Head of Product Marketing, Twitch
Director
$205.7-278.2k
Gaming-focused livestream platform
Open for applications
Gaming-focused livestream platform
1001+ employees
Open for applications
$205.7-278.2k
1001+ employees
Company mission
To empower live communities on the internet.
Role
Who you are
- 10+ years of relevant experience in a high-growth consumer tech, creator economy platforms, social networks, or two-sided marketplaces, with 5+ years experience managing and scaling high-performing, integrated teams
- Radical Empathy for Creators & Communities: A deep, instinctive understanding of digital subcultures, streamer dynamics, and the unvarnished reality of building an audience online. You know how to talk with creators, not just at them
- Demonstrated Mastery of Two-Sided Platform Economics: A deep understanding of creator unit economics, digital commerce, patronage models, and how product features directly influence creator retention (LTV) and viewer habituation
- Exceptional Written and Narrative Rigor: The ability to distill complex, highly technical
- Operational Courage: High agency, bias for action, and the comfort to say "no" to low-impact feature launches in order to protect team focus and prioritize company-defining bets
What the job involves
- Twitch is looking for a Director, Head of Product Marketing to build, lead, and elevate our global PMM function from the ground up. Reporting directly to the Chief Marketing Officer (CMO), your mandate is to establish Product Marketing as a proactive, high-velocity marketing engine and strategic driver
- In this role, you will define the core value proposition of Twitch’s product ecosystem for creators and viewers alike. You will act as the crucial connective tissue between Marketing and teams across Product, Engineering, Data Science, Commerce and the broader Go-To-Market teams.
- You understand that the best marketing on a platform feels like a feature, not a bug. You’ll build systems that move beyond one-off "launch day hype,” anchoring your strategy in continuous lifecycle adoption and creator unit economics. You’ll ensure that our community understands the deep why behind our tools before the what even ships
- Architect the Global PMM Discipline: Lead, coach, and scale a world-class team of product marketers, establishing operational rigor, written strategy briefs and clear accountability loops that prioritize high-impact bets over busywork
- Define the Value Translation for Creators: Translate complex technical roadmaps and platform mechanics into transparent, compelling creator value narratives. Demonstrate how Twitch’s breadth of monetization tools can be a meaningful driver of creator earnings, giving creators more ways to build income
- Partner on the Core Discovery & Product Roadmap: Act as a strategic peer to Product, Design, and Engineering leadership to help solve platform-wide discovery challenges
- Bridge Product to Partnerships & BD: Partner closely with teams across the business to ensure new platform features, onboarding pathways, and retention mechanics directly recruitment and retention goals
- Champion Data-Backed Market & Audience Insights: Unearth deep audience affinities and user research to help the platform bridge the gap between our core gaming foundation and expanding lifestyle, sports, and creative verticals
- Turn Marketing into a Native Platform Feature: Ensure that every user-facing message, in-product promo, and CRM touchpoint delivers immediate community value and respects the sacred relationship between streamers and their viewers
Our take
Twitch is the world's leading video platform for gamers, allowing users to livestream gaming sessions and curate a dedicated community for their content. By dedicating the platform to gaming alone, it has amassed a loyal following of fans, and been able to launch its Partner Program where streamers can monetize their livestreams, incorporate corporate partnerships, and even attend TwitchCon, a convention where dedicated gamers can socialize.
Twitch's acquisition by Amazon in 2014 saw its viewers double in a year, bringing the platform to a wider audience. However, with YouTube streaming popularity on the rise, it has big competition to contend with, as some popular streamers prefer going live on the video giant. Interestingly, a recent move by the platform was to enable its partner streamers to make live content on other platforms - previously inhibited by its exclusivity clause - which may combat the possibility of losing streamers permanently to YouTube.
In 2022, Twitch had to contend with backlash for its proposal to cut creator income by reducing their cut of subscription earnings. However, with the plan only affecting a minute number of creators, the controversy appears to have died down. Needless to say, Twitch is for now entirely comfortable in the market - with possible plans to extend past gaming bringing the chance to generate more popularity yet.
Steph
Company Specialist at Welcome to the Jungle
Insights
4% employee growth in 12 months
Company
Funding (last 2 of 4 rounds)
Sep 2013
$20m
SERIES C
Sep 2012
$15m
SERIES B
Total funding: $43.2m
Company HQ
Belden Place, San Francisco, CA
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