Role Overview

We are looking for a results-driven App Marketing 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 performance marketing skills.

Key Responsibilities

1. 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.

2. 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.

3. 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.

4. 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.

5. 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

6. 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:

7. 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

8. 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.
- Robust understanding of the U.S. consumer market is preferred.

📌 App Marketing Executive (Kolkata)
🏢 123 Greetings
📍 Kolkata