Summary
Overview
Work History
Education
Skills
Websites
English, Hebrew
Languages
Timeline
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Shoham Lachkar

Cedar Park,TX

Summary

Experienced marketing executive with a track record of driving organic growth for mobile applications and digital platforms. Specialized in App Store Optimization (ASO), Search Engine Optimization (SEO), strategic planning, and market analysis. Proven ability to lead high-performing teams, optimize digital presence, and maximize visibility and revenue by improving user acquisition.

Overview

21
21
years of professional experience

Work History

ASO Director

Zynga
04.2021 - Current
  • Lead and expand the ASO team to support Zynga's diverse portfolio of gaming titles
  • Oversee game performance across Google Play, iOS, and emerging digital platforms
  • Align ASO strategies with Product Marketing Managers and game stakeholders to optimize store presence, conduct testing, and manage soft launches, updates, and releases
  • Develop and implement strategic initiatives to enhance app visibility and drive organic growth
  • Supervise keyword research, tracking, and optimization to ensure maximum discoverability
  • Collaborate with internal and external teams to develop and execute data-driven ASO strategies

Director of ASO

SciPlay Corporation
04.2019 - 03.2021
  • Defined and executed ASO strategies for Social Slots and Casual gaming apps, reporting to the CMO
  • Managed a team of ASO experts and content writers to drive organic growth initiatives
  • Increased downloads and conversion rates through continuous optimization and A/B testing
  • Drove substantial organic growth for key titles, including Jackpot Party and Quick Hit Slots

Head of ASO & Marketing Communication

Ilyon Dynamics (Miniclip)
08.2017 - 04.2019
  • Managed a team of ASO experts and content writers to drive organic growth initiatives
  • Enhanced app store visibility and conversion rates through data-driven keyword optimization
  • Spearheaded user acquisition and cross-promotion strategies
  • Key Achievements: Expanded organic downloads from 170M to 500M+ within a year; secured the #1 ranking in Top Free Apps on iOS with a Bubble Shooter game

Director of ASO

Moburst
01.2016 - 08.2017
  • Led an ASO team of 8 professionals, overseeing the company's core service and revenue stream
  • Developed and implemented comprehensive ASO strategies for high-profile clients, including Google, Reddit, and Calm
  • Designed and introduced in-house ASO technology to optimize efficiency and performance

COO & CMO

Treepodia
10.2015 - 10.2016
  • Oversaw marketing operations and strategic business initiatives, reporting to the CEO
  • Managed company financials, budgeting, and fundraising activities
  • Directed marketing, creative, sales, and customer success teams to drive business growth
  • Established partnerships with major clients, including Sears, and Mondelez

Senior SEO Manager & ASO Expert

Caesars Interactive Entertainment
07.2014 - 07.2015
  • Led SEO and ASO strategies for CaesarsCasino.com, achieving top search rankings
  • Optimized Caesars Casino and WSOP poker apps for enhanced visibility and user acquisition
  • Conducted competitive analysis and keyword optimization for the US-regulated online market

Online Marketing Operations (SEO & ASO)

888 Holdings
07.2010 - 07.2014
  • Launched and scaled 888s mobile marketing initiatives
  • Implemented SEO and ASO strategies to increase traffic and app rankings
  • Managed SEO budgets, recruitment, and strategic partnerships

Technical Security Team Lead

Israel Airports Authority
01.2004 - 01.2011
  • Managed a team of 65 examiners, overseeing operational and security procedures
  • Provided training and technical support for airport security technologies

Education

Bachelors Degree - Media Communications & Psychology

Open University

Skills

  • Strategic Planning
  • App Store Optimization (ASO)
  • Search Engine Optimization (SEO)
  • Market Analysis
  • Team Leadership
  • Decision-Making
  • Organic Growth
  • Mobile Marketing

English, Hebrew

Native Hebrew, proficient English

Languages

Hebrew
Native or Bilingual
English
Full Professional

Timeline

ASO Director

Zynga
04.2021 - Current

Director of ASO

SciPlay Corporation
04.2019 - 03.2021

Head of ASO & Marketing Communication

Ilyon Dynamics (Miniclip)
08.2017 - 04.2019

Director of ASO

Moburst
01.2016 - 08.2017

COO & CMO

Treepodia
10.2015 - 10.2016

Senior SEO Manager & ASO Expert

Caesars Interactive Entertainment
07.2014 - 07.2015

Online Marketing Operations (SEO & ASO)

888 Holdings
07.2010 - 07.2014

Technical Security Team Lead

Israel Airports Authority
01.2004 - 01.2011

Bachelors Degree - Media Communications & Psychology

Open University

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Shoham Lachkar