Masa Overview
Masa is a social event discovery and community platform positioned as the city's freest socializing area. It helps people find local events, meet new people, and build communities around shared interests.
In a crowded entertainment market with rising acquisition costs, Masa needed to differentiate its positioning and fix a high drop-off rate caused by a mandatory sign-up wall during onboarding.
Overview of My Role
I led the growth and product marketing work for Masa, executing a strategic category pivot, ASO optimization, and a full onboarding funnel redesign. The work nearly doubled sign-up conversions from 32.7% to 63% and stabilized Day 1 retention at 20%.
Push Permission Strategy
Most apps waste the push notification permission moment with a cold system alert. I replaced it with a custom in-app screen that primed users with genuine value, tying notifications to personalized local event discovery. This reframing turned a request into an obvious yes, improving opt-in rates and expanding long-term re-engagement reach.
Friction-Free Onboarding
The mandatory sign-up wall was the biggest drop-off point, users left before experiencing any value. I restructured the flow to surface Masa's core experience first and defer registration until engagement was already established. This single architectural decision was the primary driver behind the 63% sign-up conversion lift.
App Store Review Engine
App Store ratings directly influence organic ranking and conversion. I designed a contextual review prompt that fires after genuine positive engagement signals, never intrusively, always at the right moment. By anchoring the ask to user satisfaction rather than timing alone, I drove a measurable improvement in ratings without disrupting the experience.
Day-1 Activation Sequence
The first 48 hours define whether a new user stays. I built an automated welcome sequence in OneSignal that activated new sign-ups progressively, introducing key features, surfacing nearby events, and pulling users back before the initial curiosity fades. This campaign became the backbone of Masa's post-signup retention layer.
Results
By migrating category positioning from Entertainment to Social Networking, optimizing ASO metadata with activation keywords, and removing onboarding friction, I nearly doubled sign-up conversion and stabilized retention, proving strong product-market fit.
