Senior Staff, Market Research & Consumer Insights

Job Summary

The GoFundMe team is seeking a Senior Staff, Market Research & Consumer Insights leader to help shape the future of helping. This role will lead market and consumer insights strategy to inform brand, marketing, growth, and business strategy.

About the Role

Join us to help people help each other. The ideal candidate is a researcher, strategist, and storyteller who is curious about people, deeply connected to culture, and passionate about turning insights into action.

Location

The role is based in the San Francisco, Bay Area. There will be an in-office requirement of 2-3x a week.

Responsibilities

• Define and execute GoFundMe's market research and consumer insights strategy.
• Develop a deep understanding of current and future audiences, including fundraisers, donors, nonprofits, supporters, and emerging generations.
• Build the research roadmap that informs brand, marketing, growth, and business strategy.
• Partner with leadership to identify critical questions about audiences, markets, and future growth opportunities.
• Lead audience segmentation, persona development, and behavioral research initiatives.
• Uncover the motivations, needs, barriers, and attitudes that drive participation.
• Identify high-potential audiences and opportunities for growth.
• Build shared frameworks that help teams better understand who we serve and how to reach them.
• Drive brand & cultural insights.
• Lead brand tracking, awareness, consideration, perception, and reputation research.
• Identify shifts in culture, consumer expectations, media consumption, and helping behaviors.
• Provide insights that strengthen GoFundMe's relevance, trust, and emotional connection with audiences.
• Help shape brand strategy through a deep understanding of people and culture.
• Lead competitive & category intelligence.
• Monitor trends across fundraising, philanthropy, nonprofits, marketplaces, social platforms, and adjacent categories.
• Identify emerging opportunities, risks, and shifts in consumer behavior.
• Develop competitive intelligence that informs strategic planning and investment decisions.
• Help define where the category is going and how GoFundMe can lead it.
• Build a deep understanding of Millennial and Gen Z audiences.
• Track emerging cultural, social, and digital trends shaping participation and generosity.
• Identify future growth opportunities and evolving audience needs.
• Turn insights into compelling stories, strategic recommendations, and actionable frameworks.
• Partner with Marketing, Communications, Growth, Product Marketing, and Executive Leadership to inform decision-making.
• Ensure insights are accessible, actionable, and embedded across the organization.
• Help teams make better decisions about audiences, positioning, messaging, and growth opportunities.

Requirements

• 8–12+ years in market research, consumer insights, audience strategy, brand strategy, cultural insights, or related disciplines.
• Expertise in segmentation, persona development, brand tracking, audience research, and trend analysis.
• Strong qualitative and quantitative research skills.
• Experience translating consumer insights into business and marketing strategy.
• Exceptional storytelling and executive communication skills.
• Passion for understanding people, culture, and what motivates participation.

Qualifications

• Master's degree in a relevant field such as marketing, psychology, sociology, or a related discipline.
• Proven track record of leading market and consumer insights initiatives.
• Experience working with diverse audiences and understanding cultural trends.
• Strong analytical and problem-solving skills.
• Excellent written and verbal communication skills.
• Ability to work independently and collaboratively.

Benefits

• Competitive pay and comprehensive healthcare benefits.
• Financial assistance for things like hybrid work, family planning, along with generous parental leave, flexible time-off policies, and mental health and wellness resources.
• Participation in learning, development, and recognition programs.
• Commitment to diversity, equity, and inclusion through ongoing initiatives and employee resource groups.
• Volunteering program to make a difference.

What Success Looks Like

• Clear audience segmentation and persona frameworks used across Marketing.
• Strong understanding of cultural trends and emerging consumer behaviors.
• Brand and audience insights that directly influence strategy and investment decisions.
• Improved targeting, positioning, and campaign effectiveness.
• Strong competitive and category intelligence.
• Executive confidence in audience and market decision-making.

Why You’ll Love It Here

• Make an impact: Be part of a mission-driven organization making a positive difference in millions of lives every year.
• Innovative environment: Work with a diverse, passionate, and talented team in a fast-paced, forward-thinking atmosphere.
• Collaborative team: Join a fun and collaborative team that works hard and celebrates success together.
• Competitive benefits: Enjoy competitive pay and comprehensive healthcare benefits.
• Holistic support: Enjoy financial assistance for things like hybrid work, family planning, along with generous parental leave, flexible time-off policies, and mental health and wellness resources to support your overall well-being.
• Growth opportunities: Participate in learning, development, and recognition programs to help you thrive and grow.
• Commitment to DEI: Contribute to diversity, equity, and inclusion through ongoing initiatives and employee resource groups.
• Community engagement: Make a difference through our volunteering program.