Senior PMM — Growth & Segment Strategy Lead

Kindred Concepts, Inc.; San Francisco (CA); Hybrid; USD 170,000 - 230,000; Full time

Benefits offered by this job

Competitive compensation and equity

Comprehensive health benefits

Flexible time off

Travel stipend

Remote-first work environment

Team offsites

Job summary

Kindred is seeking a Senior Manager, Product Marketing to own segment strategy and validation across Identity, Affinity, and Org circles. You will build a rigorous GTM motion, with clear positioning and messaging, enabling Growth, Social, PR, CRM, Partnerships, and Product teams to execute with confidence.

You will talk to members and prospects, translate insights into actionable briefs, and collaborate with Product to align market insight with product reality, laying the groundwork for brand

Qualifications

• 10+ years of experience in product marketing, growth marketing, or audience strategy.
• Proven track record of segment or market validation and building repeatable GTM motions.
• Research-forward and analytically rigorous with ability to isolate variables & run structured experiments.
• Sharp positioning instincts translating customer truth into messaging across channels.
• Cross-functional operator with Product, Growth, and Data collaboration.
• Scrappy and self-directed with capability to pursue necessary insights independently.
• Strong writing and communication to create crisp positioning and docs.
• Genuine curiosity about people, community, trust, belonging, and social proof.

Responsibilities

• Own segment strategy and validation for identity, affinity, and org segments.
• Build the GTM motion for priority audiences: positioning, messaging, channels, activation flows, retention hooks.
• Equip cross-functional teams with actionable briefs for Growth, Social, PR, CRM, Partnerships, and Product.
• Provide cohesive creative direction and ensure assets align with strategy throughout launches.
• Run structured market tests: define hypotheses, metrics, and success criteria; instrument tests with Product, Growth, and Data.
• Define positioning grounded in product reality and customer truth; collaborate with Product to close insights-to-product loop.
• Act as the voice of the customer by talking to members and prospects and translating insights into recommendations.
• Lay the foundation for brand work by validating segments, stories, and conversion levers.

Skills

Segment strategy

GTM planning

Cross-functional leadership

Strong writing

Job description

Kindred is seeking a Senior Manager, Product Marketing to own segment strategy and validation across Identity, Affinity, and Org circles. You will build a rigorous GTM motion, with clear positioning and messaging, enabling Growth, Social, PR, CRM, Partnerships, and Product teams to execute with confidence.

You will talk to members and prospects, translate insights into actionable briefs, and collaborate with Product to align market insight with product reality, laying the groundwork for brand