Senior Product Marketing Manager, Apps

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