VP, Product Marketing, Consumer Apps (Wallet & Shop)

Company Overview

ID.me is the next-generation digital identity wallet that simplifies how individuals securely prove 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 140 million users experience streamlined login and identity verification with ID.me at 20 federal agencies, 44 state government agencies, and 66 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. To learn more, visit https://network.id.me/.

ID.me is building the identity layer of the internet, as a shared service for consumers and enterprises.  

ID.me’s Wallet is our cornerstone product and the largest digital identity wallet in the United States, trusted by over 140 million users.  Our digital wallet provides safe, convenient login, identity verification and authentication by enabling your credentials—be they your photo ID, professional credentials, proof of military service, etc —to move with you wherever you go online and enable you to access services.  

ID.me Shop is one of the most rapidly growing pieces of our business, connecting people to the brands they love, and enabling identity-based connections (e.g., discounts for service member communities, such as military, first responders, nurses).  It will also drive meaningful value to our customers through demand generation and loyalty.  

Over time, we will build upon the Wallet and Shop experiences to enable a cohesive app with a suite of identity-centered offerings that drive value for people, customers and ID.me. 

Role Overview:

At ID.me, we combine product management/development and product marketing responsibilities into a single, cross functional Product Management/Marketing role that partners closely with with design, engineering, marcomm, comms, insights and research, sales, legal and finance to develop strategy and bring to market industry-leading products that drive maximum impact for consumers, businesses and our own company.

ID.me is seeking an experienced product management professional to lead product marketing for ID.me’s consumer app, which will consist of mobile app, web, and browser extension experiences for Wallet and Shop applications. You will be responsible for defining, developing, and launching innovative products, shaping the product roadmap, and collaborating cross-functionally to bring products to market successfully. This role requires a balance of inbound product management responsibilities (working with engineering, design, and operations) and outbound product marketing (defining messaging, positioning, and go-to-market strategies).

Key Responsibilities:

• Product Strategy & Development:
  
  • Gather customer insights, conduct market research, and translate data into actionable product features.
  • Align product teams and cross functional partners. Work closely with engineering and design teams to shape the development of new features and enhancements.
  • Develop business cases and prioritize product initiatives based on user impact, customer impact, business goals, and feasibility.
  • Ensure seamless execution from ideation to launch, balancing trade-offs effectively.
• Go-to-Market & Positioning:
  • Craft compelling product messaging and positioning that clearly articulates value propositions.
  • Lead product launches, collaborating with marketing, communications, and PR teams to ensure impactful campaigns.
  • Create and refine customer narratives, ensuring consistency across all marketing and sales channels.
  • Serve as a thought leader and spokesperson, representing the product to external stakeholders, media, and customers.
• Cross-Functional Leadership & Collaboration:
  • Work closely with product, design, engineering, operations, sales, and data science to drive development direction and prioritization, and drive product adoption and growth. 
  • Align teams on key priorities and strategic direction.
  • Develop partnerships that expand the product’s reach and impact.
  • Ensure a high-quality product experience and maintain a high bar for execution.

Qualifications & Experience:

• 12+ years of experience in Product Marketing, Product Management, or a related field within a tech company that serves people and businesses
• Proven ability to balance both inbound (product management) and outbound (marketing) responsibilities.
• Experience launching and scaling Consumer, Business and B2B2C products with measurable success.
• Strong ability to analyze data and apply insights to product decisions.
• Exceptional communication and storytelling skills, with experience crafting product messaging and working with PR/media.
• Entrepreneurial mindset with a track record of building and shipping high-impact products.
• Experience in competitive analysis, user studies, and market research.
• Comfortable working in a fast-paced, cross-functional environment with frequent ambiguity.

Preferred Qualifications:

• MBA or advanced degree in Business, Marketing, Product design or a related field.
• Strong knowledge of marketplace, marketing and/or affiliate technology use and deployment
• Public speaking and media experience as a product representative.
• Deep knowledge of IAM (Identity and Access Management) and experience building platforms with IAM as a cornerstone is a large plus

ID.me maintains a work environment free from discrimination, where employees are treated with dignity and respect. All ID.me employees share in the responsibility for fulfilling our commitment to equal employment opportunity. ID.me does not discriminate against any employee or applicant on the basis of age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances. ID.me adheres to these principles in all aspects of employment, including recruitment, hiring, training, compensation, promotion, benefits, social and recreational programs, and discipline. In addition, ID.me's policy is to provide reasonable accommodation to qualified employees who have protected disabilities to the extent required by applicable laws, regulations and ordinances where a particular employee works. Upon request we will provide you with more information about such accommodations.

Please review our Privacy Policy, including our CCPA policy, at id.me/privacy. If you provide ID.me with any personally identifiable information you confirm that you have read and agree to be bound by the terms and conditions set out in our Privacy Policy.

ID.me participates in E-Verify.