App Store/Play Console

Education

Bachelor’s degree in Marketing/Business/Analytics or related field

Tools

App Store Connect

Google Play Console

ASO tools

Job description

Our client is an established international financial services group specialising in online trading across FX and CFDs. With a strong focus on technology, client experience and international growth, the company is looking for an ASO Manager to strengthen its mobile app presence and drive acquisition, engagement and retention across key markets.

About the Role

The ASO Manager will lead app store optimisation and in‑app marketing, connecting app visibility and downloads with meaningful client activation and long‑term engagement.

The role requires a combination of hands‑on ASO expertise, lifecycle marketing and analytical capability, with practical experience using AI to improve research, personalisation and campaign performance. You will work closely with Marketing, Product, CRM and Data teams to improve the user journey from app discovery through registration, account verification and funding.

Key Responsibilities

App Store Optimisation

• Develop and execute ASO strategies across Apple App Store and Google Play to improve visibility, organic rankings and download conversion.
• Manage keyword research, metadata, app descriptions and localisation across target markets and languages.
• Work with creative teams to optimise app icons, screenshots and preview videos through structured A/B testing.
• Develop tailored store listings and product pages aligned with audience segments, campaign objectives and regional priorities.
• Monitor competitor activity, app ratings and user reviews, translating insights into marketing and product recommendations.
• Plan and execute in‑app campaigns that support onboarding, account verification, funding, feature adoption and retention.
• Build targeted user journeys based on behaviour, lifecycle stage, language and market, ensuring relevant and timely communication.
• Coordinate in‑app messaging, push notifications and email campaigns with CRM teams to maintain a consistent client experience.
• Analyse conversion barriers and user drop‑off points, working with Product teams to improve the onboarding and activation journey.
• Develop educational and re‑engagement campaigns that help clients understand platform features and return to the app.

AI & Automation

• Use AI to support keyword research, competitor analysis, user review insights and campaign development.
• Apply AI tools to produce and test messaging and creative variations, maintaining accuracy, brand consistency and appropriate review.
• Work with CRM and Data teams to improve segmentation, personalisation and campaign timing using behavioural insights.
• Automate recurring reporting and performance monitoring to identify opportunities and respond to changes efficiently.
• Evaluate the impact of AI initiatives on campaign results, execution speed and user experience.

Performance & Collaboration

• Track performance across app impressions, downloads, registrations, verified accounts, first‑time funding and retention.
• Monitor user quality and engagement by acquisition source, market and platform, translating findings into clear optimisation priorities.
• Partner with Data and Engineering teams to ensure accurate event tracking, attribution and deep linking.
• Manage a structured testing roadmap across store listings, creatives, messaging and user journeys.
• Coordinate with Performance Marketing, Product and Compliance to align campaigns with business priorities and approved market requirements.

Requirements

• Minimum five years of experience in mobile app marketing, with substantial hands‑on experience in ASO and in‑app engagement.
• Financial services experience is essential, preferably within FX, CFDs, online brokerage or a trading‑focused fintech.
• Proven success improving organic app growth, store conversion, client activation and retention.
• Strong working knowledge of App Store Connect, Google Play Console and ASO research and testing tools.
• Experience with lifecycle campaigns, push notifications, in‑app messaging and marketing automation platforms.
• Strong understanding of mobile attribution, funnel analysis, cohort reporting and A/B testing.
• Practical experience applying AI tools to marketing research, content optimisation, personalisation or automation.
• Experience managing multilingual app listings and campaigns across international markets.
• Ability to work effectively with creative, commercial and technical teams, with clear ownership of delivery and results.
• Bachelor’s degree in Marketing, Business, Analytics or a related field, or equivalent relevant experience.