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Senior Product Marketing Manager, Apps

Mountain View, California, United States

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 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. To learn more, visit https://network.id.me/.

Company Overview

ID.me is a next-generation digital identity wallet that simplifies how individuals securely verify their identity online. With a single ID.me verification, users can seamlessly sign in across multiple websites without creating new accounts. Over 152 million users trust ID.me for streamlined identity verification and secure access to services at 20 federal agencies, 45 state governments, and 70 healthcare organizations. More than 600 consumer brands use ID.me to verify user segments and build authentic relationships. ID.me’s technology meets federal authentication standards set by the Commerce Department and is approved as a NIST 800-63-3 IAL2/AAL2 credential service provider by the Kantara Initiative. Committed to "No Identity Left Behind," ID.me ensures secure digital identities for all.

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.

 

Role Overview

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.

The annual base salary listed does not include a company bonus, incentive for sales roles, equity and benefits which will be determined based on experience, skills, education, relevant training, geographic location and role. 

ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long-term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit.

The above represents the anticipated total rewards package for this job requisition. Final offers may vary from the amount listed based on qualifications, professional experiences, skills, education, relevant training, geographic location, and other job related factors.

Mountain View, CA Pay Range

$200,000 - $243,000 USD

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.

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