Product Marketing Lead (Growth)

Overview

We’re looking for a Growth Product Marketing Lead to join the Tinder team
Dating apps continue to be a connector for people who may not have otherwise met
You’ll be joining Tinder as it steers the evolution of the category to deliver on the needs of daters today, especially those who are newer or returning to dating
As the Growth Product Marketing Lead, you’ll be at the center of how we engage consumers at scale, designing and driving forward product marketing strategy and execution across both in-app and out-of-app owned channels
This role will be critical in driving measurable results and setting up frameworks that help move curious daters through their respective journeys
This is a highly cross-functional role across the entire org
If you’re excited about working on an app with global brand resonance and you find yourself splitting your time between flexing both your creative and analytical sides, this role could be for you
Responsibilities

FEATURE GTM
Own the go-to-market strategy for new product features, develop feature positioning, messaging, and branding that will resonate with our audiences and differentiate our offerings in the market
Collaborate across global teams to crystallize learning plans, translate strategies into marketing, and drive/measure impact
Help define user needs and prioritize/deliver features that solve for them
GROWTH STRATEGY
Own organic growth strategies for Tinder globally, standing up channels and optimizing across the user journey and branded product touch points
Recommend and form A/B tests and other experimental campaigns to refine ASO, CRM, LLM, app funnel tactics and improve return on investment
Establish KPIs for all programs, create results forecasts, track performance, and maintain project documentation
APP STORE OPTIMIZATION
Develop and execute a robust ASO strategy alongside our agency partners to improve app visibility and conversion rates in the app stores in key markets
Bridge the gap between ASO strategy, in-app CRM, and our product roadmap by working across PMM, International and Localization teams to create mass-market relevance
Own storytelling and discovery on App & Play Stores to drive accurate, timely feature awareness and improve Tinder’s share of voice
GROWTH EXPANSION
Propose and develop new lifecycle CRM tactics in partnership with the Engagement team, including testing channels, messages, and audience segments to drive user success, engagement, and feature adoption
Maintain a bridge between paid and owned strategies by collaborating with Media teams on product-related initiatives and forming holistic hypotheses
Operationalize Tinder’s AI SEO strategy, and lead the application of learnings across the organization
Own category exploration for new GTM strategies & product experiences that can unlock growth and bring in new users
Benefits

Mind & Body: Take care of yourself with benefits to keep you physically and mentally healthy.
Company Perks: As winners of Comparably’s 2022 Best Company Perks and Benefits Award, we’re proud to say we provide perks that make a difference
Life @ Tinder: We support each other— from informal check-ins to snacks + catered lunches at HQ to the flexibility to take time off when you need it
Qualifications

An analytical thinker and problem solver with fluency in experimentation and ability to transfer that across key markets
6-8+ years of experience working in product marketing and leading full-funnel growth and go-to-market strategies, preferably in B2C and mobile apps
You’re familiar with both tried & true and still-developing growth levers (including ASO, CRM, and AI search) and shaping them to maximize impact
An eye to detail and a love for good design and user-centric experiences, balancing moving quickly and optimizations with what messaging and creative will be most inspirational and on brand
A highly collaborative teammate, capable of partnering across CRM, Marketing, Comms, Product, Design, Research, Analytics, Globalization, Strategy, Business Development, and Match Group portfolio teams to convert awareness to action and deepen product understanding and retention among users
You are consumer obsessed, lead with curiosity, and have formed methods for understanding the user journey and speaking to consumer needs across touchpoints
Even if you don’t meet all the listed qualifications, we invite you to apply and show us how your skills could transfer

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