Head of Marketing

HEAD OF MARKETING

Reports to: Senior Director of External Communications

Summary

The Wikimedia Foundation is looking for an experienced Head of Marketing to help establish and oversee a new function responsible for product and integrated marketing. 

The Wikimedia Foundation is the non-profit that hosts Wikipedia and other Wikimedia projects. Product marketing is a new function being established at the Foundation, and the Head of Marketing will help build it from the ground up. They will bring our existing integrated marketing work together with this new capability into one unified function that will help ensure Wikipedia remains visible and relevant to generations of readers around the world.

Positioned within the External Communications team, the Head of Marketing will collaborate with Foundation stakeholders to shape our go-to-market approach. While the primary audience focus for the role is readers, they will also help develop a unified view of audience engagement across the Foundation’s external audiences.

This role is remote and open to candidates across UTC+2 to UTC-4 (Central European through Eastern Time). Given the globally distributed nature of the team and role requirements, flexibility outside standard hours should be expected.

Key responsibilities will include: 

Product marketing leadership

• Work with the Senior Director of External Communications to help establish product marketing as an emerging function, developing the processes and go-to-market approach needed to engage new external audiences.
• Recruit and lead team members overseeing product marketing, ensuring alignment with strategy and organisational needs.
• Lead coordination with Foundation departments to establish a shared approach to external audience engagement, and campaign planning.
• Bring a retention and lifetime-engagement lens to product marketing planning.
• Develop a foundation for product marketing metrics including audience growth, campaign impact, adoption/retention improvement, stronger brand awareness, or clearer GTM process.
• Establish strong commercial judgement within the audience and competitive landscape, able to identify and prioritise market needs and balance that with corresponding product features.

Brand and channel marketing

• Partner with the Brand Studio and Brand Management team to develop a shared global brand marketing approach. 
• Line-manage team members responsible for integrated and performance marketing, including paid media and owned digital experiences.
• Collaborate with Insights and Brand Studio on developing new marketing briefs, staffing for new projects, and development of campaigns and activations that grow global brand visibility, likeability, and awareness.
• Ensure strategic alignment between the briefs product marketing produces and how the wider marketing and communications team adopts them.
• Oversee the development and execution of the Foundation's web, SEO/GEO, and app store strategy as core organic growth channels. 
• Architect and oversee decisions on marketing technology and tooling, ensuring seamless data integration between CRM platforms, martech systems, product analytics tools, and communication channels.
• Stay at the forefront of trends, platform shifts, emerging channels, and marketing tools. 

Team leadership

• Experience leading and line managing a multidisciplinary marketing team.
• Actively managing priorities across the dual remit of product marketing and integrated marketing, ensuring sufficient attention is directed to both.
• Overseeing and managing relationships with external agencies.

Skills and experience

• 12+ years of marketing experience, including significant knowledge of product marketing (at least 5 years in a b2c setting), and line management of multi-disciplinary teams.
• Experience at a major website, online publisher/platform, growing and engaging audiences at scale globally.
• Experience building product messaging and value propositions, with global audience segmentation and lifecycle marketing experience.
• Ability to adapt tone, voice, and message across different cultural contexts.
• Experience in agile, fast-paced, complex, and ambiguous marketing environments, comfortable balancing both a hands on and strategic approach, while handling long-term strategy building with short-term performance demands.
• Experience in leading through influence and collaboration to drive alignment across teams and departments. 
• Experience developing and overseeing a multichannel strategy across paid, owned, and earned media.
• Ability to operate as a