Growth Product Marketing Lead

Match Group•Los Angeles, CA

1d•Hybrid

About The Position

Our Mission Launched in 2012, Tinder® revolutionized how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfill a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches, serving approximately 50 million users per month in 190 countries and 45+ languages - a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, “It Starts with a Swipe”™ Our Values 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. We’re looking for a Growth Product Marketing Lead to join the Tinder team. Dating apps continue to be a connector for people who may not have otherwise met. You’ll be joining Tinder as it steers the evolution of the category to deliver on the needs of daters today, especially those who are newer or returning to dating. As the Growth Product Marketing Lead, you’ll be at the center of how we engage consumers at scale, designing and driving forward product marketing strategy and execution across both in-app and out-of-app owned channels. This role will be critical in driving measurable results and setting up frameworks that help move curious daters through their respective journeys. This is a highly cross-functional role across the entire org. If you’re excited about working on an app with global brand resonance and you find yourself splitting your time between flexing both your creative and analytical sides, this role could be for you.

Requirements

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.
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.

Responsibilities

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