The RoleAs Senior Director, Consumer Product Marketing, you will lead the team responsible for customer insights, marketplace strategy, product positioning, go-to-market execution and product adoption across GoFundMe's consumer ecosystem.
You will play a critical role in helping GoFundMe increase participation across every side of the marketplace: inspiring more people to start fundraisers, helping more donors discover opportunities to give, enabling nonprofits to grow impact and creating new ways for supporters to engage in acts of generosity.
What You'll DoLead Marketplace Product Marketing Strategy- Define and execute the product marketing vision for GoFundMe's consumer and marketplace experiences.
- Develop strategies that increase participation, engagement, trust, and marketplace health across fundraisers, donors, nonprofits and supporters.
- Identify opportunities to strengthen network effects, reduce participation barriers, and accelerate growth across the ecosystem.
Influence Product Strategy Through Customer & Market Insights- Serve as the voice of the customer from the outside in.
- Develop a deep understanding of customer motivations, needs, barriers, and behaviors through research, experimentation, marketplace analysis and competitive intelligence.
- Translate customer and market insights into recommendations that influence product strategy, roadmap prioritization and growth investments.
- Partner closely with Product, Design, and Research teams to ensure customer needs are reflected throughout the product development process.
Drive Product Adoption and Marketplace Participation- Develop go-to-market strategies that drive awareness, activation, adoption, engagement and retention across key customer journeys.
- Partner with Growth and Lifecycle teams to improve fundraiser activation, donor participation, repeat giving and long-term engagement.
- Create scalable frameworks that help customers understand product value and achieve successful outcomes.
- Define participation strategies that encourage helping behaviors and strengthen customer engagement across the marketplace.
Lead AI Product Marketing and Innovation- Partner with Product teams to bring AI-powered experiences to market that help customers succeed.
- Develop positioning, adoption, and go-to-market strategies for innovations such as Smart Fundraising Coach and future AI-enabled experiences.
- Identify opportunities where emerging technologies can increase fundraiser success, donor engagement, and overall marketplace participation.
Own Product Positioning and Go-to-Market Excellence- Lead positioning, segmentation and value proposition development across consumer products and experiences.
- Define clear customer narratives that communicate product value and differentiation while enabling Marketing teams to activate audiences effectively.
- Establish scalable launch frameworks and cross-functional operating models that drive successful product introductions and adoption.
- Partner with Consumer Marketing, Communications, Creative and Growth teams to ensure consistent execution across channels and touchpoints.
Build, Execute and Lead a Winning Team- Build, develop and lead a high-performing Consumer Product Marketing team, setting the standard for excellence through both strategic leadership and hands-on execution.
- Drive clarity on priorities, operating rhythms and performance expectations, ensuring plans translate into measurable business outcomes.
- Foster a culture of customer obsession, strategic rigor, experimentation, accountability, and cross-functional partnership by modeling these behaviors in day-to-day work.
- Guide critical product marketing initiatives from strategy through execution, removing obstacles and helping teams deliver impact at scale.
Measure Impact and Drive Business Outcomes- Define the metrics, frameworks and insights needed to evaluate product marketing effectiveness and marketplace performance.
- Track and optimize outcomes across fundraiser creation, activation, participation, donor engagement, repeat giving, product adoption, and marketplace growth.
- Communicate business impact, strategic recommendations, and growth opportunities to executive leadership in a lean, high-velocity environment..
Success in This Role Looks Like- Increased fundraiser creation and activation
- Higher fundraiser success rates
- Growth in active donors and repeat giving
- Increased marketplace participation across all customer segments
- Expansion into new fundraising and helping use cases beyond crisis moments
- Strong adoption of new consumer products and AI-powered experiences
- Improved customer satisfaction and marketplace trust
- Measurable contribution to GDV growth and marketplace health
What You'll Bring- 12+ years of experience in Product Marketing, Growth Marketing, Marketplace Strategy, Consumer Technology or related disciplines.
- 5+ years leading and scaling high-performing Product Marketing organizations.
- Strong bias for action with a track record of translating insights into execution and measurable business results.
- Proven success influencing product strategy and driving measurable business outcomes through customer insights and go-to-market execution.
- Deep understanding of consumer behavior, customer journeys, lifecycle marketing, and marketplace dynamics.
- Experience partnering closely with Product, Engineering, Design, Research, Data Science, and Growth teams.
- Strong track record launching and scaling consumer products that drive adoption, engagement, retention, and revenue growth.
- Experience working in consumer technology, marketplaces, fintech, social platforms, creator ecosystems, or mission-driven organizations.
- Demonstrated ability to translate customer needs and market opportunities into successful product strategies.
- Exceptional strategic thinking, communication, and executive influence skills.
- Strong analytical capabilities and experience leveraging experimentation, customer research, and data-driven decision making.
Preferred Qualifications- Experience leading product marketing for a two-sided marketplace or platform business.
- Experience with AI-powered consumer products and emerging technologies.
- Experience building products or programs that drive community participation, behavioral change, or habit formation.
- Passion for GoFundMe's mission and a belief that helping should be part of everyday life.
The annual U.S. salary range for this full-time position is $244,000 - $366,000. The company also offers equity and other benefits to employees, including healthcare, dental, vision, life insurance and 401(k) saving program. In addition to this wage, there are geolocation differentials that will increase pay depending on the work location. Additionally pay may vary depending on other factors including skills, experience, education, or training. Your recruiter can share more about the specific total compensation package based on your location during the hiring process. 
