When people look for the strategic mind guiding some of the world’s most successful mobile products, Shoham Lachkar stands out as a Mobile Growth Expert whose work in App Store Optimization and organic acquisition has shaped global success stories across multiple industries. Her career reflects long-term dedication to understanding what makes apps grow and what keeps users engaged.
A Career Built on Curiosity and Early Expertise
Shoham entered the mobile field at a time when ASO was scarcely recognized. Without a traditional Silicon Valley background, she strengthened her place in the industry by committing to ASO at the very beginning of its development. This early focus helped her step into leadership roles such as Director of ASO at Zynga, a Take-Two company, where she guided optimization strategies for apps that reached well over 100 million monthly users.
Prior to Zynga, she directed ASO efforts at SciPlay and Ilyon, where she supported casual and social casino titles in reaching leading chart positions. At Moburst, she collaborated with well-known brands such as Google, Reddit, Deezer, and Calm. Her previous experience at 888 Holdings and Caesars Interactive expanded her impact, including the launch of 888’s first mobile casino app and the creation of an internal Mobile Experts Forum that supported company-wide mobile growth.
Shoham’s work now reaches a global scale, influencing products that collectively exceed billions of installs.
Why ASO Matters for Every App
Shoham has spent years helping teams understand that App Store Optimization is a foundational part of a strong Mobile Marketing Strategy. It strengthens visibility, conversion, and long-term growth.
Through structured ASO Frameworks, she helps teams accomplish several goals:
1. Increase organic downloads
ASO guides an app toward stronger visibility through refined keywords, metadata, relevance, and ranking positions. Since most users discover apps through search, strong ranking signals help bring steady organic downloads without constant reliance on ads.
2. Support cost-effective acquisition
ASO improves long-term traffic and reduces overall user acquisition costs. Once metadata, creative assets, and keywords are optimized, results continue to build over time.
3. Strengthen conversion rates for all traffic
Refined screenshots, better messaging, and improved video previews inspire confidence. This lifts conversion rates for both paid and organic traffic, which makes ASO especially important before increasing ad spend.
4. Stay competitive in crowded categories
Millions of apps compete for attention. ASO helps an app remain visible during shifts in user behavior and search trends, and helps a product stay present in categories where competition is intense.
A Growth Approach Grounded in People and Insight
What distinguishes Shoham’s work is her blend of technical skill, user psychology, product intuition, and hands-on analysis. She regularly tests apps as a real player or user before optimizing anything. In one project, she noticed an onboarding step that felt confusing. Addressing that single moment created a measurable lift in early engagement. Experiences like this highlight how a human perspective combined with data can reveal meaningful opportunities.
She has guided teams through demanding launches, mentored indie developers seeking clarity, and supported small and mid-size teams who need guidance without large budgets. These moments reflect her commitment to accessible growth and community support.
Looking Ahead: ASO for Everyone
Shoham’s long-term goal is to make App Store Optimization accessible and practical for teams of all sizes. She wants indie developers and small businesses to benefit from the same structured, strategic Organic Growth Strategy traditionally used by large publishers. She also views AI as a tool that can help teams work faster, test more effectively, and gain insights at scale that once required large budgets.
Recently selected as a Women of the Year Finalist by the Mobile Growth Association and chosen as a Globee Awards Judge, Shoham continues to contribute meaningful thought leadership to the field.
For anyone interested in App Visibility Optimization, Conversion Rate Optimization, Mobile User Acquisition, or growing your mobile audience, Shoham Lachkar remains a trusted voice who brings clarity and direction to the future of ASO.
