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About the Role

GoFundMe is seeking a Senior Staff, Market Research & Consumer Insights leader to define and execute the market research and consumer insights strategy. This role will inform brand building, audience reach, customer engagement, and identify growth opportunities by understanding motivations, behaviors, and emerging trends. The ideal candidate is a curious, culturally connected strategist and storyteller passionate about translating insights into action.

Responsibilities

Define and execute GoFundMe's market research and consumer insights strategy.
Develop a deep understanding of current and future audiences, including fundraisers, donors, nonprofits, supporters, and emerging generations.
Build the research roadmap that informs brand, marketing, growth, and business strategy.
Partner with leadership to identify critical questions about audiences, markets, and future growth opportunities.
Lead audience segmentation, persona development and behavioral research initiatives.
Uncover the motivations, needs, barriers and attitudes that drive participation.
Identify high-potential audiences and opportunities for growth.
Build shared frameworks that help teams better understand who we serve and how to reach them.
Lead brand tracking, awareness, consideration, perception, and reputation research.
Identify shifts in culture, consumer expectations, media consumption, and helping behaviors.
Provide insights that strengthen GoFundMe's relevance, trust and emotional connection with audiences.
Help shape brand strategy through a deep understanding of people and culture.
Monitor trends across fundraising, philanthropy, nonprofits, marketplaces, social platforms, and adjacent categories.
Identify emerging opportunities, risks, and shifts in consumer behavior.
Develop competitive intelligence that informs strategic planning and investment decisions.
Help define where the category is going and how GoFundMe can lead it.
Build a deep understanding of Millennial and Gen Z audiences.
Track emerging cultural, social, and digital trends shaping participation and generosity.
Identify future growth opportunities and evolving audience needs.
Help ensure GoFundMe remains relevant to the next generation of supporters.
Translate research into compelling stories, strategic recommendations, and actionable frameworks.
Partner with Marketing, Communications, Growth, Product Marketing, and Executive Leadership to inform decision-making.
Ensure insights are accessible, actionable, and embedded across the organization.
Help teams make better decisions about audiences, positioning, messaging, and growth opportunities.

Requirements

8–12+ years in market research, consumer insights, audience strategy, brand strategy, cultural insights, or related disciplines.
Expertise in segmentation, persona development, brand tracking, audience research, and trend analysis.
Strong qualitative and quantitative research skills.
Experience translating consumer insights into business and marketing strategy.
Exceptional storytelling and executive communication skills.
Passion for understanding people, culture, and what motivates participation.

Skills

Market research
Consumer insights
Audience strategy
Brand strategy
Cultural insights
Segmentation
Persona development
Brand tracking
Audience research
Trend analysis
Qualitative research
Quantitative research
Storytelling
Executive communication

Location

San Francisco, Bay Area

Work Type

Hybrid (2-3x a week in-office requirement)

Experience Level

Senior Staff

Salary/Compensations

$223,000 - $335,000

Benefits

Competitive pay
Comprehensive healthcare benefits
Equity
Dental
Vision
Life insurance
401(k) saving program
Financial assistance for hybrid work
Family planning assistance
Generous parental leave
Flexible time-off policies
Mental health and wellness resources
Learning, development, and recognition programs
Volunteering program

About the Company

GoFundMe is the world’s most powerful community for good, dedicated to helping people help each other.
GoFundMe makes it easy and safe for people to ask for help and support causes.
Our mission is simple: Help people help each other.
We are focused on shaping the future of helping, making it easier for people to give, ask and rally around one another in meaningful ways.
We are proud to partner with GoFundMe.org, an independent public charity, to extend the reach and impact of our generous community, while helping drive critical social change.
Our annual “Year in Help” report reflects our community’s impact in advancing our mission of helping people help each other.

Equal Opportunity

GoFundMe is proud to be an equal opportunity employer that actively pursues candidates of diverse backgrounds and experiences.
We do not discriminate on the basis of race, color, religion, ethnicity, nationality or national origin, sex, sexual orientation, gender, gender identity or expression, pregnancy status, marital status, age, medical condition, mental or physical disability, or military or veteran status.