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Director/Sr. Director Product Marketing, Wallet



Marketing & Communications, Product
Sunnyvale, CA, USA
Posted on Friday, April 12, 2024

Company Overview

ID.me is a high-growth enterprise software company that simplifies how people prove and share their identity online. The company empowers people to control their data through a portable and trusted login, which means they don’t need to create a new password when visiting sites that have the ID.me button. ID.me’s digital identity network has over 117 million registered members, and is used by fourteen federal agencies, agencies in 30 states and over 600 corporations for secure identity proofing and verification.

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. In addition to helping people control their credentials and data, the company’s “No Identity Left Behind” initiative strives to expand digital access and inclusion for all people. The company offers multiple pathways to identity verification – online self-serve, live video chat agents, and in person. ID.me is passionate about building a robust identity network that does not compromise access for traditionally underserved groups.

ID.me has received numerous awards including Deloitte’s 2023 Technology Fast 500, Washington Business Journal’s Fastest Growing Companies, Entrepreneur Magazine’s 100 Brilliant Companies and Wall Street Journal’s Startup of the Year finalist. In recent quarters, ID.me announced it raised $132 million in Series D funding, led by Viking Global Investors with participation from CapitalG, Morgan Stanley Counterpoint, FTV Capital, PSP Growth, Auctus Investment Group, Moonshots Capital, and Scout Ventures. ID.me’s most recent round brings the total investment in ID.me to over $275 million since its founding in 2010.

Role Overview

As a Product Marketing leader at ID.me, you will play a pivotal role in driving the success of our products in the market. You will be a key contributor to our cross-functional team, collaborating closely with product management, sales, and other departments to ensure our products resonate with customers and achieve business objectives.

In this role, you will establish the product marketing team for our primary business line and segments. You will be asked to be hands-on as an individual contributor, and you will have the opportunity to build a team based on business needs.

Key Responsibilities:

  • Product Positioning and Messaging:
    • Develop compelling and differentiated product positioning and messaging that resonates with our target audiences.
    • Craft narratives that highlight the unique value propositions of our products.
  • Go-to-Market Strategy:
    • Lead the development and execution of go-to-market strategies for new product launches.
    • Support pricing decisions and make pricing recommendations for new products when needed.
    • Collaborate with cross-functional teams to ensure seamless product launches and market penetration.
  • Competitive Intelligence and Analysis:
    • Serve as a center of excellence for competitive intelligence for the company.
    • Leverage competitive insights to inform all product marketing workstreams including positioning, inputs to product strategy, and go-to-market strategies.
  • Market Research:
    • Conduct market research to identify trends, competitive landscape, and customer needs.
    • Use insights to inform product strategy and positioning.
  • Sales Enablement:
    • Understand buyer personas deeply and to inform Go-To-Market strategies and develop effective sales enablement techniques.
    • Create sales collateral, tools, and training materials to empower the sales team.
  • Customer Advocacy:
    • Cultivate and leverage customer testimonials, case studies, and success stories.
    • Develop programs to build a community of satisfied customers and advocates.


  • Bachelor of Arts Degree
  • 15+ years B2B product marketing experience.
  • Experience operating in a multi-product environment.
  • Effective storyteller who can translate complex, highly technical subject matter into easy-to-understand content.
  • Strong strategic thinker.
  • Agile, data driven operator.
  • Experience operating in a growth stage companies.
  • Experience supporting sales teams.
  • Comfortable with a mix of individual contribution and team management.
  • Track record of building and managing high performance teams.
  • Identity, payments or trust and safety domain experience a plus.

The annual base salary listed below for this role is based on experience, skills, education, relevant training and geographic location. Company bonus, incentive for sales roles, equity, and benefits are available depending on the 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.

U.S. Pay Range
$195,000$225,000 USD
Sunnyvale, CA Pay Range
$234,000$270,000 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.