Product Marketing Lead, Growth

As humans, there are few things more exciting than meeting someone new. At Tinder, we’re inspired by the challenge of keeping the magic of human connection alive. With tens of millions of users, hundreds of millions of downloads, 2+ billion swipes per day, 20+ million matches per day, and a presence in 190+ countries, our reach is expansive—and rapidly growing. 

We work together to solve complex problems. Behind the simplicity of every match, we think deeply about human relationships, behavioral science, network economics, AI and ML, online and real-world safety, cultural nuances, loneliness, love, sex, and more.

• Take the Lead: We don't ghost our work or each other. Just as users don't leave their matches hanging, we don't let each other down.
• Move Fast: We have a bias for action and urgency. Something that could be done tomorrow would be better if done today.
• Better Together: We keep connection at the heart of dating and at the heart of how we work. Just as our users are better when they connect with others, so are we when we collaborate.
• Real Talk: We say the hard thing the human way. Just as we ask our users to behave with kindness and candor in our community, we expect Team Tinder to do the same.
• Safety First: We act with integrity, transparency, and consistency so people feel safe—whether they're swiping, matching, or working alongside us.
• Spark Fun: We have fun to unlock creativity, fuel innovation, and help us build better experiences for daters.

In this role you will:

FEATURE GTM - 70%

• 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.

• Work with regional teams to consult on local product marketing campaigns.

• Brief and partner closely with creative teams (both in-house & external partners) to launch  effective marketing and storytelling across a suite of product marketing projects.

• As the owner of ASO channels & the partner to the Engagement team on lifecycle strategy, you’ll shape the marketing on those channels for the entire product roadmap – not just your own features you’re taking to market. You’ll get to think about cultural moments and user journey points where it’s best to insert product marketing for all Tinder features, year round.

• Become embedded in Product teams to optimize new and existing initiatives. Help define user needs and prioritize/deliver features that solve for them. Ideate and recommend new ideas where there’s justification for growth and marketing impact.

• Partner with the Product team to prioritize features and optimizations by importance to the consumer based on consumer and market research. Work with the UXR team to get us closer to the voice of the user & the Brand Strategy team to reach GTM confidence prior to launches.

• Own internal communication and tracking of product marketing initiatives from ideation to execution to launch to recap of campaign performance.

• Own category exploration for new GTM strategies & product experiences that can unlock growth and bring in new users.

 

GROWTH STRATEGY - 25%

• 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.

• 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 narrative and discovery on App & Play Stores to drive accurate, timely feature awareness and improve Tinder’s share of voice.

 

GROWTH EXPANSION - 5%

• 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.

You'll need:

• 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 are consumer obsessed, lead with curiosity, and have formed methods for understanding the user journey and speaking to consumer needs across touchpoints.
• 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 analytical thinker and problem solver with a fluency in experimentation and ability to transfer that across key markets.

Nice to have:

• 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.
• 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.