Head of Integrated Marketing

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/.

The Consumer Product Marketing Lead will be the connective tissue between ID.me's product team and its 156 million wallet users. You will own the go-to-market strategy for new consumer features, drive adoption and engagement of the ID.me digital wallet, and develop messaging that makes a complex, trust-sensitive product feel simple, safe, and worth having.

You'll set strategy, execute independently, and influence across Product, Design, Growth, and Brand. You bring structured thinking, user empathy, and a bias toward action. 

• Own end-to-end GTM for new consumer  features — from market research and positioning through launch, adoption campaigns, and post-launch optimization.
• Develop launch briefs, messaging frameworks, and positioning documents that align Product, Marketing, and Communications ahead of every major release.
• Sequence and prioritize feature launches to maximize consumer engagement and long-term member retention.

• Translate complex identity, security, and authentication concepts into clear, benefit-led messaging for a mass consumer audience.
• Build and maintain the consumer value proposition architecture across the full wallet journey — onboarding, verification, sign-in, and community benefits.
• Develop audience-specific messaging for ID.me’s verified communities: military, veterans, first responders, students, nurses, teachers, and government employees.

• Commission and synthesize qualitative and quantitative consumer research to inform product roadmap priorities and marketing strategy.
• Partner with Data and Product to develop a deep understanding of the wallet user lifecycle — from first verification through power-user behaviors.
• Build consumer personas, journey maps, and competitive analyses that keep the team grounded in real user needs.

• Serve as the primary marketing partner for the consumer product team, attending sprint reviews, roadmap sessions, and design critiques.
• Collaborate with Growth on lifecycle and engagement campaigns that activate verified users into active wallet behaviors.
• Partner with Brand and Creative to ensure all consumer-facing product communications align to ID.me’s visual and tonal identity.
• Work with Communications and Policy on any consumer-sensitive messaging around privacy, data use, and security updates.

• Define and track KPIs for consumer feature adoption, wallet engagement, and messaging effectiveness.
• Report regularly to marketing and product leadership on launch performance, funnel health, and consumer sentiment.
• Run structured post-mortems after major launches and use findings to sharpen the next GTM cycle.