Senior Staff, Market Research & Consumer Insights

Job Summary

The GoFundMe team is looking for a Senior Staff, Market Research & Consumer Insights leader to help GoFundMe better understand the people, audiences, and cultural trends shaping the future of helping. This role will lead the market and consumer insights strategy that informs how we build our brand, reach new audiences, strengthen customer engagement, and identify opportunities for long-term growth.

What You'll Bring

• 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.

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.
• Competitive and category intelligence.
• Executive confidence in audience and market decision-making.

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.
• Own Audience Understanding & Segmentation:
• 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.
• Win the Next Generation of Supporters:
• 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.
• Help ensure GoFundMe remains relevant to the next generation of supporters.
• Turn Insights Into Action:
• Translate research 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.

Qualifications

• 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.

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 to support your overall well-being.
• Participation in learning, development, and recognition programs to help you thrive and grow.
• Contribution to diversity, equity, and inclusion through ongoing initiatives and employee resource groups.
• Volunteering program to make a difference.

About the Role

Join us in shaping the future of helping, making it easier for people to give, ask and rally around one another in meaningful ways. Together, we've helped raise billions of dollars through the generosity of people around the world.