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 fast; double down on the right ones.
• 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.
• Lay the foundation for brand: The work you do: validating which segments win, which stories convert, and where to double down becomes the foundation for brand work.

Requirements

• 10+ years of experience in product marketing, growth marketing, or audience strategy, ideally in consumer marketplace, membership, or network-based products.
• Proven track record of segment or market validation work: you've taken an ambiguous customer hypothesis, run structured tests, and turned findings into a repeatable GTM motion.
• Research-forward and analytically rigorous: you don't just run messaging tests, you understand how to isolate variables, structure experiments, and distinguish signal from noise.
• Sharp positioning instincts: you know how to translate customer truth into messaging that resonates, and you can adapt it across various channels without losing clarity.
• Cross-functional operator: you've worked closely with Product, Growth, and Data, and you know how to move things forward by leading through influence. Within Marketing, you have a sharp understanding of what each channel needs in order to drive cross-channel success.
• Scrappy and self-directed: you don't wait for a full research budget or a perfect brief. You figure out what you need to know and go find it.
• Strong writing and communication: you can turn messy customer inputs and qualitative signals into crisp positioning, clear strategy docs, and aligned internal recommendations.
• Genuine curiosity about people and community: you understand how trust, belonging, and social proof shape consumer behavior, and you find that interesting, not just useful.

Benefits

• Competitive cash compensation and equity
• Comprehensive health benefits
• Flexible time off, plus 12 paid holidays per year
• 21 credits per year to stay in Kindred homes
• $4,000 annual travel stipend to help offset travel-related costs
• Remote-first and remote-flexible work environment, with opportunities to work from anywhere and gather in person, including at Kindred HQ in San Francisco
• Regular team and company offsites to connect, collaborate, and build together
• A vibrant, inclusive, and highly skilled team that ferociously protects team chemistry
• A culture of high standards, feedback, and continual growth