Product Marketing Manager, Consumer

About the Role ID.me sits at a unique intersection: our paying customers are governments and enterprises, but the end user of the product is an individual trying to prove who they are — often at a moment of friction, stress, or suspicion (filing taxes, claiming unemployment, getting a discount). This role owns the marketing that shapes how that individual experiences, trusts, and completes their journey with ID.me.
This is not classic consumer product marketing. You're not driving people to choose ID.me the way they'd choose a streaming service — in most cases, they arrive because a partner (IRS, a state agency, a retailer) prompts it. Your job is to build trust in a category with little consumer awareness: digital identity verification and management while marketing the consumer-facing products people do choose voluntarily — the ID.me Wallet, government services and benefits hub, and shopping discounts for military, students, seniors, and everyone in-between.
What You'll Do Own positioning and messaging for ID.me's consumer-facing digital identity wallet and verification experience — clear, honest language about what data is collected, why, and how it's protected
Partner with Product, Trust & Safety, and Legal to translate privacy and security practices into consumer-facing communication that builds trust rather than triggering suspicion
Drive transactions growth with improved product messaging, in-flow copy, and lifecycle communications (this is a measurable, growth-adjacent responsibility, not brand marketing)
Lead go-to-market for consumer-facing feature launches (Wallet updates, commerce and affiliate program expansion, self-service account features)
Drive internal messaging houses and external comms for consumers that is easy to understand, competitively unique, and consistent across channels like blog posts, social, help center, and member support.
Serve as the voice of the end consumer in a company whose commercial relationships are B2B/B2G — push back internally when partner requirements conflict with consumer trust or usability
Own consumer research and voice-of-customer synthesis to inform both marketing and product roadmap
Monitor and respond to public sentiment/reputation issues specific to identity verification and biometric data (this function has real crisis-comms adjacency — scope with Comms/PR)
What We're Looking For 8 years in product marketing, ideally with at least some exposure to regulated, trust-sensitive, or security/identity categories (fintech, healthcare, insurance)
Experience working with Product, Eng and Design functions on launches, product overviews and positioning, and lifecycle.
Comfort working with data on funnel/completion metrics, not just brand awareness metrics.
Experience partnering with Legal, Trust & Safety, or Compliance functions on external-facing language.
Excellent written communication — this role writes copy that gets legally reviewed constantly; someone allergic to redlines will be miserable here