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Senior Product Marketing Manager, Work Profiles & Business User Authentication

Mountain View, CA

Role Overview
Location: Mountain View, CA (Full-time in-office)

ID.me is seeking a Senior Product Marketing Manager, Work Profile and Business User Authentication (BUA) to define and drive how our enterprise authentication products deliver value to business customers.  This is a two-sided product set – BUA helps businesses prove eligibility of people for loyalty and community programs (e.g., discounts for pros at a home improvement store, discounts at athletic parallel for yoga instructors and athletes), and to authorization for business transactions (e.g., verification of a medical provider for access to a clinical trial, credentialed employee to make an insurance claim on behalf of a company).

This role connects ID.me’s authentication and verification solutions to the organizations that rely on them to securely manage external business user access — vendors, partners, and contractors — with regulatory compliance, low friction, and high trust. You’ll own go-to-market strategy, positioning, and sales enablement for our Work Profile and Business User Authentication (BUA) products — ensuring customers understand how ID.me helps them validate legitimate organizations, link verified employees to their employers, and prevent fraud before it starts.

This is a highly cross-functional role that partners closely with Product, Brand and Demand Gen Marketing, Sales, Growth, Customer Success, Legal, and Engineering to bring new capabilities to market, enable go-to-market teams, and refine our market narrative as digital identity evolves.

Responsibilities

Strategy & Positioning

  • Define the product marketing strategy for ID.me’s Business User Authentication products, aligning to enterprise segments and regulatory-driven industries.
  • Develop differentiated messaging that highlights how BUA helps organizations prevent fraud, improve customer satisfaction, and meet compliance standards
  • Translate insights from market trends — including rising identity fraud, data decay, and job mobility — into clear value propositions that underscore why organizations need a better way to manage external user trust.
  • Partner with Product to ensure our roadmap reflects the needs of security, compliance, and IT buyers.

Go-to-Market Leadership

  • Lead end-to-end GTM planning for new BUA capabilities, integrations, and launches.
  • Partner with Demand Gen, Content, Growth, Sales, and Enablement to launch products and build and activate multi-channel campaigns that drive awareness and adoption.
  • Develop storytelling frameworks that elevate ID.me’s differentiators — such as our phishing-resistant AAL2 authentication and 75M+ verified IAL2 identities.
  • Develop top-of-funnel through sales enablement marketing assets and experiences, including demos, competitive comparisons, and more
  • Ensure consistent and compliant messaging across marketing materials, product pages, field assets, and other channels.

Customer & Market Insight

  • Conduct market and competitive analysis to understand how business identity and workforce lifecycle management are evolving.
  • Leverage insights from customer conversations, RFPs, and proof-of-concept feedback to sharpen positioning.
  • Represent the voice of the enterprise customer and the member within Product, advocating for frictionless yet secure solutions that address the limitations of legacy identity proofing and unverified registration processes

Sales & Customer Enablement

  • Create enablement materials (decks, product briefs, case studies) that equip Sales to articulate the business impact of BUA — from reducing fraud losses to enabling secure digital collaboration.
  • Partner with Customer Success to develop adoption playbooks and industry-specific value stories.
  • Support key customer engagements and analyst relations with clear, trusted narratives about ID.me’s business verification leadership.

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: 

  • Market Adoption: Growth in enterprise deployments and business user verifications.
  • Pipeline Health: Product-attributed opportunities, win rates, and influenced revenue.
  • Sales Enablement Impact: Utilization and effectiveness of enablement materials.
  • Retention & Expansion: Renewals and upsell success within key verticals.
  • Market Awareness: Share of voice and thought leadership in trust and authentication categories.

Qualifications

  • 8–12 years of experience in B2B, B2B2C or SaaS product marketing, preferably in cybersecurity, identity, or enterprise software.
  • Adeptness with – and passion for – complex technical software
  • Proven success developing positioning, messaging, and GTM strategies for enterprise or developer products.
  • Experience working closely with Sales, Product, and Legal to bring compliant and high-impact products to market.
  • Excellent written and verbal communication skills, with the ability to translate technical concepts into business value.
  • Data-driven mindset with experience setting and measuring marketing KPIs.
  • Demonstrated ability to influence cross-functional teams and executive stakeholders.
  • Curiosity about how trust, compliance, and authentication technologies create business value.
  • Comfort working in a fast-paced, mission-driven, high-growth environment.

 

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

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