Simon Thillay is Head of ASO at App Tweak. Simon leads an international team of ASO Experts servicing top apps across a variety of categories and countries, and contributes to advancing ASO knowledge with practical research and frameworks such as A/B/B testing or Brand Defense Cost Modeling in Apple Search Ads. A seasoned speaker at mobile growth conferences, he is also a co-author of The Advanced ASO Book - 2022 and hosts many online webinars.