Lead product marketing strategy and execution for new features across multiple brands. Collaborate with cross-functional teams to drive user engagement and retention.
About Match Group
At Match Group, we create some of the world’s most popular dating products, including Tinder, Hinge, OkCupid, and more. With millions of users across the globe, we are on a mission to spark meaningful connections for every single person.
The Role:
The role is to lead our product marketing strategy and execution in.
This role sits at the intersection of marketing, brand, product, and CRM, where you will be responsible for the go-to-market strategy for new product features, developing feature positioning and branding, and collaborating with global product, marketing, and lifecycle teams to drive app growth and feature adoption. You will work closely with CRM teams to design and execute engagement strategies that support long-term retention and feature usage.
This is a multi-brand, multi-geography role requiring the ability to think globally while executing locally. You’ll work across a diverse portfolio of markets, each with its own user behavior, cultural context, and brand goals, and help translate global product priorities into impactful, market-relevant narratives and strategies.
This position requires a results-oriented and collaborative individual with a sharp intuition for balancing brand, business, and user experience. Success in this role hinges on the ability to understand and influence the entire user journey — not just launching new features, but also driving sustained engagement through CRM, lifecycle marketing, and in-app behavior mapping. The role also involves developing new processes and fostering deep cross-functional collaboration across marketing, product, communications, and insights teams to scale growth and elevate the in-app brand experience.
In this role you will:
- Own go-to-market strategy to drive new feature adoption, including: Partner with brand, product, and creative teams to develop product feature strategy, including naming, positioning, and content.
- Work closely with CRM and lifecycle teams to design campaigns that support feature adoption, re-engagement, and long-term user retention.
- Collaborate with global marketing, regional product marketing manager & CRM teams to identify user opportunities and develop/execute marketing strategies.
- Build new processes to strengthen collaboration and coordination between the product, localization, and marketing teams including setting up objective measurements to identify and align key opportunities of product experience to realize brand vision.
- Act as the voice of the consumer and a strong brand steward staying close with in-app user behavior and pain points
- Elevate users in-app experience: Find ways to bring brand values and brand personality to life within the app, working closely with product, CRM, brand, DEI, and creative teams.
- Work closely with the product growth team and global & regional PMM team to influence a roadmap for innovation development.
- Define KPIs for feature and campaign success, analyze performance, and recommend optimizations using data and user insights to refine positioning, messaging, and activation strategies on an ongoing basis.
What you’ll need:
- 5–7 years of experience in product marketing, lifecycle marketing, or growth marketing, ideally in consumer tech or mobile-first companies.
- Proven experience developing and executing go-to-market strategies in collaboration with cross-functional teams.
- Strong understanding of CRM and lifecycle marketing with experience launching user-facing campaigns across email, push, or in-app surfaces.
- Ability to distill insights from data and user research to influence product direction and marketing strategy.
- Experience working with creative, product, and brand teams to bring narratives to life in-app.
- Excellent project management skills with the ability to juggle multiple priorities and stakeholders across regions and time zones.
- Comfort operating in a global matrixed organization and influencing without direct authority.
Top Skills
CRM
Lifecycle Marketing
User Insights Data Analysis
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