ASO Strategist New Boston, MA; Charlottesville, VA; Columbus, OH; Durham, NC

Company: Willowtree
Location: Boston
Posted on: June 1, 2025

Job Description:

Boston, MA; Charlottesville, VA; Columbus, OH; Durham, NCWho We AreWelcome toTELUS Digital - where innovation drives impact at a global scale. As an award-winning digital product consultancy and the digital division of TELUS , one of Canada's largest telecommunications providers, we design and deliver transformative customer experiences through cutting-edge technology, agile thinking, and a people-first culture.In January 2023, TELUS Digital acquired WillowTree, creating a combined firm with service offerings spanning Customer Experience and Digital Solutions.With a global team across North America, South America, Central America, Europe, and APAC, we offer end-to-end expertise across eight core service areas: Digital Product Consulting, Digital Marketing Services, Data & AI, Strategy Consulting, Business Operations Modernization, Enterprise Applications, Cloud Engineering, and QA & Test Engineering.From mobile apps and websites to voice UI, chatbots, AI, customer service, and in-store solutions, TELUS Digital enables seamless, trusted, and digitally powered experiences that meet customers wherever they are - all backed by the secure infrastructure and scale of our multi-billion-dollar parent company.Location & FlexibilityOur ASO Strategist is an integral part of our team at TELUS Digital. To help retain our deep culture of collaboration, this role will maintain an in-office presence in a hybrid capacity (Tuesdays, Wednesdays, Thursdays). This role can be located in Boston, MA, Charlottesville, VA, Columbus, OH, or Durham, NC.The OpportunityOur ASO Strategist will help shape how SEO, ASO, and GEO integrate into WillowTree project work in a way that improves UX and boosts qualified organic traffic. You'll play an integral part on cross-functional project teams. You'll conduct site & app store audits, build technical SEO requirements, provide content strategy guidance, and tactical optimizations. You'll shape SEO, GEO, and ASO best practices for both clients and internal teams, analyze organic traffic behavior and recommend audience segmentation, and serve as the primary point of contact for SEO- and ASO-related client questions.Responsibilities

