Product Marketing Lead, Growth

About the role

The Growth Product Marketing Lead will play a pivotal role in driving Tinder's growth strategy, focusing on engaging consumers at scale through innovative product marketing and growth tactics.

Responsibilities

• Own the go-to-market strategy for new product features, developing feature positioning, messaging, and branding that resonates with audiences and differentiates offerings in the market.
• Collaborate across global teams to crystallize learning plans, translate strategies into marketing, and drive/measure impact.
• Help define user needs and prioritize/deliver features that solve for them.
• Own organic growth strategies for Tinder globally, standing up channels and optimizing across the user journey and branded product touch points.
• Recommend and form A/B tests and other experimental campaigns to refine ASO, CRM, LLM, app funnel tactics and improve return on investment.
• Establish KPIs for all programs, create results forecasts, track performance, and maintain project documentation.
• Develop and execute a robust ASO strategy alongside our agency partners to improve app visibility and conversion rates in the app stores in key markets.
• Bridge the gap between ASO strategy, in-app CRM, and our product roadmap by working across PMM, International and Localization teams to create mass-market relevance.
• Own storytelling and discovery on App & Play Stores to drive accurate, timely feature awareness and improve Tinder’s share of voice.
• Propose and develop new lifecycle CRM tactics in partnership with the Engagement team, including testing channels, messages, and audience segments to drive user success, engagement, and feature adoption.
• Maintain a bridge between paid and owned strategies by collaborating with Media teams on product-related initiatives and forming holistic hypotheses.
• Operationalize Tinder’s AI SEO strategy, and lead the application of learnings across the organization.
• Own category exploration for new GTM strategies & product experiences that can unlock growth and bring in new users.

Requirements

• 6-8+ years of experience working in product marketing and leading full-funnel growth and go-to-market strategies, preferably in B2C and mobile apps.
• A consumer obsessed mindset, leading with curiosity, and methods for understanding the user journey and speaking to consumer needs across touchpoints.
• Familiarity with both tried & true and still-developing growth levers (including ASO, CRM, and AI search) and shaping them to maximize impact.
• An analytical thinker and problem solver with a fluency in experimentation and ability to transfer that across key markets.

Qualifications

• A highly collaborative teammate, capable of partnering across CRM, Marketing, Comms, Product, Design, Research, Analytics, Globalization, Strategy, Business Development, and Match Group portfolio teams to convert awareness to action and deepen product understanding and retention among users.
• An eye to detail and a love for good design and user-centric experiences, balancing moving quickly and optimizations with what messaging and creative will be most inspirational and on brand.