Senior Product Marketing Manager, Apps

ID.me•Mountain View, CA

39d•$200,000 - $243,000•Onsite

About The Position

ID.me is seeking a Senior Product Marketing Manager, Apps to define and drive how our apps deliver value to members and customers - starting with our consumer app and browser extension. This role connects ID.me's products to the people and businesses who use them - translating complex product functionality into clear, compelling stories that deepen engagement, increase adoption, and demonstrate measurable impact. You'll lead the go-to-market strategy, positioning, and ongoing engagement for the ID.me app and browser extension, ensuring these experiences strengthen our members' relationship with their digital identity while creating outcomes that matter for our customers. This is a highly cross-matrix role that partners closely with Product, Design, Engineering, Growth, Integrated Marketing, Operations, and Legal to bring new capabilities to market, optimize adoption, and continuously improve the end-to-end experience.

Requirements

8-12+ years of experience in product marketing for consumer apps or digital products
Experience growing product market share with a trust-based B2B or B2C organization (IE: Airline, Rideshare, SaaS Healthcare Patient Portals, etc.)
Can share work samples showing experience developing positioning, messaging, and go-to-market strategies that connect products to user and customer value.
Experience collaborating with Product, Design, Engineering, and Legal to launch compliant, high-impact features.
Excellent communication and storytelling skills with an ability to translate technical features into clear user benefits.
Data-driven approach to problem-solving, with proficiency in setting and tracking KPIs.
Comfort operating in a fast-paced, high-growth, mission-driven organization.
Deep curiosity about member and customer behavior and what drives action.
Experience influencing product strategy through customer and market insights.
Passion for building trusted, member-first digital experiences.

Responsibilities

Define the product marketing strategy for ID.me's apps - beginning with our consumer app and browser extension.
Develop clear, differentiated positioning and messaging that communicates product value across audiences - from individual members to enterprise customers.
Translate insights from member research, customer feedback, and competitive analysis into actionable recommendations for Product and Growth teams.
Own end-to-end go-to-market planning for new app features, versions, and product experiences.
Partner with Integrated Marketing, Growth and Sales Enablement to launch across channels - from app stores and email to social, paid media, and customer channels.
Create assets and frameworks that drive consistent messaging across touchpoints (e.g., product pages, app stores, and customer enablement kits).
Collaborate with Product and Legal to ensure messaging aligns with compliance, privacy, and trust standards.
Partner with Product and Growth to develop lifecycle marketing strategies that increase activation, engagement, and retention.
Support in-product messaging, onboarding experiences, and feature education to help members get more value from ID.me.
Partner with Customer Success and Marketing Operations to measure and optimize the customer journey from awareness through loyalty.
Conduct competitive and category analysis to understand how digital identity, authentication, and privacy are evolving.
Leverage insights from member behavior, feedback, and experimentation to inform positioning, messaging, and roadmap priorities.
Champion the voice of both members and customers within ID.me's product development process.

Benefits

ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long-term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit.

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