In this work, we develop mathematical and algorithmic tools for the self-optimization of mobile cellular networks. Scalable algorithms which are based on local measurements and do not require heavy coordination among the wireless devices are proposed. We focus on the optimization of transmit power and of user association. The method is applicable to both joint and separate optimizations. The global utility minimized is linked to potential delay fairness. The distributed algorithm adaptively updates the system parameters and achieves global optimality by measuring SINR and interference. It is built on Gibbs' sampler and offers a unified framework that can be easily reused for different purposes. Simulation results demonstrate the effectiveness of the algorithm.