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About the Job

You own the entire app store business for TrendLife across all RoW markets - not just acquisition, but the full lifecycle. New installs, trial conversion, subscription retention, churn reduction, LTV optimization, and revenue growth across four storefronts: Apple App Store, Google Play, Microsoft Store, and Mac App Store. You own the app store P&L. When a customer discovers TrendLife in an app store, every touchpoint from first impression through long-term retention is your responsibility.

This role is central to the launch of TrendLife's upcoming AI secure companion platform in H2 2026. App stores are becoming an increasingly critical distribution channel, and TrendLife is investing heavily here. You'll use AI as your default toolkit - keyword research, competitive monitoring, listing optimization, churn analysis, retention modeling, performance reporting - all of it runs through AI tools first. You should be the kind of person who opens Claude Code to answer a data question before opening a spreadsheet.

P&L Ownership

• Own the app store P&L across all four storefronts and all RoW markets: revenue, costs, margin, and growth targets

• Forecast app store revenue and manage budgets for both paid acquisition (Apple Search Ads, Google App campaigns) and retention/lifecycle activities

• Report on full-funnel app store performance: installs, trial starts, trial-to-paid conversion, renewal rates, churn, LTV, and revenue contribution to overall business targets

• Use AI to build your own P&L dashboards and financial models - daily revenue tracking, cohort analysis, and scenario modeling using Claude Code or Python

Acquisition and ASO

• Own ASO across all four storefronts: keyword strategy, listing copy, visual assets (screenshots, preview videos), and ratings/reviews management

• Use AI for keyword research and optimization at scale - competitive keyword analysis, search volume modeling, and automated opportunity identification across markets and languages

• Generate and test listing copy variations using AI tools; run systematic A/B tests on store listings

• Manage Apple Search Ads and Google Play campaign budgets; optimize for cost-per-install and downstream subscription conversion

• Use AI-powered competitive intelligence: monitor competitor keyword rankings, creative approaches, pricing, and promotional activity automatically

• Localize store presence across regions using AI-assisted translation and localization workflows

Retention, LTV, and Lifecycle

• Own subscription retention and churn reduction across all app store channels - this is as important as new customer acquisition

• Analyze and optimize the full subscriber lifecycle: trial conversion rates, auto-renewal rates, win-back campaigns, pricing and packaging, and upgrade paths

• Use AI to build cohort analysis models, predict churn risk, and identify the levers that drive LTV improvement

• Leverage Firebase as a core operational platform - Firebase Analytics for in-app event tracking and audience segmentation, Remote Config and A/B Testing for experimentation, Cloud Messaging for push notification campaigns, and Crashlytics insights to correlate stability with churn

• Manage app store subscription pricing, promotional offers, introductory pricing, and bundle strategies across markets

• Monitor and optimize App Store and Google Play billing, subscription hooks, and auto-renew configurations

• Develop and execute win-back strategies for lapsed subscribers using AI-driven segmentation and personalized re-engagement

Product and Launch Coordination

• Lead the app store strategy for the upcoming AI secure companion platform launch - storefront positioning, launch creative, feature nominations, and promotional placements

• Manage the TrendLife rebrand rollout across all app store listings: updated branding, assets, and messaging

• Work with product teams on app store feature requests, release cadence, and review response strategy

• Align app store funnels with web-based acquisition to ensure consistent user experience and prevent channel conflict

Ratings, Reviews, and Brand Health

• Own ratings and review management strategy across all storefronts - response workflows, sentiment analysis, and feedback loops to product

• Use AI to monitor review sentiment at scale, identify emerging issues, and prioritize product feedback

• Drive initiatives to improve and maintain store ratings, which directly impact organic visibility and conversion

Cross-Functional Coordination

• Partner with the Affiliate Growth Manager on app-specific partnership opportunities

• Coordinate with regional leads (NABU, AMEA, Europe) on market-specific priorities and localization

• Work with Performance & Analytics on attribution for app store installs, subscriptions, and lifetime value

• Feed learnings into the global experimentation framework

• Coordinate with the CRM and lifecycle marketing teams on subscriber engagement across app and web channels

• 3-5 years in app store management, mobile growth, or subscription lifecycle management - ideally owning both acquisition and retention for an app-based subscription product

• Hands-on ASO experience across Apple App Store and Google Play; Microsoft Store and Mac App Store is a bonus

• Experience managing a P&L or revenue target for an app store channel - you understand subscription economics, LTV, churn, and the full lifecycle, not just installs

• Experience with Apple Search Ads and/or Google App campaigns

• Hands-on experience with mobile measurement and attribution platforms - AppsFlyer, Adjust, Branch, or Kochava - including SKAdNetwork/SKAN configuration, deep linking, and post-install event tracking

• Strong working knowledge of Firebase - Analytics, Remote Config, A/B Testing, Cloud Messaging, and Crashlytics - as a day-to-day operational and experimentation platform

• Genuine curiosity about AI tools: you naturally gravitate toward using AI for research, analysis, and content creation - and you're excited to learn Claude Code and build your own workflows

• Analytical mindset: comfortable with cohort analysis, retention curves, LTV modeling, and subscription funnel metrics - not just vanity install numbers

• Proficiency with ASO and app intelligence platforms: AppTweak, Sensor Tower, data.ai, SplitMetrics, or similar - for keyword tracking, competitive benchmarking, A/B testing store listings, and market sizing

• Familiarity with subscription analytics and revenue tools: RevenueCat, Adapty, or native App Store Connect / Google Play Console analytics for subscription performance, churn diagnostics, and pricing experiments

• A learning mentality above all - this is a role where you'll grow fast if you bring curiosity and initiative

• Bonus: experience with subscription-based apps, security/utility category, or consumer tech