Aitor Fernández, ASO and app marketing consultant

Aitor Fernández is a freelance ASO and app marketing consultant based in Málaga, Spain. He has about 7 years of experience in ASO and about 10 in digital marketing. He has worked as an ASO Manager at Binance/CoinMarketCap and at West520, and as an App Marketing Specialist at App Radar, and he has led ASO for apps such as FlipaClip.

What I do and who I work with

I help apps and games get more organic downloads on the App Store and Google Play. I work with indie developers, mid-sized studios and companies, remotely, with clients all over the world.

My work covers everything that moves organic growth: keywords, store listings, creatives (screenshots, icons and video), A/B testing, In-App Events, custom product pages, localization, and Apple Ads at a basic and strategic level. I also work explicitly on making apps visible in ChatGPT and other AI assistants. What I don't do: paid ads or paid user acquisition. You'll find the details of each service on my ASO and app marketing services page.

Results I can share

• Redvel Games: a Ramadan icon for Soccer Star 2018 World Legend lifted downloads by 30%.
• Atalana Games: more than 1 million organic downloads with our idle games, Idle Island Tycoon and Idle Vikings Tycoon, at the height of the genre's boom.
• CoinMarketCap: the app wasn't optimized in a single country; we expanded it from tier 1 down to tier 4 markets to gain impressions.
• A social casino app: new screenshots raised store listing conversion by 3%.
• A Christmas In-App Event for a social casino app in the U.S.: more than 200,000 impressions in one month, with over 99% of interactions coming from people who already had the app.

Career

I started in digital marketing with a website of my own, Qué Móvil Me Compro, where I was CEO from 2017 to 2021. That's where I learned SEO, and it led me to apps:

• Redvel Games (2019–2021), as ASO Consultant: launches such as Soccer Star Hero, Idle Clicker Hero and Soccer Star Football Cards.
• VlezGames and Atalana Games (2019–2023), two game studios I co-founded. At Atalana I was CMO.
• SEO Alive (2021), as ASO Manager.
• App Radar (2021–2022), one of the best-known ASO platforms and agencies in the industry. As App Marketing Specialist, I did ASO consulting for its biggest accounts: games with tens of millions of users and brands like 8 Ball Pool, Golf Battle, World of Warships, Kingdom Rush and Adidas Running.
• Binance/CoinMarketCap (2022–2023), as ASO Manager for the CoinMarketCap app.
• West520 (since January 2024), as ASO Manager for 6 social casino and daily fantasy sports (DFS) apps at once.

Alongside that, as a freelancer, I've handled ASO, In-App Events and new screenshots for FlipaClip, an app with tens of millions of downloads, and worked with the El Chiringuito app and with PlayJoy, which makes Spanish board games.

Featured in Applift

In January 2026, I was one of the 7 experts Applift invited to its 2026 app marketing predictions. My main point: we're moving from Search Optimization to Discovery Optimization. If an AI assistant can't clearly understand what your app offers, you basically don't exist.

My own apps

I design, build and ship my own iOS apps, and I use them to test what I recommend to clients:

• Ferro, a strength training app I launched with ASO metadata in 30 languages. It taught me never to publish a localization without reviewing it language by language.
• HouseSaver, an app for planning your savings to buy a home.

Education

• CXL: Conversion Optimization Minidegree (2023).
• The Power MBA: Business & Digital Marketing Program (2017–2018).

How to work with me

1. A free mini audit of your store listing, if your app is already live: I'll tell you what I'd change first.
2. A proposal: a fixed-price foundation plus optional monthly management.
3. Paid upfront, with no lock-in.
4. Work and monthly measurement. On the App Store, results take at least a month and a half to show; on Google Play, at least three months.

If you want to see how I think before we talk, start with my guide on how to get more app downloads.