Senior Director of Consumer Marketing

What You'll Do

This leader will shape how GoFundMe shows up in culture, build emotional connection with our brand, and create campaigns and stories that inspire participation. They will lead our consumer marketing function across brand strategy, integrated marketing, and content, helping expand GoFundMe beyond moments of crisis and establish helping as a meaningful part of everyday life.

Lead Consumer Marketing Strategy

• Define and execute GoFundMe's consumer marketing strategy to grow awareness, consideration, trust, engagement and advocacy.
• Lead the evolution of GoFundMe's brand from a platform associated primarily with moments of crisis to the defining brand behind helping people help each other.
• Develop audience-led strategies that deepen relationships with existing communities while attracting new generations of donors, fundraisers and supporters.
• Translate business priorities into integrated marketing initiatives that drive measurable impact for both the brand and the communities we serve.

Build the Brand Behind Helping

• Champion GoFundMe's brand positioning, voice and narrative across all consumer-facing experiences.
• Develop marketing programs that expand how people think about helping beyond emergencies and into everyday acts of generosity, celebration, ambition, recovery and community support.
• Create campaigns that strengthen emotional connection, increase consideration and reinforce GoFundMe's leadership in helping people help each other.
• Ensure consistency and excellence across all consumer marketing efforts while adapting messaging for different audiences and moments.

Lead Integrated Marketing & Cultural Relevance

• Lead integrated marketing campaigns across owned, earned, paid, social, partnerships, influencer and experiential channels.
• Identify cultural moments, community trends and emerging opportunities that increase GoFundMe's relevance and visibility.
• Partner with Social, Communications, Events and Partnerships teams to create programs that spark conversation, inspire participation and strengthen brand affinity.
• Help shape how GoFundMe shows up in culture and remains relevant to the communities shaping the future of generosity.

Build a World-Class Storytelling Engine

• Develop a content strategy that showcases the power of generosity, community and human impact.
• Create compelling narratives that inspire donors, empower fundraisers and strengthen trust in the platform.
• Oversee editorial planning, campaign storytelling, creative development and content production across channels.
• Build scalable content franchises and storytelling platforms that elevate GoFundMe's voice and mission.

Win the Next Generation of Supporters

• Lead strategies that strengthen GoFundMe's relevance with Millennial and Gen Z audiences.
• Explore new partnerships, creators, storytelling formats and community programs that connect GoFundMe with the future of generosity and participation.
• Help ensure GoFundMe remains culturally relevant and deeply connected to the next generation of supporters.

Drive Cross-Functional Collaboration

• Build integrated planning processes that align stakeholders around shared objectives, messaging and campaign execution.
• Partner closely with Consumer Product Marketing to translate product innovation and customer insights into compelling customer-facing narratives and campaigns.

Measure Impact & Drive Business Results

• Define and monitor key performance indicators across brand health, consideration, awareness, trust, engagement, audience growth and advocacy.
• Use research, audience insights and performance analytics to optimize marketing investments and campaign effectiveness.
• Develop clear reporting frameworks and executive-level narratives that connect marketing performance to business outcomes.

Success in This Role Looks Like

• Increased brand contribution to GDV
• Increased consideration among aware audiences
• Stronger emotional connection and trust in the GoFundMe brand
• Growth in engagement among Millennial and Gen Z audiences
• Increased participation in campaigns, content, and community initiatives
• Greater cultural relevance and earned media impact
• Stronger employee advocacy and alignment around GoFundMe's mission

What You'll Bring

• 12+ years of experience leading consumer, brand, integrated, or audience marketing for consumer-facing, marketplace, technology, media, or mission-driven organizations.
• Proven success building brands that drive both cultural relevance and business growth.
• Deep expertise in brand strategy, integrated marketing, content development, audience engagement, and storytelling.
• Strong understanding of community-driven, purpose-led, and culturally relevant marketing.
• Experience leading large-scale integrated campaigns across multiple channels and audiences.
• Demonstrated ability to influence and align senior stakeholders across complex organizations.
• Experience building and developing high-performing marketing teams.
• Strong analytical capabilities and a data-informed approach to decision making.
• Exceptional communication, storytelling, and executive presence.

Why This Role Matters

GoFundMe has extraordinary awareness. Our next challenge is increasing meaning.

This role will help define how millions of people think about helping, generosity, and community. You'll shape the stories, campaigns, and cultural moments that inspire people to participate, support one another, and make helping part of everyday life.

If we succeed, more people will see helping not as something that happens only during moments of crisis, but as a meaningful way to express who they are and the impact they want to have on the world.