Senior Product Marketing Manager, Work Profiles & Business User Authentication

ID.me•Mountain View, CA

46d•Onsite

About The Position

ID.me is building the identity layer of the internet - and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth with members and customers alike. ID.me is seeking a Senior Product Marketing Manager, Work Profile + Business User Authentication (BUA) to define and drive how our enterprise authentication products deliver value to business customers. This is a two-sided product set - BUA helps businesses prove eligibility of people for loyalty and community programs (e.g., discounts for pros at a home improvement store, discounts at athletic parallel for yoga instructors and athletes), and to authorization for business transactions (e.g., verification of a medical provider for access to a clinical trial, credentialed employee to make an insurance claim on behalf of a company). You'll own go-to-market strategy, positioning, and sales enablement for our Work Profile + Business User Authentication (BUA) products - ensuring customers understand how ID.me helps them validate legitimate organizations, link verified employees to their employers, and prevent fraud before it starts. This is a highly cross-functional role that partners closely with Product, Brand and Demand Gen Marketing, Sales, Growth, Customer Success, Legal, and Engineering to bring new capabilities to market, enable go-to-market teams, and refine our market narrative as digital identity evolves.

Requirements

8-12 years of experience in B2B, B2B2C or SaaS product marketing, preferably in cybersecurity, identity, or enterprise software.
Adeptness with - and passion for - complex technical software
Proven success developing positioning, messaging, and GTM strategies for enterprise or developer products.
Experience working closely with Sales, Product, and Legal to bring compliant and high-impact products to market.
Excellent written and verbal communication skills, with the ability to translate technical concepts into business value.
Data-driven mindset with experience setting and measuring marketing KPIs.
Demonstrated ability to influence cross-functional teams and executive stakeholders.
Curiosity about how trust, compliance, and authentication technologies create business value.
Comfort working in a fast-paced, mission-driven, high-growth environment.

Responsibilities

Define the product marketing strategy for ID.me's Business User Authentication products, aligning to enterprise segments and regulatory-driven industries.
Develop differentiated messaging that highlights how BUA helps organizations prevent fraud, improve customer satisfaction, and meet compliance standards
Translate insights from market trends - including rising identity fraud, data decay, and job mobility - into clear value propositions that underscore why organizations need a better way to manage external user trust.
Partner with Product to ensure our roadmap reflects the needs of security, compliance, and IT buyers.
Lead end-to-end GTM planning for new BUA capabilities, integrations, and launches.
Partner with Demand Gen, Content, Growth, Sales, and Enablement to launch products and build and activate multi-channel campaigns that drive awareness and adoption.
Develop storytelling frameworks that elevate ID.me's differentiators - such as our phishing-resistant AAL2 authentication and 75M+ verified IAL2 identities.
Develop top-of-funnel through sales enablement marketing assets and experiences, including demos, competitive comparisons, and more
Ensure consistent and compliant messaging across marketing materials, product pages, field assets, and other channels.
Conduct market and competitive analysis to understand how business identity and workforce lifecycle management are evolving.
Leverage insights from customer conversations, RFPs, and proof-of-concept feedback to sharpen positioning.
Represent the voice of the enterprise customer and the member within Product, advocating for frictionless yet secure solutions that address the limitations of legacy identity proofing and unverified registration processes
Create enablement materials (decks, product briefs, case studies) that equip Sales to articulate the business impact of BUA - from reducing fraud losses to enabling secure digital collaboration.
Partner with Customer Success to develop adoption playbooks and industry-specific value stories.
Support key customer engagements and analyst relations with clear, trusted narratives about ID.me's business verification leadership.
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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