Senior Product Marketing Manager, AllTrails

• 5+ years of experience in consumer product marketing, ideally with a direct-to-consumer app-based product
• Demonstrated track record of owning full-cycle feature GTM launches, from positioning strategy through execution, that drive adoption in distinctive and memorable ways
• Strong PMM craft: positioning frameworks, creative briefs, and feature narratives that translate complex product value into clear consumer language
• Strong consumer instincts; you synthesize signals from users, market, and competitors into decisions, and become the team's authority on what motivates users to activate, upgrade, and stay
• Self-directed and adaptive; you navigate ambiguity well, take initiative, and thrive where new opportunities emerge often
• Curiosity, humility, empathy, and open-mindedness
• Passion for the outdoors and the AllTrails mission

Desirable

• The AllTrails marketing team is building a global, beloved outdoors brand
• We launch creative, high performing marketing to tell AllTrails’ story, bring more people to AllTrails, and engage our global member community
• As Senior Product Marketing Manager, you will play a key role in shaping AllTrails members’ experience
• You’ll work closely with Product, Product Design, Research and marketing team members to determine what we our members want, what we build, how we bring it to market, and how we make it a compelling and valuable part of the AllTrails experience
• This role is integral to growing our membership business by getting more people to discover and appreciate the value of AllTrails Plus and Peak
• Surface consumer, market, and business insights
• Continuously monitor member feedback, market signals, and competitive activity to identify unmet needs and friction points
• Partner with Product to influence prioritization
• Become the internal authority on engagement with your feature set and related business metrics
• Define product positioning and messaging
• Develop clear, compelling positioning and value props across specific features
• Translate these into a durable messaging framework and content library that defines the holistic feature experience - from buttons in the app to creative in members’ inboxes
• Drive feature adoption and membership growth
• Track how users are engaging with key features, and drive initiatives to improve awareness, adoption, and return use
• Lead feature go-to-market
• Own GTM strategy and execution for new feature releases: defining the target audience, sharpening positioning, writing the creative brief, and partnering with channel leads to bring campaigns to life
• Shape the product marketing calendar
• Define and drive the seasonal PMM calendar, informing product launch timing with consumer moments and more
• Lead cross-functional work with influence
• Align Product, Product Design, channel teams, and Brand Design by keeping projects moving and maintaining a high bar for quality on the full consumer experience