ASO Specialist

About Us:
Comfrt is one of the fastest-growing direct-to-consumer brands, dedicated to blending mental wellness, inclusivity, and elevated comfort into every piece we create. Our mission goes beyond clothing — we strive to build a community where everyone feels supported and seen.

Role Overview:
The ASO Specialist will be responsible for optimizing Comfrt ’s mobile app store presence to increase visibility, downloads, CVR & core channel KPIs. This role focuses on keyword research, metadata optimization, creative asset testing and monitoring store performance across platforms like the Apple App Store, Google Play, Fuego & AppsFlyer. The app specialist will analyze behavior, reviews, user journeys and competitors to refine positioning and messaging that resonate with fashion-focused audiences. This role will also work closely with marketing, product, tech, growth, creator & design teams to align app updates, promotions & campaigns with the overall brand strategy.

Key Responsibilities

CRO & Performance Growth

- Drive app store conversion rate (CVR), installs, and core acquisition KPIs through continuous ASO optimization

- Conduct ongoing keyword research, ranking analysis, and search trend monitoring to improve app discoverability and relevance

- Optimize app store metadata including titles, subtitles, descriptions, keyword fields, and promotional text across platforms

- Plan, execute, and analyze A/B tests on store creative assets (icons, screenshots, preview videos) to improve listing performance

- Analyze user behavior, acquisition funnels, and post-install performance to connect ASO efforts to downstream engagement and revenue

- Monitor and evaluate store performance metrics using App Store Connect, Google Play Console, Fuego, AppsFlyer, and internal analytics tools

- Track, analyze, and respond to ratings and reviews to identify friction points and opportunities for conversion and retention improvement

- Conduct competitive and category analysis to benchmark performance and identify growth opportunities within the fashion app ecosystem

Cross-Functional Collaboration & Strategic Allignment

- Partner closely with Marketing, Growth, Product, Design, Creators and Tech teams to align ASO strategy with broader brand, acquisition, and retention initiatives

- Coordinate app store updates with feature launches, seasonal drops, promotions, and paid media campaigns

- Collaborate with Design and Creative teams to develop high-performing, on-brand store assets that resonate with fashion-focused audiences

- Work with Product and Engineering teams to understand release roadmaps, feature prioritization, and technical constraints

- Translate app store insights, user feedback, and review analysis into actionable recommendations for product and experience improvements

- Support integrated growth initiatives by aligning ASO efforts with paid UA, CRM, influencer, and lifecycle marketing strategies

- Communicate performance results, test learnings, and strategic recommendations clearly to cross-functional stakeholders

App Management, Ownership & Governance

- Own and manage Comfrt ’s app store presence across Apple App Store and Google Play, ensuring accuracy, quality, and brand consistency

- Maintain app store listings, metadata updates, localization needs, and compliance with platform guidelines and best practices

- Manage ASO tools, dashboards, and reporting to ensure consistent performance tracking and insights sharing

- Monitor app store algorithm updates, policy changes, and industry trends to proactively adjust strategy

- Support app release processes by coordinating store submissions, approvals, and updates in collaboration with tech teams

- Ensure app store content reflects current product functionality, messaging, and value proposition

- Establish documentation, workflows, and best practices for ASO execution and long-term scalability

Required Qualifications

- Bachelor's degree in Marketing, Co