Senior Manager, Product Marketing

Responsibilities

• Own segment strategy and validation: Define which identity, affinity, and org segments represent real acquisition and retention opportunities for Kindred. Run structured tests to validate PMF signal, not just messaging resonance, but actual liquidity, activation, and retention by segment. Pivot from the wrong bets…
• Build the GTM motion for priority audiences: Assess relative growth opportunity of segments and develop the corresponding GTM motion: positioning, messaging, channel strategy, activation flows, and retention hooks.
• Equip cross-functional teams for execution: Turn customer insights, segment learnings, and positioning into actionable briefs that enable Growth, Social, PR, CRM, Partnerships, and Product teams to execute consistently.
• Provide cohesive creative direction
• Partner with channel and creative teams throughout launch planning to review messaging and ensure final assets stay true to the strategy.
• Run structured market tests
• Design and own the test roadmap. Define the hypotheses, measurement frameworks, and success criteria. Work cross-functionally with Product, Growth, and Data to instrument tests properly and synthesize what the results actually mean for the business.
• Define positioning from truth, not aspiration: Ground messaging in what Kindred actually delivers, where the product wins, where the experience breaks down, and what's required for a segment to find real value. You'll work with Product to close the loop between market insight and product reality.
• Act as the voice of the customer: Talk to members and prospects regularly.
• Translate what you're hearing into sharp segment insights, positioning improvements, and prioritized recommendations for Product and Growth leadership.

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