Marketing Analyst, Subscription Growth

AccuWeather is expanding its Marketing team and looking for a Marketing Analyst, Subscription Growth to join the growing team. The Marketing Analyst, Subscription Growth supports AccuWeather's subscription growth strategy across App Store Optimization (ASO), search and discovery, and user journey analytics. This role partners closely with Product, Development, Creative Services, and the Analytics team to improve app store visibility, conversion, and the acquisition-to-retention funnel for AccuWeather's Premium+ subscription products. The ideal candidate brings hands-on ASO experience, can demonstrate organic growth, is comfortable with mobile app and subscription funnel metrics, and has the analytical fluency to translate performance data into clear, actionable recommendations, without duplicating the deep, statistical work owned by the core Analytics team.

KEY RESPONSIBILITIES

• Own day-to-day App Store Optimization (ASO) execution across the iOS App Store and Google Play, including keyword research, metadata, and listing optimizations.
• Monitor app store rankings, category performance, and keyword rank tracking using tools such as Sensor Tower, Mobile Action, AppTweak, or AppFollow.
• Partner with Creative Services to test and refine app screenshots, preview videos, IAE, and store listing copy through structured A/B testing (e.g., Google Play Console Experiments, Apple Product Page Optimization).
• Track and analyze the acquisition-to-retention user journey (install → activation → engagement → subscription conversion → upgrade), surfacing insights and flagging drop-off points for the teams to investigate further.
• Support search and discovery performance across owned channels, including organic search visibility and in-app discovery pathways for Premium+ features.
• Build and maintain recurring reporting dashboards on ASO, campaign, and subscription funnel performance for marketing leadership and cross-functional stakeholders.
• Collaborate with Product and Development to align organic app store presence and discovery experiences with the product roadmap and release cycles.
• Collaborate with Marketing team members to align ASO activities with other seasonal and scheduled promotional activities in support of subscription growth.
• Partner with the Analytics team on data requests and validation, serving as marketing’s day-to-day analytical point of contact.
• Support campaign performance analysis for major marketing initiatives (e.g., seasonal and acquisition campaigns), identifying trends across App Store visits, redemptions, conversion, and install-campaign metrics (e.g., CPI, CPO) where relevant.
• Quantify and report the organic lift driven by ASO relative to cross-functional efforts, helping distinguish organic vs. paid contribution to installs and conversion when relevant.
• Monitor competitor app store presence, ratings, and reviews (e.g., using SimilarWeb), flagging trends and opportunities for the broader team.
• Support evaluation and reporting for in-app engagement and messaging platforms (e.g., Airship, Piano, Braze and similar vendors).
• Explore and evaluate AI-powered tools to improve reporting efficiency, keyword research, and creative testing workflows.
• Performs other duties as assigned.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, Analytics, or a related field.
• 2–4 years of experience in growth marketing, subscription marketing, app marketing (ideally including hands-on ASO work), or marketing analytics.
• Working knowledge of App Store Connect and Google Play Console, and familiarity with ASO tools (e.g., Sensor Tower, Mobile Action, AppTweak, AppFollow, App Annie).
• Comfort working with mobile app and subscription funnel metrics (installs, conversions/upgrades, DAU/MAU, churn, ARPU).
• Working appreciation and application of brand guidelines into marketing communications.
• Proficiency with Excel/Sheets and data visualization tools (e.g., Tableau, Looker, Data Studio).
• Strong analytical and communication skills, with the ability to translate performance data into clear, actionable recommendations for non-technical stakeholders.
• Highly collaborative, with experience working across Marketing, Product, Development, and Analytics teams.
• Comfortable managing multiple ongoing workstreams and reporting cadences.

Preferred Qualifications:

• Experience at an app-centric, media or weather company, agency, or with subscription-based mobile products.
• Familiarity with the iOS and Google Play subscription and in-app purchase ecosystems.
• Exposure to in-app engagement/messaging platforms (e.g., Airship, Braze, or similar CDP/ESP tools).
• Exposure to and integration of Claude into productivity enhancements.
• Familiarity with Mobile Measurement Partners (MMPs) such as AppsFlyer or Adjust is a plus.