Kindred

Product Marketing

• Own segment strategy and validation: Define which identity, affinity, and org segments represent real acquisition and retention opportunities for Kindred. Run structured tests to validate PMF signal, not just messaging resonance, but actual liquidity, activation, and retention by segment. Pivot from the wrong bets fast; double down on the right ones.
• Build the GTM motion for priority audiences: Assess relative growth opportunity of segments and develop the corresponding GTM motion: positioning, messaging, channel strategy, activation flows, and retention hooks.
• Equip cross-functional teams for execution: Turn customer insights, segment learnings, and positioning into actionable briefs that enable Growth, Social, PR, CRM, Partnerships, and Product teams to execute consistently.
• Provide cohesive creative direction: Partner with channel and creative teams throughout launch planning to review messaging and ensure final assets stay true to the strategy.
• Run structured market tests: Design and own the test roadmap. Define the hypotheses, measurement frameworks, and success criteria. Work cross-functionally with Product, Growth, and Data to instrument tests properly and synthesize what the results actually mean for the business.
• Define positioning from truth, not aspiration: Ground messaging in what Kindred actually delivers, where the product wins, where the experience breaks down, and what's required for a segment to find real value. You'll work with Product to close the loop between market insight and product reality.
• Act as the voice of the customer: Talk to members and prospects regularly. Translate what you're hearing into sharp segment insights, positioning improvements, and prioritized recommendations for Product and Growth leadership.
• Lay the foundation for brand: The work you do: validating which segments win, which stories convert, and where to double down becomes the foundation for brand work.

Senior Manager, Product Marketing

Chief Marketing Officer

• Own hosting and travel activation communications experience: Own the strategic roadmap, execution, and optimization of customer communications across email, SMS, push notifications, in-app messaging, and emerging lifecycle channels. Optimize existing programs, as well as leverage insights to iterate and launch new strategies to activate Kindred members across various audience segments.
• Establish Lifecycle function. Establish cross-functional processes for campaign execution, measurement, and reporting. Partner with Data Engineering and Analytics to develop actionable lifecycle performance insights and evolve the data infrastructure that powers personalization, automation, and decision-making. Define lifecycle messaging best practices to deliver consistent, customer-centric experiences, and proactively identify and advocate for the people, tools, and resources needed to support the team's growth and long-term success.
• Hone our GTM muscles. Develop messaging playbooks in partnership with PMM for new product launches and marketing campaigns, continuously improving with each iteration. Partner across Product, Engineering, Creative, and Marketing to bring together technical, creative, and lifecycle requirements and deliver seamless, end-to-end customer experiences.
• Be a thought leader on existing members. Serve as the voice of the member by translating lifecycle performance into actionable insights. Regularly share results, learnings, and customer trends to deepen the organization's understanding of member segments, their journeys, and the behaviors that drive hosting, travel activation and long-term engagement.
• Build a world-class lifecycle engine. Continually evolve the strategic direction of Kindred's lifecycle marketing discipline by bringing the latest advances in AI, personalization, experimentation, and marketing technology into our member experience. Champion new ways of working that improve efficiency, increase relevance, and unlock step-function growth.

Senior Manager, Product Marketing

Director, Lifecycle Marketing