Role
Lead strategist
Positioning · Category strategy · Founder-led engagements
On every account from diagnostic through the first ship cycle. Continues on Brand and Scale engagements as the standing operator.
the practice
A senior operator practice for apps that want to compound.
The App Growth wing of Growth Legendary is a specialist practice for App Store Optimisation, App Advertising and App Store Essentials. We operate as a plug-in growth function, one senior operator inside your team, on a 90-day cadence, with evidence attached to every ship.
30-day
notice, no lock-in
4
operating practices
6
one-time services
90-day
operating wave
origin
how we got here
We built this practice inside product teams before we ran it for anyone else. Every recommendation we make is one we've shipped in production and watched compound, or fail, over a real quarter.
The reason we run App Growth as its own wing is simple: App Store Optimisation is not a marketing sub-task. It is an operating system. Store search, category browse, editorial placement, ad-driven store visits and assistant recommendations all move on the same listing. Treating them as separate teams is why most apps have accidental organic install curves.
We are part of a small, senior operator collective across design, video, growth and analytics. Same standards, same operating cadence. We specialise in what happens inside the store, on the ad account, and in the recommendation panel.
operating principles
how the practice runs
Six rules the practice never breaks.
Evidence over opinion.
We publish written diagnoses, release-diff tables and boundary strips on every case. If we can't show the mechanism, we don't claim the result.
One operator per account.
The senior who scopes the work runs the work. No junior handoff, no pod rotation, no account-management layer between decision and ship.
Cadence is the compounding.
Ninety-day waves, weekly ships, monthly reviews. Nothing gets parked; if a test fails the next test is in the same cycle.
Discovery is broader than search.
Store search, category browse, editorial surfaces, ad-driven store visits and assistant recommendation panels are one system, measured together.
Both stores, both audiences.
App Store and Google Play behave differently. So do the person using the app and the person choosing it. We separate the language for each.
No cart, no account.
Every enquiry lands on a single five-field form. No payment gateway, no signup, no dark patterns.
restraint
what we deliberately don't scale
The practice stays small on purpose. These are the constraints that keep it that way.
Every one of these rules costs us revenue. We keep them because the alternative is the agency model we spun out to avoid.
01
A capped roster.
We hold a hard cap on active engagements per operator. When the cap is full, we say so, and offer a start date, not a discount.
02
No proposals over three pages.
Every engagement scope fits on three pages: diagnosis, scope, cadence. If it needs more paper, the scope is wrong.
03
No dashboards without a diagnosis.
We don't ship a dashboard until the written diagnosis is in your inbox. Numbers without a read are noise.
04
No add-on tax between tiers.
Localisation, CPPs, review cadence and AI Discovery are inside the subscription. If a tier needs it, the tier has it.
05
No named case without written consent.
Every public case file names the brand only after the client signs off on the wording. Withheld mechanisms stay withheld.
06
No renewals we don't earn.
Thirty-day notice, no lock-in, no auto-escalating retainer. If we're not the right operator anymore, we say so first.
the team
operators, not a pod
Operators, not a pod.
One senior operator on every account. Standing practice behind them. The person on the diagnostic call is the person on the account, with no swap-out later. These are the roles that staff every engagement; named bios publish only with consent.
Role
Head of ASO
Keyword strategy · CPP matrix · Store experiments
Owns the weekly keyword-refresh cadence and the biweekly Custom Product Page ship on Foundation and above.
Role
Head of AI Discovery
Assistant-answer optimisation · AI-tag engineering · Panel design
Runs the tracked-prompt panel across ChatGPT, Gemini, Perplexity, Copilot and Apple Intelligence for every engagement.
Role
Data & research lead
Benchmarks · Methodology · Review-mining
Owns the data briefs, methodology hygiene, and the numbers behind every business review.
not a fit
where we say no
We keep the practice small on purpose, which means we turn down more work than we take on. If any of the below is what you're buying, we're not the right operator.
- ✕You want to buy rankings, not build a listing that earns them.
- ✕You want a monthly slide deck without shipped changes attached.
- ✕You want an outsourced marketing team; we operate a single practice inside your team.
- ✕You want incentivised reviews, review farms, or paid keyword installs. We won't ship any of it.
start
A written diagnosis before any contract is signed.
Send us the store URLs. We return an audit across the five practices, with the mechanism we'd change and the cadence we'd run, inside a week, at no cost.