Manager, App Media and App Store Marketing; ASO , NY

Overview

New York, NY

The mission of The New York Times is to seek the truth and help people understand the world. That means independent journalism is at the heart of all we do as a company. It’s why we have a world-renowned newsroom that sends journalists to report on the ground from nearly 160 countries. It’s why we focus deeply on how our readers will experience our journalism, from print to audio to a world-class digital and app destination.

And it’s why our business strategy centers on making journalism so good that it’s worth paying for.

About the Role, Mission or Department Overview

This is an important moment in the life of The New York Times. A key pillar of our mission is to provide value to our readers at every step in their day.

You will oversee app growth initiatives, including both App Store Optimization and digital paid media strategy aimed at driving installs of the Times apps. You will ensure alignment and coordination across both teams. Together, these teams try to grow adoption of and engagement with our mobile apps in service of driving subscriptions. You will oversee marketing programs, both paid and organic, that help us reach our goal to achieve 15 million subscribers by 2027.

This is a hybrid role based in our New York City headquarters, reporting to the Director, Growth Media Strategy. You can typically expect to come into the office 3 days per week.

• You design and implement optimization strategies across both the Apple App Store and Google Play Store for all New York Times mobile apps, with the goal of improving visibility and downloads.
• Work with each app's dedicated product marketer to design ASO roadmaps. These roadmaps are for keyword updates, listing experiments, and features based on best practices for each marketplace, the unique landscape and trends within each app's category, and major launches or tentpole moments for each app.
• Monitor ASO program health by measuring keyword performance, category rankings, listing conversion, and downloads. Use these insights to design ongoing optimizations to each app's roadmap. Report out on this performance data to partners across the enterprise.
• Remain informed of the latest developments in app marketplace technology, guidelines and editorial standards. Communicate with our marketplace representatives.
• Lead the end-to-end planning of our multi-channel app paid media strategy, including the direction of our agency partners who support campaign execution. Consult internal creative teams on channel best practices and historical creative insights to help inform the creative development process.
• Analyze performance trends of app install campaigns on an ongoing basis and benchmark across important metrics (i.e. CTR, CPI, CPO) to advise on impactful optimizations and strategic shifts to improve performance.
• Partner with data, product, engineering, and legal teams to improve our measurement approach and MMP (mobile measurement partner, e.g. Apps Flyer) integration.
• 5+ years experience working in mobile app marketing

• Preferred Qualifications:
• 2+ years managing App Store Optimization strategy, track record in creating growth in organic visibility, rankings, and downloads
• Understanding of A/B testing methodologies within the Apple App Store and Google Play Store
• Proficiency in organic keyword optimization methodologies and ASO platforms (e.g., Sensor Tower)
• Background in paid user acquisition (experience with Apple Search Ads and Google App Campaigns.)
• Experience in mobile analytics, including a mobile measurement partner (MMP)

• REQ-019545
• The annual base pay range for this role is between $115,000 - $125,000 USD
• For roles in the U.S., dependent on your role, you may be eligible for variable pay, such as an annual bonus and restricted stock. Benefits may include medical, dental and vision benefits, Flexible Spending Accounts (F.S.A.s), a company-matching 401(k) plan, paid vacation, paid sick days, paid parental leave, tuition reimbursement and professional development programs.
• For roles outside of the U.S., information on benefits will be provided during the interview process.