Product Marketing Lead, Growth

Location: This is a hybrid role and requires in‑office collaboration three days per week. This position is located in Los Angeles, CA, San Francisco, CA or New York, NY. In This Role You Will

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. 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. Benefits Flexible Vacation, 10 Sick Days Time off to volunteer and charitable donations matched up to $15,000 annually Comprehensive health, vision, and dental coverage 100% 401(k) employer match up to 10%, Employee Stock Purchase Plan (ESPP) 100% paid parental leave (including for non‑birthing parents) and family forming benefits Investment in your development: mentorship through our MentorMatch program, access to 6,000+ online courses through Udemy, and an annual $3,000 stipend for your professional development Investment in your wellness: access to mental health support via Modern Health, paid concierge medical membership, pet insurance, fitness membership subsidy, and commuter subsidy Free subscription to Tinder Gold Commitment to Inclusion At Tinder, we don’t just accept difference, we celebrate it. We strive to build a workplace that reflects the rich diversity of our members around the world, and we value unique perspectives and backgrounds. Even if you don’t meet all the listed qualifications, we invite you to apply and show us how your skills could transfer. Tinder is proud to be an equal opportunity workplace where we welcome people of all sexes, gender identities, races, ethnicities, disabilities, and other lived experiences. If you require reasonable accommodation to complete a job application, pre‑employment testing, or a job interview or to otherwise participate in the hiring process, please speak to your Talent Acquisition Partner directly. The salary range for this position is $175,000 - $195,000. Factors such as scope and responsibilities of the position, candidate's work experience, education/training, job‑related skills, internal peer equity, as well as market and business considerations may influence base pay offered. This salary range is reflective of a position based in New York, NY or LA. This salary will be subject to a geographic adjustment (according to a specific city and state), if an authorization is granted to work outside of the location listed in this posting. #J-18808-Ljbffr Tinder