Principal Consumer Product Marketing Manager

Job

Strategic Product & Go-to-Market Leadership
- Lead end-to-end go-to-market strategies that bring our products to life—shaping the vision, rallying cross-functional partners, and turning ideas into impactful launches.
- Obsess over understanding our ideal customers—grounded in data and human insight—to define clear segments and craft standout messaging and tactics that inspire people to help others.
- Flex your analytics muscle through defining, tracking and communicating key metrics that show the impact of product marketing efforts on product adoption, engagement, and growth.
- Translate business objectives and consumer needs into integrated marketing and channel strategies that drive meaningful adoption, engagement, and growth.
- Keep the momentum going after launches, leading energizing retros, uncovering what worked (and what didn’t), and turning those insights into smarter tests, sharper iterations and scaled impact.
- Bring a highly data-driven approach to decision-making, leveraging quantitative and qualitative insights, including a deep partnership with research to optimize strategy and performance.
- Bring a right-brained spark to GTM - using creative, unconventional thinking to solve tough challenges and help us stand out in a crowded, competitive space.
- Leverage journey mapping to better understand consumer experiences and inform full-funnel strategies.

Positioning & Messaging
- Craft clear, differentiated, and emotionally resonant messaging frameworks that map to business objectives, customer needs, behaviors, and motivations.
- Synthesize complex product information and research into clear, compelling product narratives aligned with user motivation, market opportunity, and business strategy.
- Build and maintain messaging frameworks, positioning guides, and audience strategies to be used across all GoFundMe business teams.
- Maintain an understanding of the competitive set, ensuring messaging and positioning stand out in the market and reflect current trends and dynamics.

Strategic Influence
- Serve as the glue between Product, Marketing, Research, and Data, translating insights and data into action, particularly in fast-moving, high-complexity environments.
- Partner closely with PMs, Engineers, Researchers, and Designers to inform product strategy and roadmap through consumer insights, competitive landscape, market dynamics, and a deep understanding of emerging cultural trends shaping user behavior.
- Identify and validate product hypotheses through testing frameworks and research driven feedback loops.

Operational Excellence
- Ensure alignment across Marketing, Comms, Social, and Growth teams on execution timelines, assets, and performance goals.
- Proactively identify risks or misalignments and take initiative to realign plans or surface strategic pivots.
- Lead by example with rigor, clarity, and a bias toward action.

Position

Location: San Francisco, Bay Area
In-office requirement: 2-3x a week

Qualifications

• 6–10+ years of experience in Product Marketing, with proven impact on consumer-facing product launches and strategic initiatives.
• A strong track record of independently owning high-impact product launches, including testing frameworks and full-funnel marketing campaigns.
• Exceptional ability to synthesize ambiguity into actionable strategy, and to provide clarity where there is none.
• Mastery of product storytelling, messaging frameworks, and positioning across varied user segments and lifecycle stages, paired with prolific writing skills that translate complex ideas into clear, compelling narratives across channels.
• A consumer-obsessed mindset, consistently advocating for user-first thinking and grounding decisions in user behavior and research.
• Excellent project management, communication, and stakeholder engagement skills.
• Familiarity with tools such as Figma, ClickUp, Amplitude, and Slack to drive GTM planning and collaboration.