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, Communications, or related field 3-5 years of experience in Ecommerce, D2C & multi-channel growth Understanding of Shopify, Apps, A/B Testing & CRO Strong writing and editing skills with excellent attention to detail Proactive mindset with ability to work ahead of schedule Desired Skills & Attributes Proven track record of managing day-to-day ASO strategy, tech stack & roadmap Proven track record of designing and executing successful A/B and multi-variant tests, leading to measurable increases in conversion rates Experience with ASO tools & platforms like Fuego, AppBrew & Tapcart A deep understanding of channel analytics with the ability to interpret data and uncover actionable insights Knowledge of industry trends, best practices, AI & emerging technologies Strong project management and organizational skills Ability to work in a fast-paced environment and manage multiple priorities Strong problem-solving abilities and initiative Team player mentality with excellent communication skills Team leadership mentality and initiative to take ownership Platform Experience Fuego, AppsFlyer, GA4, Shopify, Figma, CRO, A/B Testing Rebuy, Gorgias, Tolstoy, Algolia, Passport, Okendo, Loop, Wonderment Looker, GA4, Mixpanel, Intelligems, Heatmaps Slack, ClickUp, Asana Why Join Comfrt? Be part of a purpose-driven company that’s shaping the future of comfort and mental wellness. Work in a supportive, creative environment where your ideas and growth are valued. Enjoy Comfrt benefits such as generous paid time off, company-covered health insurance, 5% 401k match, and discounts on all Comfrt products! Join a passionate team making an impact on exciting projects, all while enjoying the flexibility and collaborative support of a fully remote environment. Comfrt is an equal opportunity employer. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills.