Senior Director, Consumer Product Marketing

About the role

GoFundMe is the world's most powerful community for good, dedicated to helping people help each other. The Senior Director, Consumer Product Marketing will own the strategy and execution that drives participation, generosity, and collective action across the marketplace. This leader will partner deeply with Product, Growth, Marketing, Research, Design, and Data Science to shape how people discover opportunities to help, ask for support, and engage more deeply in their communities. The role requires a strategic, customer-obsessed leader who understands how products, behaviors, and marketplaces come together to drive sustainable growth. You will be responsible for owning the end-to-end marketing and positioning of consumer products to ensure they meet evolving user needs.

Key facts

What you'll do

Define and execute the product marketing vision for GoFundMe's consumer and marketplace experiences to align with overarching business goals. Develop and implement 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 entire ecosystem. Serve as the voice of the customer from the outside in by synthesizing feedback and translating it into actionable insights. Develop a deep understanding of customer motivations, needs, barriers, and behaviors through rigorous research, experimentation, marketplace analysis, and competitive intelligence. Translate customer and market insights into clear 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 lifecycle. Develop go-to-market strategies that drive awareness, activation, adoption, engagement, and retention across key customer journeys and critical touchpoints. Partner with Growth and Lifecycle teams to improve fundraiser activation, donor participation, repeat giving, and long-term engagement behaviors. Create scalable frameworks that help customers understand product value and achieve successful outcomes with measurable impact. Define participation strategies that encourage helping behaviors and strengthen customer engagement across the diverse marketplace segments. Lead positioning, segmentation, and value proposition development across consumer products and experiences to ensure clear differentiation. Define and own the narrative that communicates product value while enabling Marketing teams to activate audiences effectively and efficiently. Establish scalable launch frameworks and cross-functional operating models to drive cohesive execution of product initiatives. Lead AI product marketing and innovation efforts 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 and prioritize opportunities where emerging technologies can increase fundraiser success, donor engagement, and overall marketplace participation.

Requirements

Demonstrate a proven track record of leading complex product marketing initiatives in dynamic, growth-focused environments. Bring deep expertise in customer insights, marketplace dynamics, and go-to-market strategy for consumer platforms. Show the ability to synthesize qualitative and quantitative data to inform strategic decisions and influence cross-functional stakeholders. Exhibit strong written and verbal communication skills with the ability to translate complex concepts into compelling narratives for diverse audiences. Have experience collaborating closely with Product, Design, Research, and Data Science teams to drive product-led growth. Demonstrate comfort operating in ambiguous, fast-paced environments while maintaining a rigorous, analytical approach to decision-making. Show a strong commitment to building inclusive experiences that serve a diverse global community of givers and seekers. Have a history of owning end-to-end product marketing responsibilities from strategy through execution and measurement.

Nice to have

Experience with fundraising, nonprofit, or marketplace platforms is preferred. Background in AI product marketing or emerging technologies in the generosity space is a plus. Prior experience developing go-to-market strategies for consumer products with network effects is valued.

Practical notes

This is a full-time position based in San Francisco, California. Travel may be required as needed for business purposes.