Senior Staff, Market Research & Consumer Insights

GoFundMe•San Francisco, CA

4d•Hybrid

About The Position

GoFundMe is seeking a Senior Staff, Market Research & Consumer Insights leader to drive the company's market and consumer insights strategy. This role will be crucial in informing brand building, audience reach, customer engagement, and long-term growth. The ideal candidate will possess a blend of research, strategy, and storytelling skills, with a deep curiosity about people and culture, and a passion for translating insights into actionable recommendations. This position is based in the San Francisco Bay Area with a requirement to be in the office 2-3 times per week.

Requirements

8–12+ years in market research, consumer insights, audience strategy, brand strategy, cultural insights, or related disciplines.
Expertise in segmentation, persona development, brand tracking, audience research, and trend analysis.
Strong qualitative and quantitative research skills.
Experience translating consumer insights into business and marketing strategy.
Exceptional storytelling and executive communication skills.
Passion for understanding people, culture, and what motivates participation.

Responsibilities

Lead Market & Audience Insights: Define and execute GoFundMe's market research and consumer insights strategy. Develop a deep understanding of current and future audiences, including fundraisers, donors, nonprofits, supporters, and emerging generations. Build the research roadmap that informs brand, marketing, growth, and business strategy. Partner with leadership to identify critical questions about audiences, markets, and future growth opportunities.
Own Audience Understanding & Segmentation: Lead audience segmentation, persona development, and behavioral research initiatives. Uncover the motivations, needs, barriers, and attitudes that drive participation. Identify high-potential audiences and opportunities for growth. Build shared frameworks that help teams better understand who we serve and how to reach them.
Drive Brand & Cultural Insights: Lead brand tracking, awareness, consideration, perception, and reputation research. Identify shifts in culture, consumer expectations, media consumption, and helping behaviors. Provide insights that strengthen GoFundMe's relevance, trust, and emotional connection with audiences. Help shape brand strategy through a deep understanding of people and culture.
Lead Competitive & Category Intelligence: Monitor trends across fundraising, philanthropy, nonprofits, marketplaces, social platforms, and adjacent categories. Identify emerging opportunities, risks, and shifts in consumer behavior. Develop competitive intelligence that informs strategic planning and investment decisions. Help define where the category is going and how GoFundMe can lead it.
Win the Next Generation of Supporters: Build a deep understanding of Millennial and Gen Z audiences. Track emerging cultural, social, and digital trends shaping participation and generosity. Identify future growth opportunities and evolving audience needs. Help ensure GoFundMe remains relevant to the next generation of supporters.
Turn Insights Into Action: Translate research into compelling stories, strategic recommendations, and actionable frameworks. Partner with Marketing, Communications, Growth, Product Marketing, and Executive Leadership to inform decision-making. Ensure insights are accessible, actionable, and embedded across the organization. Help teams make better decisions about audiences, positioning, messaging, and growth opportunities.