Growth Product Marketing Lead

About Tinder and Our Mission

Tinder is a global leader in fostering human connections with tens of millions of users worldwide, generating billions of swipes and millions of matches daily across more than 190 countries. We aim to maintain the excitement of meeting new people through innovative solutions grounded in behavioral science, AI, safety, and cultural awareness.

Core Values

• Take Initiative: We are dependable to our team and users alike, ensuring commitments are honored.
• Act Quickly: We prioritize delivering results promptly rather than delaying tasks unnecessarily.
• Collaborate: We believe teamwork enhances both our platform and workplace.
• Communicate Honestly: We encourage candid and respectful dialogue internally and externally.
• Prioritize Safety: Integrity and transparency shape our approach, fostering a secure environment.
• Encourage Creativity: Fun fuels innovation and superior experiences for users.

Role Overview

We are seeking a Growth Product Marketing Lead focused on driving engagement and growth for Tinder by developing and leading product marketing strategies across in-app and external channels. This hybrid role is based in San Francisco, CA, requiring in-office presence three days a week and involves working closely with multiple teams globally to boost user acquisition and retention.

Key Responsibilities

• Develop and execute go-to-market strategies for new product features, including crafting positioning, messaging, and branding that resonate with target audiences and differentiate Tinder's offerings.
• Collaborate with global teams to define learning goals, translate strategies into marketing initiatives, and measure their impact effectively.
• Identify user needs and prioritize features that address those needs.
• Manage global organic growth strategies by establishing and optimizing channels and touchpoints throughout the user journey.
• Design and implement A/B testing and experimental campaigns to enhance app store optimization (ASO), customer relationship management (CRM), and app funnel performance.
• Set key performance indicators for marketing programs, forecast results, monitor performance, and document projects comprehensively.
• Lead ASO efforts with agency partners to elevate app visibility and conversion rates in key markets, aligning ASO initiatives with CRM and product roadmaps for broader market relevance.
• Drive storytelling and feature discovery on app stores to improve Tinder’s visibility and share of voice.
• Develop new lifecycle CRM tactics with the engagement team by experimenting with channels, messaging, and target segments to increase user engagement and feature adoption.
• Maintain synergy between paid and owned marketing strategies by collaborating with media teams for integrated product-related initiatives.
• Lead the application of Tinder’s AI SEO strategy across the organization.
• Explore and propose new go-to-market strategies and product experiences aimed at unlocking growth and attracting new users.

Qualifications

• 6 to 8+ years of experience in product marketing, particularly leading growth and go-to-market strategies in consumer-facing mobile apps.
• Strong customer focus with a deep understanding of user journeys and how to effectively communicate across different consumer touchpoints.
• Expertise in traditional and emerging growth levers such as ASO, CRM, and AI-driven search strategies.
• Analytical mindset skilled in experimentation and applying insights to diverse markets.

Preferred Attributes

• A collaborative approach, working seamlessly with CRM, Marketing, Communications, Product, Design, Analytics, Globalization, and Business Development teams.
• Attention to detail combined with a passion for user-centric design, balancing rapid execution with creative, on-brand messaging.

Employee Benefits

• Flexible vacation policy and 10 sick days annually.
• Paid time off for volunteering and charitable donation matching up to $15,000 per year.
• Comprehensive health, vision, and dental insurance plans.
• 401(k) plan with a 100% employer match up to 10% and Employee Stock Purchase Plan.
• Full paid parental leave, including for non-birthing parents, and family formation benefits.
• Professional growth support including mentorship programs, access to over 6,000 online courses, and an annual $3,000 stipend for development.
• Wellness programs providing mental health support, concierge medical services, pet insurance, fitness subsidies, and commuter benefits.
• Complimentary Tinder Gold subscription.

Commitment to Diversity and Inclusion

Tinder values and celebrates diversity and is dedicated to creating an equitable workplace reflective of our global user base. We welcome applications from all backgrounds and provide accommodations during the hiring process when requested.

Compensation

The annual salary range for this position is between 175,000 and 195,000 USD, subject to adjustments based on factors such as candidate experience, job location, and internal equity. This position is based in San Francisco, CA, with potential geographic salary adjustments.