Senior Staff Market Research and Consumer Insights

About GoFundMe

GoFundMe stands as the world's leading community-driven platform dedicated to enabling individuals and nonprofits to support each other. Since 2010, our community has raised over $40 billion, facilitating millions of people to help loved ones, support causes, and impact communities globally.

Our mission is straightforward: help people support one another. As we grow, our focus is on innovating to make giving, asking, and rallying easier and more meaningful by deeply understanding our users and the cultural trends shaping their behavior.

Role Overview

We are seeking a Senior Staff leader to drive our market research and consumer insights efforts. This role is pivotal in developing a comprehensive understanding of our audiences, uncovering evolving cultural trends, and shaping strategies that boost brand strength, audience engagement, and long-term growth.

Key Responsibilities

• Lead the creation and implementation of GoFundMe's market research and consumer insights strategies.
• Gain and deepen insights into current and future audiences including fundraisers, donors, nonprofits, and emerging generations.
• Design and execute research roadmaps to guide brand, marketing, product, and growth strategies.
• Collaborate with leadership to identify critical audience and market questions to explore growth potential.
• Oversee audience segmentation, persona creation, and behavioral research initiatives to isolate motivations and barriers affecting participation.
• Detect high-potential audience segments and opportunities for expansion.
• Establish frameworks to improve organizational understanding of target demographics and outreach methods.
• Lead studies on brand awareness, perception, reputation, and cultural trends to strengthen GoFundMe's relevance and emotional connection.
• Analyze competitive landscape across philanthropy, social platforms, and related fields to identify trends, risks, and opportunities.
• Focus on understanding Millennials and Gen Z by tracking digital, cultural, and social trends to keep GoFundMe pertinent to future supporters.
• Transform research insights into compelling narratives, strategic guidance, and actionable recommendations accessible across the organization.
• Support marketing, product, growth, and executive teams with data-driven decision-making tools related to audience targeting, messaging, and growth initiatives.

Qualifications

• 8 to 12+ years of experience in market research, consumer insights, audience or brand strategy, cultural research, or related fields.
• Proven expertise in audience segmentation, persona development, brand tracking, qualitative and quantitative research methods, and trend analysis.
• Strong ability to convert consumer data into actionable business and marketing strategies.
• Exceptional skills in storytelling and communicating complex insights to executive-level stakeholders.
• A passion for understanding cultural dynamics, human motivation, and participation trends.

Success Indicators

• Implementation of clear audience segmentation and persona frameworks widely adopted within the marketing department.
• Strong insights into cultural trends and changing consumer behaviors influencing the sector.
• Research outcomes that directly impact strategic planning, marketing positioning, and investment decisions.
• Enhanced targeting and positioning leading to more effective campaigns.
• Robust competitive and category intelligence that guides future direction.
• High executive confidence in audience and market-related decision-making.

Work Environment & Benefits

• Full-time position located in San Francisco, CA with a hybrid onsite expectation of 2-3 days weekly.
• Competitive salary range between 223000 and 335000 USD annually, along with equity options.
• Comprehensive health benefits including medical, dental, vision, life insurance, and 401(k) plans.
• Additional financial support for hybrid work, family planning, and generous parental leave.
• Flexible time-off policies, mental health resources, and wellness programs.
• Engagement in professional growth opportunities through ongoing learning and recognition initiatives.
• Active commitment to diversity, equity, and inclusion with multiple employee resource groups.
• Community involvement through volunteer programs and partnership with an independent public charity to amplify social impact.

Equal Opportunity and Privacy

GoFundMe is an equal opportunity employer, embracing diversity in all forms and prohibiting discrimination on any grounds including race, gender, disability, age, veteran status, and more. Candidates can request accommodations during the application and hiring process.

Applicant data is managed in compliance with applicable privacy laws such as GDPR and US regulations.