Product Marketing Lead, Growth

About the Role

We're seeking a Growth Product Marketing Lead to join Tinder's team, driving the evolution of the dating app category to meet the needs of today's daters. This role is pivotal in engaging consumers at scale, crafting and executing product marketing strategies across in-app and out-of-app owned channels. The ideal candidate will balance creativity and analytics, working on a globally recognized app.

Responsibilities

• Go-to-Market (GTM) Strategy (70%):
  • Own GTM strategy for new product features, developing positioning, messaging, and branding.
  • Collaborate with global teams to create learning plans, translate strategies into marketing, and measure impact.
  • Work with regional teams on local product marketing campaigns.
  • Partner with creative teams to launch marketing and storytelling across product marketing projects.
  • Shape marketing on ASO channels and lifecycle strategy for the entire product roadmap.
  • Identify cultural moments and user journey points for product marketing insertion.
  • Embed within Product teams to optimize initiatives, define user needs, and prioritize features.
  • Partner with Product and UXR teams to align on consumer needs and market research.
  • Own internal communication and tracking of product marketing initiatives from ideation to execution.
  • Explore new GTM strategies and product experiences for growth and user acquisition.
• Growth Strategy (25%):
  • Own organic growth strategies, optimizing across the user journey and branded touchpoints.
  • Recommend and execute A/B tests to refine ASO, CRM, and app funnel tactics.
  • Establish KPIs, forecast results, track performance, and maintain documentation.
  • Develop ASO strategy to improve app visibility and conversion rates in key markets.
  • Bridge ASO, in-app CRM, and product roadmap across teams for mass-market relevance.
  • Manage narrative and discovery on App and Play Stores to enhance feature awareness and share of voice.
• Growth Expansion (5%):
  • Propose and develop new lifecycle CRM tactics to drive user success and engagement.
  • Collaborate with Media teams on holistic paid and owned strategies.
  • Operationalize Tinder’s AI SEO strategy and apply learnings across the organization.

Requirements

• 6-8+ years of experience in product marketing, leading full-funnel growth and GTM strategies, preferably in B2C and mobile apps.
• Consumer-obsessed mindset with methods for understanding user journeys and needs.
• Familiarity with growth levers (ASO, CRM, AI search) and maximizing their impact.
• Analytical thinker with fluency in experimentation across key markets.

Qualifications

• Highly collaborative, capable of partnering across diverse teams (CRM, Marketing, Comms, Product, Design, Research, Analytics, etc.).
• Attention to detail and a passion for design and user-centric experiences.

Benefits

• Flexible vacation and 10 sick days.
• Time off for volunteering with charitable donations matched up to $15,000 annually.
• Comprehensive health, vision, and dental coverage.
• 100% 401(k) employer match up to 10% and Employee Stock Purchase Plan (ESPP).
• 100% paid parental leave and family forming benefits.
• Professional development investment, including mentorship and a $3,000 annual stipend.
• Wellness benefits, including mental health support, fitness membership subsidy, and commuter subsidy.
• Free subscription to Tinder Gold.

Location: Hybrid role requiring in-office collaboration three days per week in Los Angeles, CA, San Francisco, CA, or New York, NY.

Pay: The salary range for this position is $175,000 - $195,000, subject to geographic adjustment.