Exploring App Store Success: How Shoham Lachkar Helps Brands Scale Organically

"Shoham Lachkar is an industry-recognized mobile growth expert with over 15 years of experience in ASO (app store optimization), SEO, and performance marketing initiatives. Lachkar holds expertise in ASO, organic growth, user psychology, and mobile marketing and contributes to building scalable frameworks globally. As a leader across multiple top mobile-gaming and marketing organizations, she oversaw ASO strategy for a global portfolio of widely used apps and collaborated with brands whose products have achieved significant reach across major app stores."

"Lachkar specializes in ASO, mobile growth strategy, conversion rate optimization, metadata and creative experimentation, and full-funnel organic acquisition. She is the Director of App Store Optimization at Zynga, guiding global optimization efforts across diverse app categories. Lachkar has led ASO strategies for top apps in gaming, fintech, health, lifestyle, and e-commerce."

"Lachkar started her work in the early days of ASO. She "loved the intersection of data, creativity, and behavior," scaled apps for large user bases, and understood the psychology of user engagement. Lachkar began by optimizing websites through SEO (Search Engine Optimization) and later expanded into mobile marketing as early smartphones and app stores were emerging. Building on that foundation, she developed expertise in ASO at a time when few recognized its potential."

"ASO, Lachkar says, is not simply "nice-to-have" but a necessity for growth and development, because it strengthens other strategies and is also a user growth channel of its own. According to her expertise, ASO increases organic downloads, assists with cost-effective user acquisition, improves conversion rates, helps apps stay competitive in competitive markets, while also helping close loops of paid efforts like influence marketing, brand campaigns, offline campaigns, and other paid investments."

Shoham Lachkar is an industry-recognized mobile growth expert with over 15 years of experience in ASO, SEO, and performance marketing. Lachkar specializes in ASO, mobile growth strategy, conversion rate optimization, metadata and creative experimentation, and full-funnel organic acquisition. Lachkar serves as Director of App Store Optimization at Zynga and has led ASO strategies across gaming, fintech, health, lifestyle, and e-commerce. Lachkar began in SEO and transitioned into mobile marketing as smartphones and app stores emerged, building expertise early in ASO. Lachkar positions ASO as a necessary growth channel that increases organic downloads, improves conversion, and augments paid efforts.

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