Mobile Growth and ASO Manager

TrendLife™, a global leader in consumer digital life protection, is Trend Micro’s business unit which develops solutions for families so they can have peace of mind in the AI era.

At TrendLife™, we’re always seeking exceptional talent; people who want to collaborate with the best and push boundaries together. Here, your work goes beyond building a career. You will help safeguard what matters most and play a vital role in empowering and protecting families in the AI era.

Learn more at trendlife.com

Team: Growth Marketing, TrendLife (Consumer Business of Trend Micro)

Level: Individual Contributor

Reports to: Senior Director, Customer Acquisition

Location: Europe

Travel: Occasional

About the Role

App stores are one of TrendLife's fastest-growing consumer acquisition channels — and a critical part of how customers discover, try, subscribe to, and renew our products.

As Mobile Growth and ASO Manager, you'll own the app store business end to end across all markets outside Japan. That means driving organic discovery through ASO, scaling paid acquisition through Apple Search Ads and Google App Campaigns, and optimizing the customer journey from first impression through trial, subscription, renewal, and win-back.

You'll also own the global app store P&L, with responsibility for revenue, growth targets, and channel investment.

This is a high-ownership opportunity with significant room to build. You'll help shape our strategy across the Apple App Store, Google Play, Microsoft Store, and Mac App Store as we prepare for our biggest consumer launch yet: TrendLife's AI-powered secure companion.

What You'll Own

• App Store Optimization: Own ASO across Apple App Store, Google Play, Microsoft Store, and Mac App Store, including keyword strategy, listing copy, creative assets, ratings and reviews, localization, and ongoing experimentation.

• Paid App Acquisition: Manage and optimize Apple Search Ads and Google App Campaigns, focusing on high-quality trial starts, subscription conversion, CAC, and LTV.

• App Store P&L: Own global app store revenue and growth targets, acquisition and lifecycle investment, forecasting, and channel performance reporting.

• Subscriber Growth: Improve the customer journey from install through trial, conversion, renewal, and win-back. Develop and test pricing, offers, messaging, and engagement strategies to increase subscriber lifetime value.

• Agency & Partner Management: Work closely with our global agency and platform partners to extend execution capacity, identify growth opportunities, and support launches and campaigns.

• Cross-Functional Leadership: Partner with Product, eCommerce, Lifecycle/CRM, Creative, Analytics, and regional teams to turn customer insights and performance data into growth initiatives.

• AI-Powered Growth: Use AI tools to accelerate research, analysis, experimentation, reporting, and workflow automation — and continuously identify new ways AI can improve how we operate.

• Launch Execution: Play a central role in bringing new products and capabilities to market, including our H2 2026 AI secure companion launch.

What You Bring

• Experience in mobile growth, ASO, app marketing, or subscription growth, with exposure to acquisition, retention, or ideally both.

• Hands-on experience optimizing apps in the Apple App Store and Google Play.

• Hands-on experience or strong familiarity with Apple Search Ads, Google App Campaigns, AppsFlyer, or comparable platforms.

• Strong analytical instincts and comfort working with funnels, cohorts, conversion rates, retention curves, CAC, and LTV.

• A commercial mindset — you think beyond campaign metrics and understand how acquisition, conversion, retention, and investment come together to drive profitable growth.

• A test-and-learn mentality and the ability to turn data into clear hypotheses and experiments.

• Curiosity about AI and a willingness to incorporate new tools into your everyday workflow.

• Ability to operate independently while collaborating effectively across Product, Marketing, Analytics, Creative, and regional teams.

Bonus points for experience with: Subscription businesses, consumer technology, cybersecurity or utility apps, international app growth, Firebase, or owning a channel/business P&L.

Why This Role

It's rare to get this level of ownership in an individual contributor role.

You'll have responsibility for a global growth channel, its P&L, meaningful investment, and measurable business outcomes — with the freedom to build and optimize how the channel operates.

You'll join at an especially important moment as TrendLife prepares to launch a major new AI-powered consumer platform and significantly expand its app store business.

Compensation includes a performance bonus tied to channel growth targets. When the business grows, you share in the upside.

At Trend Micro, we embrace change, empower people, and encourage innovation in a connected world. Our diversity and multicultural workforce are key contributing factors to our success across the globe. Trend Micro provides equal employment opportunity for all applicants and employees. Trend Micro does not unlawfully discriminate on the basis of race, color, religion, sex, pregnancy and childbirth or related medical conditions, national origin, ancestry, age, physical or mental disability, medical condition, family care leave status, veteran status, marital status, sexual orientation, or gender identity.