Senior Director, Consumer Marketing

About the role

This role will shape how GoFundMe connects with people, building emotional resonance with our brand. You will develop campaigns and stories that encourage participation and expand the perception of helping beyond urgent needs to everyday acts of generosity.

Key facts

What you'll do

Develop and implement GoFundMe's consumer marketing strategy to increase brand recognition, consideration, trust, and engagement.

Guide the evolution of GoFundMe's brand to be recognized for facilitating mutual support, not just crisis response.

Create audience-focused strategies to strengthen relationships with current users and attract new donors and fundraisers.

Translate business objectives into marketing plans that deliver measurable results for the brand and the communities we serve.

Champion GoFundMe's brand identity, tone, and messaging across all consumer interactions.

Design marketing initiatives that broaden the understanding of helping to include daily acts of kindness, personal goals, and community support.

Produce campaigns that foster deeper emotional connections, boost consideration, and solidify GoFundMe's leadership in facilitating help.

Ensure consistency and quality in all consumer marketing efforts, adapting messages for diverse audiences and situations.

Lead integrated marketing initiatives across owned, earned, paid, social, partnership, influencer, and experiential channels.

Identify cultural trends and opportunities to enhance GoFundMe's visibility and relevance.

Collaborate with Social, Communications, Events, and Partnerships teams to create programs that spark dialogue and build brand loyalty.

Help define GoFundMe's cultural presence and maintain relevance with evolving communities.

Establish a content strategy that highlights the impact of generosity, community, and human connection.

Craft compelling narratives that inspire donors, empower fundraisers, and build confidence in the platform.

Oversee content planning, campaign storytelling, creative development, and production across various platforms.

Build repeatable content formats and storytelling frameworks that amplify GoFundMe's message.

Develop strategies to increase GoFundMe's appeal to Millennial and Gen Z audiences.

Explore new partnerships, creators, content formats, and community programs to engage younger generations.

Ensure GoFundMe remains culturally relevant and connected to future supporters.

Establish planning processes that align stakeholders around common goals, messaging, and campaign execution.

Work closely with Consumer Product Marketing to translate product advancements and customer insights into effective customer-facing communications.

Define and track key performance indicators for brand health, consideration, awareness, trust, engagement, audience growth, and advocacy.

Utilize research, audience insights, and performance data to optimize marketing spending and campaign effectiveness.

Create clear reporting structures and executive summaries that link marketing performance to business outcomes.

Requirements

12+ years of experience in consumer, brand, integrated, or audience marketing for consumer-facing, marketplace, technology, media, or mission-driven organizations.

Demonstrated success in building brands that achieve both cultural relevance and business growth.

Extensive knowledge of brand strategy, integrated marketing, content creation, audience engagement, and storytelling.

Solid understanding of community-focused, purpose-driven, and culturally relevant marketing approaches.

Experience managing large-scale integrated campaigns across multiple channels and audiences.

Proven ability to influence and align senior leaders within complex organizations.

Experience building and developing effective marketing teams.

Strong analytical skills and a data-driven approach to decision-making.

Exceptional communication, storytelling, and executive presence.

Nice to have

None specified.

Skills & tools

None specified.

Practical notes

US Salary Range: $195,000 - $292,000 annually.

Compensation includes equity and benefits such as healthcare, dental, vision, life insurance, and 401(k).

Geographic differentials may adjust pay based on work location.

Pay may vary based on skills, experience, education, or training.

Recruiters can provide specific total compensation details based on location.

Accommodation form available for those requiring assistance with the application or interview process.

Data privacy notices for job candidates are available, outlining data processing practices.

GoFundMe partners with GoFundMe.org, an independent public charity.

Annual "Year in Help" report details community impact.

Company news and announcements available in the Newsroom.

For jobs in NYC or remote jobs associated with NYC offices, Metaview may be used in the hiring process to assist in evaluating qualifications. All final hiring decisions are made by GoFundMe employees.