Responsibilities

• Define and own product marketing strategy for a critical pillar of Threads (e.g., creator ecosystem, community engagement, or core user growth), tightly aligned to product and business goals
• Own end-to-end GTM planning and execution for major product launches, feature rollouts, and cultural moments. Define new, innovative, and scrappy GTM motions that allow Threads to rapidly capitalize on moments where conversation is exploding — from breaking news to entertainment events to internet-native phenomena. Ensure cohesive storytelling across channels, markets, and audiences
• Develop compelling product positioning and messaging frameworks that resonate with diverse global audiences — creators, communities, and everyday users
• Serve as the senior marketing voice in product roadmap discussions, influencing product direction through deep user understanding, market insights, and competitive intelligence. Partner closely with product, engineering, design, comms, and policy
• Drive research, cultural trend analysis, and competitive monitoring to inform marketing and product strategy. Translate insights into actionable recommendations for leadership
• Champion a test-and-learn, builder mentality to GTM. Develop scrappy, low-cost, high-impact activation ideas that don't require massive budgets — think guerrilla marketing, creator-led amplification, real-time social plays, and platform-native moments. Document what works into scalable playbooks for the team
• Mentor and elevate the PMMs on the Threads marketing team, raising the bar on strategic thinking, storytelling, and executional excellence across the group
• Develop and present strategic narratives, campaign results, and business cases to senior and executive audiences within FOA Consumer Marketing and beyond
• Define and own the playbook for how Threads shows up in cultural moments — from tentpole events to spontaneous internet phenomena. Identify moments before they peak, develop rapid-response GTM frameworks, and build repeatable (but never formulaic) approaches that position Threads as the first place people go when conversation ignites. Partner on strategies to grow the creator and public figure ecosystem on Threads, leveraging cultural moments to drive content supply and organic conversation

Requirements

• 12+ years of experience in product marketing, brand marketing, or consumer marketing
• Experience leading marketing strategy for consumer-facing products at scale (100M+ users)
• Track record of defining and executing differentiated go-to-market strategies that drove measurable growth or adoption
• Experience operating as a strategic partner to product and engineering leadership
• Demonstrated ability to build GTM strategies from scratch in fast-moving, unstructured environments — not just executing existing playbooks but inventing new ones
• Experience influencing executive decision-making through insights-driven storytelling
• Experience working in fast-paced, ambiguous environments with shifting priorities

Preferred

• Experience building brand positioning for products in highly competitive, fast-moving markets
• Experience marketing social media, messaging, or creator/community platforms
• Track record of mentoring and developing marketing talent
• Global marketing experience with sensitivity to regional and cultural nuances
• Track record of building innovative, resourceful GTM motions with limited resources that delivered outsized impact relative to investment
• Deep understanding of internet culture, creator ecosystems, and the competitive social landscape
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Experience capitalizing on real-time cultural moments in marketing — building rapid-response campaigns or always-on cultural listening programs
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience partnering with communications and policy teams on high-profile, public-facing narratives