App Retention & Engagement Executive

Role Overview

We are looking for a results-driven App Retention & Engagement Executive to take ownership of the growth, engagement and marketing of the 123Greetings mobile app.

The person will be responsible for creating a strong first experience for new app users, driving ongoing engagement through push notifications and in-app communication, maintaining the app presence across the 123Greetings website, managing ASO, and developing marketing initiatives that increase app installs, downloads, active users, engagement, retention, and ultimately app revenue/subscriptions.

This role requires a combination of app marketing, user engagement, CRM, ASO, content, analytics, and marketing skills.

Key Responsibilities

• New User Welcome & Onboarding
• Own the welcome experience for new app users.
• Develop and manage onboarding communication that helps users understand the value of the 123Greetings app.
• Create strategies to ensure that new users quickly reach their first meaningful action, such as:
• Browsing cards
• Creating/sending an eCard
• Saving a favorite
• Sharing a card
• Subscribing to Pro
• Develop welcome journeys for different user segments and acquisition sources.
• Continuously analyze the onboarding funnel and identify opportunities to improve activation and retention.
• Push Notification & User Engagement
• Own the complete push notification strategy for the 123Greetings apps.
• Develop engaging, timely and relevant push campaigns around:
• Birthdays
• Holidays
• Festivals
• Seasonal occasions
• Friendship and relationships
• Important calendar events
• New card launches
• Trending occasions
• Pro subscription
• Create segmentation-based notification strategies based on user behavior, interests, relationships and past activity.
• Test different notification:
• Headlines
• Copy
• Timing
• Frequency
• CTAs
• Monitor open rates, click-through rates, card sends, conversions and unsubscribe/opt-out rates.
• Build automated notification journeys wherever possible.
• Ensure notifications add value and do not result in notification fatigue.
• 123Greetings Website → App Growth
• Own the 123Greetings App page/section on the website homepage.
• Develop strategies to convert website visitors into app users.
• Work with the product, design and technology teams to continuously improve:
• App promotion placements
• App banners
• App download CTAs
• QR codes
• App landing pages
• Website-to-app journeys
• Identify high-traffic website pages and opportunities for app install promotion.
• Develop campaigns that leverage the existing 123Greetings website audience to increase app downloads.
• ASO – App Store Optimization

Own the ongoing ASO strategy for both iOS and Android apps.

Responsibilities include

• Keyword research and optimization.
• App title and subtitle optimization.
• App description optimization.
• Keyword optimization.
• App screenshots and creative optimization.
• App icon testing and optimization.
• Store listing localization where relevant.
• Competitor ASO research.
• Monitoring app-store rankings and visibility.
• Improving conversion from store visit → install.
• Managing seasonal ASO updates around major occasions and holidays.
• Conducting A/B tests on store creatives and messaging wherever available.
• App Install & Download Growth

Develop and execute an overall marketing strategy to increase qualified app installs and downloads.

Channels may include

• 123Greetings website
• Email marketing
• Push notifications
• Social media
• Organic search
• App Store / Google Play optimization
• Paid digital advertising
• Influencer/creator partnerships
• Affiliate partnerships
• Content marketing
• Referral campaigns
• Cross-promotion
• Seasonal campaigns
• PR and media outreach
• Partnerships and co-marketing
• QR-code campaigns
• Offline-to-online campaigns
• Retargeting
• App Engagement & Retention
• Develop strategies to increase DAU/MAU and user retention.
• Identify reasons for user drop-off after installation.
• Create re-engagement campaigns for inactive users.
• Build lifecycle campaigns such as:
• Seasonal & Occasion-Based App Marketing:

123Greetings is an occasion-driven product, so the person will be responsible for creating an annual App Marketing Calendar covering major:

• U.S. holidays
• Birthdays
• Relationship occasions
• Festivals
• Awareness days
• Seasonal events
• Trending occasions
• Analytics & Performance Reporting

Track and report on the complete app growth funnel.

Key metrics include

• App installs
• App Store conversion rate
• New users
• Retention
• Push notification open rate
• Push CTR
• Cards sent per user
• Repeat users
• Re-engagement
• Pro conversion
• Acquisition Source.

Ideal Candidate

• 1-3 years of experience in app marketing, mobile growth, digital marketing, CRM or user engagement.
• Strong analytical and data interpretation skills.
• Excellent copywriting and campaign-planning skills.
• Strong understanding of the U.S. consumer market is preferred.