Company Description
Xeropan is an AI-powered language learning platform used across 21 published locales on Google Play and the App Store. We teach English, Spanish, French and German from A1 to C1, plus professional English tracks, and our differentiator is AI speaking practice — real conversation, not flashcards.
Our paid acquisition engine works. Our organic engine is underbuilt. Today the majority of our installs come from bought traffic, and our store listings convert brand-aware visitors well while underperforming with cold, first-contact users who have never heard of us. We are hiring someone to close that gap and make organic our lowest-cost, highest-intent acquisition channel.
This is not a metadata-editing job. It is a full-loop organic growth role: keyword strategy, conversion rate, and the store algorithm signals that sit downstream of both.
Job Description
What you'll own
Keyword and visibility strategy
- Own keyword research, mapping and prioritisation across all live locales on both stores, with a clear thesis about which markets we compete in and which we defend.
- Own all indexable metadata: Play title, short and long description; App Store name, subtitle and keyword field.
- Build and maintain the keyword-to-ranking-to-install reporting that tells us whether any of it is working.
Conversion rate optimisation
- Run a continuous testing programme: Store Listing Experiments on Google Play, Product Page Optimization and Custom Product Pages on iOS.
- Own the creative brief for icons, screenshots and preview videos — you won't design them, but you will decide what gets tested and why.
- Build and target Custom Store Listings and Custom Product Pages against distinct search and campaign intents, so cold traffic lands on a page that matches what they were actually looking for.
Localisation quality
- Move our weaker locales (Spanish and Russian are the current priorities) from "translated" to "written for that market."
- Coordinate native-quality copy across 21 locales without letting quality drift as volume grows.
Ratings, reviews and store health
- Own rating average, review velocity and review sentiment as managed growth inputs, not as reporting lines.
- Track and escalate Android vitals and store policy risks that affect ranking eligibility.
Working across the funnel
- Partner with Product and Engineering on the activation and retention metrics that feed store ranking algorithms. Roughly 87% of our free users never complete a lesson, and our D1/D7 retention reflects that. You will not be able to fix this alone, and we don't expect you to — but we expect you to understand it, quantify its cost to organic growth, and be a loud voice in the room about it.
- Work alongside our paid agency partner on ASO-adjacent work so that paid and organic reinforce each other rather than competing for the same listing.
Qualifications
What we're looking for
Required
- 3+ years of hands-on ASO ownership for a consumer mobile app, including at least one app with meaningful scale (100k+ installs/year or equivalent).
- Genuine fluency with Google Play Console and App Store Connect — not just reading dashboards, but running experiments, reading confidence intervals, and knowing when a result is noise.
- Working knowledge of at least one professional ASO toolset (AppTweak, Sensor Tower, data.ai, Asodesk, MobileAction or similar).
- Comfort with data: you can pull, join and interrogate install, conversion and retention data yourself rather than waiting for an analyst.
- Statistical literacy sufficient to know what a store listing test can and cannot prove. We have burned real money on tests that were underpowered, and we'd like you to stop us doing it again.
- Multi-locale experience, ideally in markets you don't personally speak — and a method for judging copy quality in those markets anyway.
- Business-level English.
Nice to have
- Experience in education, edtech, or subscription-based consumer apps.
- Familiarity with MMP attribution (we run Singular).
- Hungarian, or experience with CEE markets.
- Understanding of the trial-to-paid subscription funnel and how store traffic quality shapes it.
How we'd like you to think
- You treat CVR as a ranking input, not just a revenue input.
- You are sceptical of ASO folk wisdom and ask for the data behind it.
- You would rather ship a small change this week and read the result than deliver a 40-slide audit next month.
- You tell us when the answer isn't ASO.
Additional Information
How to apply
CV highlighting relevant experience.
