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Product Marketing Lead, Growth

California, United States (Hybrid)

Product Marketing Lead, Growth

3 Weeks ago • 6-8 Years • Marketing • Product Management

About the job

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Our Mission

Launched in 2012, Tinder® revolutionized how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfill a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches, serving approximately 50 million users per month in 190 countries and 45+ languages - a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, “It Starts with a Swipe”™"

Our Values

One Team, One Dream

We work hand-in-hand, building Tinder for our members. We succeed together when we work collaboratively across functions, teams, and time zones, and think outside the box to achieve our company vision and mission.

Own It

We take accountability and strive to make a positive impact in all aspects of our business, through ownership, innovation, and a commitment to excellence.

Never Stop Learning

We cultivate a culture where it’s safe to take risks. We seek out input, share honest feedback, celebrate our wins, and learn from our mistakes in order to continue improving.

Spark Solutions

We’re problem solvers, focusing on how to best move forward when faced with obstacles. We don’t dwell on the past or on the issues at hand, but instead look at how to stay agile and overcome hurdles to achieve our goals.

Embrace Our Differences

We are intentional about building a workplace that reflects the rich diversity of our members. By leveraging different perspectives and other ways of thinking, we build better experiences for our members and our team.

About the job

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.

This highly cross-functional role will report to the Director of Product Marketing of Core & Growth, based in New York.

This is a hybrid role and requires in-office collaboration two days per week. This position is located in Los Angeles, San Francisco, and/or Palo Alto, CA.

In this role, you will:

Your outbound responsibilities will include leading 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, as well as:
Collaborating with the Engagement team to develop and execute CRM strategies that drive feature adoption & user success in the app
Leading the cross-functional ASO working group and managing internal education and planning of ASO initiatives
Partnering with regional teams to advise on local product marketing campaigns & activations on app stores
Establishing KPIs for all programs, creating results forecasts, and tracking and reporting performance to ensure Marketing & Comms plans deliver expected business outcomes on product adoption, retention, and audience sentiment
Your inbound responsibilities will mean being embedded in Product teams to optimize new and existing initiatives as well as:
Partnering 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
Working 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
Recommending 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

You'll need:

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

Commitment to Inclusion

At Tinder, we don’t just accept difference, we celebrate it. We strive to build a workplace that reflects the rich diversity of our members around the world, and we value unique perspectives and backgrounds. Even if you don’t meet all the listed qualifications, we invite you to apply and show us how your skills could transfer. Tinder is proud to be an equal opportunity workplace where we welcome people of all sexes, gender identities, races, ethnicities, disabilities, and other lived experiences. Learn more here: https://www.lifeattinder.com/dei

If you require reasonable accommodation to complete a job application, pre-employment testing, or a job interview or to otherwise participate in the hiring process, please speak to your Talent Acquisition Partner directly.

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