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.

About the Role

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. Partner with leadership to identify critical questions about audiences, markets, and future growth opportunities.

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.
• 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.
• Help ensure GoFundMe remains relevant to the next generation of supporters.
• 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 market research, psychology, sociology, communications, or a related discipline.
• Proven track record of successfully leading market research and consumer insights initiatives.
• Experience working with cross-functional teams to develop and implement insights-driven strategies.
• Ability to communicate complex insights in a clear and compelling manner to both technical and non-technical stakeholders.
• Strong analytical and problem-solving skills.
• Excellent interpersonal and collaboration skills.
• Ability to manage multiple projects simultaneously and prioritize tasks effectively.
• Experience with market research tools and methodologies.

Skills

• Market research and consumer insights expertise.
• Strategic thinking and ability to translate insights into actionable recommendations.
• Strong communication and storytelling skills.
• Ability to work independently and collaboratively.
• Experience with qualitative and quantitative research methods.
• Understanding of cultural trends and consumer behavior.
• Ability to manage and analyze large datasets.
• Experience with market research software and tools.

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.
• Learning, development, and recognition programs.
• Volunteering opportunities.

Pay

The annual U.S. salary range for this full-time position is $223,000 - $335,000.

Schedule

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

Company Culture

GoFundMe is committed to creating a diverse and inclusive workplace where everyone feels valued and respected. We believe that a strong, inclusive culture is essential to driving innovation and achieving our mission of helping people help each other. We offer a range of benefits, including healthcare, dental, vision, life insurance, and a 401(k) savings plan. We also provide financial assistance for things like hybrid work, family planning, and generous parental leave, along with flexible time-off policies and mental health and wellness resources to support your overall well-being. We are committed to fostering a culture of empathy, kindness, and mutual respect, and we encourage all employees to contribute to our ongoing efforts to promote diversity, equity, and inclusion through our employee resource groups and other initiatives.