Executive-Monetization

: App Growth, Commerce & Monetization

Role Purpose

We are looking for a high-energy, data-driven professional to help build and scale our consumer app as a growth, engagement, commerce and monetization platform.

This role goes beyond conventional app or brand marketing. The individual will be responsible for driving app adoption and engagement, improving user journeys, activating and reactivating customers, growing subscriptions and commerce revenue, and continuously experimenting with campaigns, offers and communication to improve business outcomes.

Key Responsibilities

• 1. App Growth & Engagement
• Drive app installs, active users, repeat visits, MAU/DAU and overall engagement.
• Develop campaigns and interventions to improve frequency of app usage.
• Identify opportunities to engage different customer segments across the app lifecycle.
• 2. App Commerce
• Plan and execute conversion-led commerce campaigns.
• Build promotional programs including limited-period offers, flash/lightning sales, bundles and other commerce initiatives.
• Track campaign performance and continuously optimize for conversion and incremental revenue.
• 3. User Journey & Lifecycle Management
• Understand and optimize the customer journey across App Entry Discovery Engagement Consideration Purchase/Subscription Repeat Usage.
• Identify key drop-off points and develop interventions to improve progression through the funnel.
• Segment users based on activity, behaviour and lifecycle stage.
• 4. Dormant User Reactivation
• Identify and segment inactive/dormant users.
• Build reactivation programs using relevant nudges, personalized communication, offers and incentives.
• Measure reactivation and subsequent engagement/conversion.
• 5. Subscription Growth
• Build and execute marketing calendars for subscription products.
• Drive subscription trials, conversions, renewals and win-back campaigns for expired subscribers.
• Experiment with offers, communication and propositions to improve subscription conversion and retention.
• 6. Personalization & CRM
• Design targeted push notifications, in-app banners/cards, offers and campaigns based on customer behaviour and segments.
• Develop relevant customer interventions across different stages of the app lifecycle.
• 7. Analytics & Performance Management
• Monitor funnels, cohorts, retention, conversion rates, campaign ROI, ARPU and LTV.
• Translate data into actionable interventions and campaigns.
• Establish clear daily/weekly metrics and continuously optimize programs based on performance.
• 8. Advertising & Monetization
• Identify advertising and brand partnership opportunities within the app.
• Develop monetization opportunities while ensuring a relevant and seamless customer experience.
• 9. Experimentation & Optimization
• Run structured A/B tests across offers, creatives, pricing, messaging, placement and timing.
• Develop hypotheses, measure results and scale successful experiments.
• 10. Campaign Execution
• Independently plan and execute weekly/monthly growth and commerce campaigns.
• Set measurable objectives, track results and take corrective actions based on performance.

What We Are Looking For

• Strong orientation toward growth, commerce, customer lifecycle and monetization.
• Ability to think through data segmentation intervention conversion measurement, which Seenivasan K specifically highlighted as the mindset to assess.
• Comfortable working with funnels, cohorts, retention, conversion and commercial metrics.
• Strong campaign execution and experimentation mindset.
• Ability to independently take initiatives from idea to execution and measurement.
• Comfortable working cross-functionally across product, marketing, technology, analytics and business teams.

Key Success Metrics

• The role would be measured across outcomes such as:
• App installs and active users
• MAU / DAU
• Repeat visits and engagement
• Funnel conversion
• Dormant user reactivation
• Subscription trials and conversions
• Subscription renewals and win-back
• Commerce conversion and incremental revenue
• Campaign ROI
• ARPU and LTV
• A/B test performance and business impact