Responsibilities

• Work with the Senior Director of External Communications to help establish product marketing as an emerging function, developing the processes and go-to-market approach needed to engage new external audiences.
• Recruit and lead team members overseeing product marketing, ensuring alignment with strategy and organisational needs.
• Lead coordination with Foundation departments to establish a shared approach to external audience engagement, and campaign planning.
• Bring a retention and lifetime-engagement lens to product marketing planning.
• Develop a foundation for product marketing metrics including audience growth, campaign impact, adoption/retention improvement, stronger brand awareness, or clearer GTM process.
• Establish strong commercial judgement within the audience and competitive landscape, able to identify and prioritise market needs and balance that with corresponding product features.
• Partner with the Brand Studio and Brand Management team to develop a shared global brand marketing approach.
• Line-manage team members responsible for integrated and performance marketing, including paid media and owned digital experiences.
• Collaborate with Insights and Brand Studio on developing new marketing briefs, staffing for new projects, and development of campaigns and activations that grow global brand visibility, likeability, and awareness.
• Ensure strategic alignment between the briefs product marketing produces and how the wider marketing and communications team adopts them.

Requirements

• 12+ years of marketing experience, including significant knowledge of product marketing (at least 5 years in a b2c setting), and line management of multi-disciplinary teams.
• Experience at a major website, online publisher/platform, growing and engaging audiences at scale globally.
• Experience building product messaging and value propositions, with global audience segmentation and lifecycle marketing experience.
• Ability to adapt tone, voice, and message across different cultural contexts.
• Experience in agile, fast-paced, complex, and ambiguous marketing environments, comfortable balancing both a hands on and strategic approach, while handling long-term strategy building with short-term performance demands.
• Experience in leading through influence and collaboration to drive alignment across teams and departments.
• Experience developing and overseeing a multichannel strategy across paid, owned, and earned media.
• Ability to operate as a peer with internal stakeholders.
• Experience with campaign analytics, with the ability to translate data into shared strategic decisions.
• Direct experience evaluating or implementing marketing technology, such as CRM or audience and campaign data platforms.

Preferred

• Curiosity and enthusiasm for the Wikimedia mission.