Product Marketing Lead for Growth

4 weeks ago

Hollywood, California, United States Match Group Full time
About the Role

We're seeking a Product Marketing Lead to drive Global product marketing strategy and execution for our Growth product pillar. This includes designing and driving forward product marketing, both in-app (such as CRM optimization) and out-of-app (such as App Store & Google Play Store Optimization), and more innovation coming this year and beyond.

This role is for a hands-on, empathetic, data-driven consumer tech marketer who strives to balance brand, business, and UX needs to drive results. We're looking for someone with creative and strategic problem-solving skills who can develop new processes for working cross-functionally with Marketing, Product, Comms, Insights, and Creative.

You'll own the go-to-market strategy for new product features, develop feature positioning, messaging & branding, and collaborate across the global team to scale app growth and feature adoption, elevating both our in-app and out-of-app brand experience. You will also be responsible for how Tinder shows up on app stores, collaborating with the team to create a brand presence that tells a strong user story and drives consideration.

Key Responsibilities
  • Lead global consumer go-to-market strategies (from briefing to launch) that drive new feature adoption across Growth products and make our app stores even more effective.
  • Collaborate with the Engagement team to develop and execute CRM strategies that drive feature adoption & user success in the app.
  • Lead the cross-functional ASO working group and manage internal education and planning of ASO initiatives.
  • Partner with regional teams to advise on local product marketing campaigns & activations on app stores.
  • Establish KPIs for all programs, create results forecasts, and track and report performance to ensure Marketing & Comms plans deliver expected business outcomes on product adoption, retention, and audience sentiment.
  • Partner with Brand, Product, Creative, and Localization teams to develop product branding strategy, including naming, positioning, and messaging that will resonate with our audiences and differentiate our offerings in the market.
  • Work with Product, Design, Consumer Insights, and Analytics on the testing frameworks to check hypotheses and analyze results.
  • Partner with the Product team to prioritize features by importance to the consumer based on consumer and market research, and support regional marketing teams by advocating for their product needs and requests.
  • Recommend new growth product ideas and marketing strategies.
  • Advise on competitive analyses and consumer research efforts to understand key consumer segments and define opportunities.
  • Recommend team process changes (small to XL size) and thoughtfully secure the appropriate buy-in to implement.

Requirements
  • 6-8+ years of experience working in product marketing and leading full-funnel go-to-market strategies, preferably in consumer tech and mobile apps.
  • Excellent leadership, influencing, communication and interpersonal skills, with an ability to express high-level concepts efficiently and optimally to a wide range of audiences.
  • Proven ability to deliver well-branded, delightful consumer experiences and marketing strategies that drive business growth.
  • Appetite for managing App Store & Google Play Store tooling and table stakes strategy, preferably experience in ASO.
  • Experience partnering with Product, CRM, and Comms teams to deepen product understanding and retention among users.
  • Fluency with key business and marketing analytics.
  • Passion for the consumer, able to advocate for consumer needs and develop consumer segmentation.
  • Highly collaborative, creative, and capable of working across cross-functional teams (especially product, marketing, and creative teams) to produce innovative solutions and uncover actionable learnings.
  • Strong project and time management abilities to plan and execute complex cross-functional initiatives.

What We Offer
  • A competitive salary of $195,000 per year.
  • A hybrid work environment with two days of in-office collaboration per week.
  • The opportunity to work with a global team and contribute to the growth and success of a leading consumer tech company.

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