Product Marketing Manager, Threads

Meta; Los Angeles (CA); On-site; USD 190,000 - 258,000; Full time

Benefits offered by this job

Bonus

Equity

Benefits

Job summary

Meta is seeking a Product Marketing Manager for Threads to shape the growth narrative, go-to-market strategy, and cultural relevance across the Family of Apps. You will partner with product and leadership to define positioning, lead end-to-end GTM for launches, and drive strategic narratives that resonate globally with creators, communities, and everyday users.

You will champion a test-and-learn GTM approach, mentor PMMs, and build scalable playbooks for rapid, real-time marketing moments across

Qualifications

• 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.

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

Skills

Strategic marketing

GTM planning

Executive storytelling

Brand positioning

Job description

We're looking for a Product Marketing Manager to be a strategic marketing leader and GTM architect for Threads within the Family of Apps (FOA) Consumer Marketing organization. Reporting to the Global Director, Threads Marketing, you will play a critical role in shaping how Threads shows up in the world — driving the product's growth narrative, go‑to‑market strategy, and cultural relevance. A defining focus of this role is owning how Threads inserts itself into cultural moments — the inflection points where conversation explodes — and building innovative, scrappy playbooks that make Threads the home of real‑time cultural dialogue. The Product Marketing, Creators, Threads team sits within Meta's FOA Consumer Marketing organization and is responsible for bringing Threads' story to the world. We're a lean, high‑conviction team that values bold thinking, creative excellence, and deep user empathy. This role offers the opportunity to shape the marketing direction for one of Meta's most important new products at a pivotal growth moment. You will operate as a strategic thought partner to product and executive leadership, set the marketing vision for key areas of the Threads experience, and elevate the craft and rigor of the broader team. You'll work at the intersection of product strategy, consumer insights, brand storytelling, and real‑time GTM execution to accelerate Threads' position as the destination for cultural conversation. This person will navigate ambiguous situations by defining structure, identifying priorities, and driving decisions with incomplete information, move fast, and define entirely new ways to show up — not waiting for a perfect playbook but writing it as they go.

Product Marketing Manager, Threads 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

Minimum Qualifications:

• 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 Qualifications:

• 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
• Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)

About Meta:

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.

Meta is proud to be an Equal Employment Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Meta participates in the E‑Verify program in certain locations, as required by law. Please note that Meta may leverage artificial intelligence and machine learning technologies in connection with applications for employment.

Meta is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at [e-mail].

$190,000/year to $258,000/year + bonus + equity + benefits

Individual compensation is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base hourly rate, monthly rate, or annual salary only, and do not include bonus, equity or sales incentives, if applicable. In addition to base compensation, Meta offers benefits. Learn more about benefits at Meta.