Product Marketing Manager, Consumer
ID.me
Salary undisclosed
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Description
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 175 million users experience streamlined login and identity verification with ID.me at 22 federal agencies, 50 state government agencies, and more than 100 healthcare organizations. Over 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/.
ID.me is a full-time, in-office culture. Unless a specific job description explicitly states otherwise, all roles are on-site five days per week at one of our offices in McLean, VA; Mountain View, CA; New York City, NY; or Tampa, FL. Certain roles — such as field-based sales or other remote-by-design positions — may have different work arrangements as noted in their individual postings.
At ID.me, we embrace the thoughtful use of AI tools in our daily work and there are even occasions where we leverage AI in our hiring process. However, during the interview process, we want to understand your individual skills and experiences. Therefore, we have guidelines on how AI can be appropriately used during your application and interviews which can be found here.
About the Role
ID.me sits at a unique intersection: our paying customers are governments and enterprises, but the end user of the product is an individual trying to prove who they are — often at a moment of friction, stress, or suspicion (filing taxes, claiming unemployment, getting a discount). This role owns the marketing that shapes how that individual experiences, trusts, and completes their journey with ID.me.
This is not classic consumer product marketing. You're not driving people to choose ID.me the way they'd choose a streaming service — in most cases, they arrive because a partner (IRS, a state agency, a retailer) prompts it. Your job is to build trust in a category with little consumer awareness: digital identity verification and management while marketing the consumer-facing products people do choose voluntarily — the ID.me Wallet, government services and benefits hub, and shopping discounts for military, students, seniors, and everyone in-between.
What You'll Do
- Own positioning and messaging for ID.me's consumer-facing digital identity wallet and verification experience — clear, honest language about what data is collected, why, and how it's protected
- Partner with Product, Trust & Safety, and Legal to translate privacy and security practices into consumer-facing communication that builds trust rather than triggering suspicion
- Drive transactions growth with improved product messaging, in-flow copy, and lifecycle communications (this is a measurable, growth-adjacent responsibility, not brand marketing)
- Lead go-to-market for consumer-facing feature launches (Wallet updates, commerce and affiliate program expansion, self-service account features)
- Drive internal messaging houses and external comms for consumers that is easy to understand, competitively unique, and consistent across channels like blog posts, social, help center, and member support.
- Serve as the voice of the end consumer in a company whose commercial relationships are B2B/B2G — push back internally when partner requirements conflict with consumer trust or usability
- Own consumer research and voice-of-customer synthesis to inform both marketing and product roadmap
- Monitor and respond to public sentiment/reputation issues specific to identity verification and biometric data (this function has real crisis-comms adjacency — scope with Comms/PR)
What We're Looking For
- 8 years in product marketing, ideally with at least some exposure to regulated, trust-sensitive, or security/identity categories (fintech, healthcare, insurance)
- Experience working with Product, Eng and Design functions on launches, product overviews and positioning, and lifecycle.
- Comfort working with data on funnel/completion metrics, not just brand awareness metrics.
- Experience partnering with Legal, Trust & Safety, or Compliance functions on external-facing language.
- Excellent written communication — this role writes copy that gets legally reviewed constantly; someone allergic to redlines will be miserable here
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.
About this role
ID.me's consumer marketing challenge is fundamentally different from typical product marketing: you're not convincing people to choose a service, but rather building trust and clarity around identity verification at moments when people are already stressed or skeptical. This role owns the messaging that makes individuals feel secure proving who they are to government agencies, healthcare organizations, and retailers—translating complex privacy and security practices into language that reassures rather than alarms.
You'll drive measurable transaction growth through improved product copy, in-flow messaging, and lifecycle communications while leading go-to-market for consumer features like wallet updates and commerce expansion. The work spans positioning and messaging strategy, feature launch coordination with Product and Design, voice-of-customer research, and reputation monitoring around sensitive topics like biometric data. You'll also serve as an internal advocate for consumer trust, pushing back when B2B partner requirements conflict with end-user usability or confidence.
This position requires eight years of product marketing experience, ideally including work in regulated or trust-sensitive categories like fintech or healthcare. You'll need comfort with both funnel metrics and brand awareness, strong partnerships with Legal and Trust & Safety teams, and exceptional written communication skills—this role involves constant legal review cycles. The hybrid position is based in Mountain View, California.
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