About 123Greetings

123Greetings is one of the world’s largest online greeting card platforms, connecting millions of people through meaningful celebrations and relationships.

Our mission is evolving beyond greeting cards. We are building a platform that helps people celebrate life, strengthen relationships and create meaningful human connections every day.

We are looking for a Business Analyst who shares this vision and can transform it into an exceptional digital experience.

Position

Overview The Business Analyst will own the complete customer journey across 123Greetings.com.

This is a business-critical leadership role responsible for ensuring that users effortlessly discover relevant content, engage with our platform, send more eCards and return regularly.

The role combines Product Management, Information Architecture, Content Strategy, SEO, Analytics and User Experience.

The Business Analyst will continuously optimize every aspect of the website with one objective:

Grow traffic. Increase engagement. Maximize successful eCard sends.

Key Responsibilities

1.

Website

Ownership

Own the overall health and performance of the website.

Responsible for

- Overall customer experience
- Navigation
- Discoverability
- Homepage merchandising
- Landing pages
- Website quality
- User journeys
- Engagement
- Conversion optimization

Become the internal owner of the website.

- User Journey & Experience

Study how visitors interact with the website.

Continuously improve

- Homepage experience
- Event pages
- Category pages
- Relationship pages
- Search experience
- Card browsing
- Card discovery
- Card sending journey
- Thank-you page experience
- Cross-linking opportunities

Identify friction points and recommend improvements using data.

3.

Events Calendar

Management

Own the annual celebrations calendar.

Responsibilities include

- Global holidays
- National holidays
- Cultural celebrations
- Religious festivals
- Fun observances
- Appreciation days
- Seasonal campaigns
- Emerging celebrations

Determine

- Launch timelines
- Content readiness
- Event prioritization
- Homepage visibility
- Category placement




- Event retirement

Ensure every event receives the appropriate visibility and card inventory.

4.

Website

Taxonomy & Information Architecture

Own the complete organization of the website.

Responsible for

- Event hierarchy
- Category hierarchy
- Relationship hierarchy
- Theme hierarchy
- Collection pages
- URL structure
- Internal linking
- Navigation menus
- Breadcrumbs
- Related content

Ensure every card is correctly classified across multiple dimensions.

5.

Card Inventory

Management

Maintain a healthy, balanced and high-quality catalogue.

Responsible for

- Number of cards per event
- Number of cards per relationship
- Seasonal coverage
- Identifying content gaps
- Card retirement
- Duplicate detection
- Featured cards
- Trending cards
- Editorial recommendations

Recommend current card production based on user demand and analytics.

- SEO & Organic Growth

Partner with the SEO team to improve:

- Organic traffic
- Search visibility
- Category rankings
- Event rankings
- Internal linking
- Search intent coverage
- Evergreen landing pages

Ensure the website architecture supports long-term SEO growth.

7.

Website

Merchandising

Own all promotional placements.

Manage

- Homepage banners
- Featured occasions
- Trending categories
- Popular relationships
- Seasonal campaigns
- Recommended cards
- Editorial collections

Present the right content to the right audience at the right time.

- Analytics & Insights

Monitor and analyse website performance using GA4, Search Console and internal dashboards.

Track

- Traffic
- Organic traffic
- Card views
- Card sends
- Send conversion rate
- Bounce rate
- Session duration
- User flow
- Exit pages
- Returning users
- Search behaviour




- Landing page performance
- Category performance
- Event performance

Convert insights into measurable improvements.

- Product & Feature Development

Work with Engineering and Design teams to improve the website.

Recommend and prioritize

- New features
- Better navigation
- Improved search
- Personalization
- Recommendation engines
- Reminder features
- User tools
- AI-powered enhancements

Act as the voice of the customer in product discussions.

- Cross-functional Leadership

Coordinate with

- Creative Team
- Card Production Team
- SEO Team
- Marketing Team
- Engineering
- UI/UX Designers
- QA Team
- Analytics Team
- Customer Support

Ensure all teams work towards a unified customer experience.

Required Skills

- 2–3 years of experience managing large consumer websites or digital products.
- Strong understanding of user experience and information architecture.
- Excellent analytical and problem-solving skills.
- Working knowledge of SEO principles.
- Experience with Google Analytics (GA4) and Google Search Console.
- Experience managing CMS platforms.
- Ability to make data-driven decisions.
- Strong communication and stakeholder management skills.
- High attention to detail.
- Passion for creating exceptional digital experiences.

Preferred Experience

Experience in one or more of the following industries:

Consumer Internet Digital Publishing Media E-commerce Content Platforms Online Communities

Consumer Apps Key Performance Indicators (KPIs)

The Business Analyst will be evaluated on:

Growth Metrics

- Organic Traffic Growth
- Total Website Traffic
- Returning Visitors
- New User Acquisition

Engagement Metrics

- Average Session Duration
- Pages per Session
- Bounce Rate
- User Retention
- Internal Search Success

Business Metrics

- Card Sends
- Send Conversion Rate
- Category Performance
- Event Performance
- Homepage CTR
- Seasonal Campaign Performance

Operational Metrics

- Timely Event Launches
- Website Quality Score
- Taxonomy Accuracy
- Card Inventory Health
- Broken Link Resolution
- Content Freshness

📌 Business Analyst (Kolkata)
🏢 123 Greetings
📍 Kolkata