• Conduct technical site audits & monitor site health via SEO tools
• Develop custom technical SEO requirements, such as Schema Markup recommendations and 301 redirect maps, for Engineering teams to implement
• Design and implement automated regression tests with Test Engineers across multiple environments to identify site and page template issues
• Collaborate daily with cross-disciplinary teams such as Engineering & Test Engineering, Product Leads, Analytics, Design, Content, Strategy, and Research to create an amazing product experience for our clients
• Build SEO- and AI bot-friendly CMS solutions with customized fields in partnership with Engineering
• Conduct keyword research for both SEO & ASO projects to influence the product teams' strategy
• Conduct client competitor research to develop meaningful, quantitative, and qualitative insights that drive qualified organic traffic
• Design reporting dashboards with event tracking, custom formulas, and segmentation in partnership with Analytics Architects that drive business impact and ladder up to clients' business objectives
• Leverage analytics tools to identify gaps or friction in the user journey to better drive qualified traffic and enhance the conversion rate that directly drives client business impact
• Stay on top of industry trends and search engine algorithms to inform new strategies
• Develop & deliver presentations that highlight SEO & ASO insights, technical enhancements, content recommendations, training materials, etc., for internal and client teams
• Collaborate with client & project team to develop & manage app store listing A/B tests
• Work collaboratively on project work across many product team disciplines while also tapping into and supporting the broader SEO team as needed
• Work with a high degree of autonomy on up to two projects at a timeQualifications
  • Minimum of 4+ years SEO and/or ASO experience at a digital agency or in-house
  • A passion for the evolving search landscape and working knowledge of how LLMs and AI Search can be optimized to drive qualified traffic and conversions
  • Experience and passion for App Store Optimization (ASO) and app store A/B testing
  • You're knowledgeable about modern web technologies and understand server-side rendering, single-page applications, and how bots crawl a site
  • You've developed or implemented technical SEO and content recommendations that drove organic search growth and met a client's business outcomes
  • Understand the importance of Conversion Rate Optimization and how SEO overlaps with this discipline
  • Ability to communicate your ideas and tactical recommendations to both technical and non-technical audiences
  • An eye for detail and an enthusiasm for documentation and organization
  • A data-driven approach and understanding of how web performance, usability, and other facets of web technologies like voice search and A/B testing can impact SEO, with the ability to create forecasting models estimating the impact of implementing work
  • A familiarity with tools like: Google Search Console, Google Analytics, Amplitude, Google Data Studio, Google Big Query, Screaming Frog, seoClarity, BrightEdge, Ahrefs, SEMRush, Conductor, or other similar tools
  • Can effectively manage workload and commitments on up to 2 projects
  • A tenacious approach to problem-solving and can navigate ambiguity with grace
  • A self-starter who can operate independently across offices and in remote environments
  • A growth mindset and passion to continuously learn about web development and other intersections of SEO, AI Search, and ASO (like Engineering, Design, and Content Strategy)
  • Direct experience with web products, native mobile apps, and development teamsBonus Points
    • Bachelor's degree in Computer Science, Marketing, or a related field
    • Background in Web Development, UX, Content Marketing, and/or Product Strategy
    • Familiarity with A/B/n and multivariate testing methodologies
    • Experience with JIRA and similar project management platformsEqual Opportunity EmployerAt TELUS Digital, we are proud to be an equal opportunity employer and are committed to creating a diverse and inclusive workplace. All aspects of employment, including the decision to hire and promote, are based on applicants' qualifications, merits, competence and performance without regard to any characteristic related to diversity.What We'll OfferIn addition to a great culture and interesting work with opportunities for growth and development, this position is eligible for the following benefits:
      • Healthcare benefits - Medical, Vision, Dental (Including an option for 100% coverage of individual employee medical premiums)
      • Life & Disability Insurance
      • 401K matching
      • Flexible paid time off & paid company holidays
      • Employee Share Purchase Plan
      • Employee Assistance Program (EAP)
      • And more!*Individual compensation is based on various factors unique to each candidate, including skill set, experience, qualifications, and other job-related reasons determined during the interview process. Role ranges are periodically reviewed and updated based on market changes, internal needs, and industry trends. To drive ongoing pay equity for team members, WillowTree conducts regular compensation audits.USA Pay Range$80,000 - $105,600 USDCreate a Job AlertInterested in building your career at WillowTree? Get future opportunities sent straight to your email.Apply for this job*indicates a required fieldFirst Name *Last Name *Preferred First NameEmail *Phone *Location (City)Resume/CV *Enter manuallyAccepted file types: pdf, doc, docx, txt, rtfEnter manuallyAccepted file types: pdf, doc, docx, txt, rtfLinkedIn URL (Please list N/A if you don't have one) *How did you hear about us? * Select...Where did you hear about us? * Select...Referring TELUS Digital teammate name (current or former) if applicable.Are you legally authorized to work in the U.S.? * Select...Will you now, or in the future, require TELUS Digital to provide sponsorship or sponsor an immigration case in order to employ you? (For example, H-1B or other employment-based immigration case) * Select...Please confirm the location you'll be working from in a hybrid model by checking the appropriate box * Select...Are you comfortable with the salary range provided? * Select...Do you have working experience with ASO (App Store Optimization)? * Select...(USA) Voluntary Demographic QuestionsWillowTree knows incredible talent comes from all backgrounds. Our differences, both visible and invisible, benefit our teams, our communities, and the products we craft. We're deeply committed to building teams that reflect the diversity of the populations we serve.To ensure we're reaching talent from all backgrounds, we invite applicants to complete the following VOLUNTARY demographic questions. For each question, you have the option to select "I do not wish to answer." Your responses will be processed separately from your application and will not be used in the hiring process or decision. We use this data (aggregate only) to assess and improve our hiring outreach and processes to better include and support individuals of all backgrounds.WillowTree is committed to providing equal employment opportunities to all employees and applicants for employment regardless of race, color, religion, creed, age, national origin or ancestry, ethnicity, sex, sexual orientation, gender identity or expression, disability, military or veteran status, or any other category protected by federal, state, or local law.
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