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

Position Overview

Manager, App Growth Media and App Store Marketing (ASO) based in New York, NY. Location: New York.

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.

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.

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.

Key Responsibilities

• 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 for keyword updates, listing experiments, and features based on best practices, the unique landscape of each app's category, and major launches or tentpole moments.
• Monitor ASO program health by measuring keyword performance, category rankings, listing conversion, and downloads; use these insights to design ongoing optimizations and report performance data to enterprise partners.
• Remain informed of the latest developments in app marketplace technology, guidelines, and editorial standards, and communicate with marketplace representatives.
• Lead the end-to-end planning of a multi-channel app paid media strategy, including directing agency partners and consulting internal creative teams on channel best practices and creative insights.
• Analyze performance trends of app install campaigns (e.g., CTR, CPI, CPO) to advise on impactful optimizations and strategic shifts.
• Partner with data, product, engineering, and legal teams to improve measurement approaches and mobile measurement partner integration.
• Experience Required: 5+ years working in mobile app marketing.

Preferred Qualifications

• 2+ years managing App Store Optimization strategy with a 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, with experience in Apple Search Ads and Google App Campaigns.
• Experience in mobile analytics, including work with mobile measurement partners (MMPs).

Compensation and Benefits

• Compensation: The annual base pay range for this role is between $115,000 - $125,000 USD. For roles in the U.S., you may be eligible for variable pay, such as an annual bonus and restricted stock. For roles outside of the U.S>, information on benefits will be provided during the interview process.
• 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.