Rebuilt organic discovery across 10+ markets.

Organic discovery is the cheapest installs a mobile product can get — when the store presence is built for it. This project rebuilt that presence across more than ten markets.

Keyword coverage, metadata and store creative had not been built as a system, and localisation for international markets was limited. That capped how often the apps appeared in search and how well store visits converted.

• Rebuild keyword architecture from research rather than incremental edits.
• Localise metadata and creative per market instead of translating one listing.
• Change one thing at a time through structured experiments, so every improvement could be attributed.

1. Overhauled keyword architecture and metadata.
2. Redesigned icons, screenshots and store copy.
3. Ran structured store experiments to validate creative changes.
4. Rolled improvements out market by market across 10+ markets.

Developed and executed the ASO strategy — keywords, localisation, metadata and store conversion — as ASO Growth Specialist.