Senior Product Marketing Manager, Apps

Senior Product Marketing Manager, Apps

ID.me is the next-generation digital identity wallet that simplifies how individuals securely verify their identity online. Consumers can verify their identity with ID.me once and seamlessly login across websites without having to create a new login and verify their identity again. Over 152 million users experience streamlined login and identity verification with ID.me at 20 federal agencies, 45 state government agencies, and 70+ healthcare organizations. More than 600+ consumer brands use ID.me to verify communities and user segments to honor service and build more authentic relationships. ID.me's technology meets the federal standards for consumer authentication set by the Commerce Department and is approved as a NIST 800-63-3 IAL2 / AAL2 credential service provider by the Kantara Initiative. ID.me is committed to "No Identity Left Behind" to enable all people to have a secure digital identity.

ID.me is building the identity layer of the internet — and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth — driving awareness, engagement, and transactions through the launch and scale of products and campaigns that resonate with members and customers alike. Together, we're building an iconic brand and accelerating ID.me's growth to make life safer and easier.

ID.me is seeking a Senior Product Marketing Manager, Apps to define and drive how our apps deliver value to members and customers — starting with our consumer app and browser extension. This role connects ID.me's products to the people and businesses who use them — translating complex product functionality into clear, compelling stories that deepen engagement, increase adoption, and demonstrate measurable impact.

You'll lead the go-to-market strategy, positioning, and ongoing engagement for the ID.me app and browser extension, ensuring these experiences strengthen our members' relationship with their digital identity while creating outcomes that matter for our customers.

This is a highly cross-matrix role that partners closely with Product, Design, Engineering, Growth, Integrated Marketing, Operations, and Legal to bring new capabilities to market, optimize adoption, and continuously improve the end-to-end experience.

Responsibilities

Strategy & Positioning

• Define the product marketing strategy for ID.me's apps — beginning with our consumer app and browser extension.
• Develop clear, differentiated positioning and messaging that communicates product value across audiences — from individual members to enterprise customers.
• Translate insights from member research, customer feedback, and competitive analysis into actionable recommendations for Product and Growth teams.

Go-to-Market & Launch Leadership

• Own end-to-end go-to-market planning for new app features, versions, and product experiences.
• Partner with Integrated Marketing, Growth and Sales Enablement to launch across channels — from app stores and email to social, paid media, and customer channels.
• Create assets and frameworks that drive consistent messaging across touchpoints (e.g., product pages, app stores, and customer enablement kits).
• Collaborate with Product and Legal to ensure messaging aligns with compliance, privacy, and trust standards.

Lifecycle & Engagement

• Partner with Product and Growth to develop lifecycle marketing strategies that increase activation, engagement, and retention.
• Support in-product messaging, onboarding experiences, and feature education to help members get more value from ID.me.
• Partner with Customer Success and Marketing Operations to measure and optimize the customer journey from awareness through loyalty.

Market & Member Insight

• Conduct competitive and category analysis to understand how digital identity, authentication, and privacy are evolving.
• Leverage insights from member behavior, feedback, and experimentation to inform positioning, messaging, and roadmap priorities.
• Champion the voice of both members and customers within ID.me's product development process.

Drive Key Performance Indicators, including:

• Member Growth & Activation: App downloads, new user activations, and verified members via app and extension.
• Engagement & Retention: Monthly active users (MAU), feature adoption, and repeat usage.
• Customer Impact: Verified transactions, adoption by customers, and satisfaction with app-based engagement.
• Go-to-Market Excellence: Launch readiness, campaign performance, and cross-functional execution.
• Brand & Messaging Consistency: Clear and aligned storytelling across member and customer touchpoints.

Qualifications

• 8–10+ years of experience in product marketing for consumer apps or digital products
• Experience growing product market share with a trust-based B2B or B2C organization (IE: Airline, Rideshare, SaaS Healthcare Patient Portals, etc.)
• Can share work samples showing experience developing positioning, messaging, and go-to-market strategies that connect products to user and customer value.
• Experience collaborating with Product, Design, Engineering, and Legal to launch compliant, high-impact features.
• Excellent communication and storytelling skills with an ability to translate technical features into clear user benefits.
• Data-driven approach to problem-solving, with proficiency in setting and tracking KPIs.
• Comfort operating in a fast-paced, high-growth, mission-driven organization.
• Deep curiosity about member and customer behavior and what drives action.
• Experience influencing product strategy through customer and market insights.
• Passion for building trusted, member-first digital experiences.