Principal Product Marketing Manager, Growth (Woodwork)

About the Team Grindr is an AI-native platform powering how millions of gay people connect globally. With 15M+ monthly users, 130B+ annual messages, and a team of fewer than 200, we move fast, stay lean, and tackle technical problems at a scale few companies ever see. Woodwork is Grindr's men's health telehealth initiative — and it operates like a startup within a startup. We're a five-person team with a strong product foundation, an engaged user base, and the distribution advantages of one of the most culturally relevant platforms in the LGBTQ+ community. What we don't have yet is a dedicated marketing leader who can own how Woodwork shows up in market — the positioning, the creative, the channels, and the growth engine that turns curiosity into patients. As the first marketing hire, you'll build the entire marketing function from the ground up for a product with built-in distribution to millions. At Grindr, we operate in Grindr Mode. Moderately hardcore day to day, truly hardcore when it counts. It's about doing great work without burning out. Outcomes over outputs. Smart, driven people who raise your bar, with room to live full lives. This is a hybrid role based in our SF, New York, Chicago or LA offices and will require you to be in person Tuesdays and Thursdays. Role Requirements Define and execute Woodwork's go-to-market strategy — own positioning, messaging, creative direction, and launch plans for new product lines, features, and clinical offerings. You determine how Woodwork shows up in market, where, when, and to whom. Build and own organic acquisition channels — connect in-app campaigns, email, SMS, and lifecycle marketing into a coherent customer journey that turns platform users into first‑time buyers and first‑time buyers into long‑term patients. Own brand and creative execution for Woodwork — ad creative, copy, imagery, and campaign design across in‑app and external channels. You'll code‑switch between what resonates inside the Grindr app and what works on external platforms, and you'll own the legal and regulatory sign‑off process for all creative. Manage paid media channels — oversee agency relationships for Meta and Google campaigns, set strategy and KPIs, and hold partners accountable to performance. You own the output even when execution is outsourced. Partner closely with product management, clinical ops, and legal to drive an integrated growth strategy — because the highest‑leverage growth work often happens inside the product itself. Track, measure, and report on key growth metrics, with revenue growth at reasonable unit economics as your north star. CAC, LTV, conversion rates, and funnel velocity are your daily instruments. You May Thrive in this Role if You: 10+ years of marketing experience spanning product marketing (positioning, GTM, launches, creative) and growth marketing (acquisition, lifecycle, conversion optimization). You don't have to have held both titles — but you have to have done both jobs. Have a zero‑to‑one track record — you've built a marketing function, a growth engine, or a brand from scratch at a hyper‑growth or mid‑stage company. You know the difference between optimizing a mature business and building one from nothing, and you want to build. Are deeply embedded in the LGBTQ+ community — you understand what resonates, what imagery and messaging will land, and how to communicate the value of health products to this audience in a way that feels authentic, not clinical. Have strong consumer tech or consumer health experience — you think about this as consumer acquisition and growth, not healthcare marketing. You don't self‑limit; you find creative ways to win. Are a full‑stack marketer comfortable being the entire function — from writing ad copy to presenting GTM strategy to leadership to managing agency partners. On a five‑person team, there's no line between strategy and execution. Are data‑driven but not data‑paralyzed — you make smart bets with imperfect information, move fast, and iterate. You're looking for 5% to 25% lifts, not 5% to 6%. Nice to Have’s Experience in healthtech, telehealth, or a regulated DTC industry where you've navigated constraints on claims, imagery, and channel‑specific rules. Exposure to lifecycle marketing tools and sequencing messaging across a patient or subscriber journey. Experience building a marketing function from scratch at a startup or early‑stage business unit within a larger company. Track record in men's health, sexual health, wellness, or adjacent categories where messaging requires sensitivity and nuance. Passion for building products and services that meaningfully serve the LGBTQ+ community. Benefits and Perks Health, Dental & Vision Full premium coverage for you. Partial coverage for dependents. Family Formation Up to $300,000 in fertility and family‑building support, covering IVF, surrogacy, egg freezing, and adoption. Retirement 401(k) with 6% match and immediate vesting. Compensation Industry‑competitive compensation, company bonus, and equity for every employee. Gender‑Affirming Care Industry‑leading gender‑affirming offerings with up to 90% cost coverage, access to Included Health, monthly stipends for HRT, and more. Time Off & Rest Flexible vacation policy. Two company‑wide rest weeks per year. Other Benefits Monthly stipends for cell phone, internet, wellness, food, and commuting, breakfast/lunch. About Grindr Grindr is building the Global Gayborhood in your Pocket. With more than 15 million monthly active users, Grindr has become a fundamental part of the gay community and is charting a path to make the world more free, equal, and just. As a public company, we're moving into the next chapter: becoming an AI‑native organization that's redefining what's possible for our community. We're embedding AI into our product and operations, moving with startup speed while operating at scale. Everything we do is rooted in impact for our users and outcomes for the business. This isn't social work, it’s impact through excellence. Business success is what gives us the power to serve our community and the seat at tables others can't reach. How we work is defined by Grindr Mode, our operating model that's moderately hardcore day‑to‑day and truly hardcore when it counts. We think like owners, drive real outcomes, create clarity through action, and push each other to go further than we thought possible. We’re headquartered in West Hollywood with offices in the Bay Area, Chicago, and New York. Our work extends beyond the product through Grindr for Equality, our nonprofit that's partnered with 100+ community organizations globally to advance safety, health, and human rights for LGBTQ+ people worldwide. We're profitable, growing, and building a team of smart, driven people who bring different backgrounds, experiences, and perspectives to the work. Want to build technology at a massive scale that serves millions? Come join us! Grindr is an equal‑opportunity employer. #J-18808-Ljbffr Grindr LLC