Head of Marketing

Key responsibilities will include:

Product marketing leadership

Work with the Senior Director of External Communications to help establish product marketing as an emerging function, developing the processes and go-to-market approach needed to engage new external audiences.
Recruit and lead team members overseeing product marketing, ensuring alignment with strategy and organisational needs.
Lead coordination with Foundation departments to establish a shared approach to external audience engagement, and campaign planning.
Bring a retention and lifetime-engagement lens to product marketing planning.
Develop a foundation for product marketing metrics including audience growth, campaign impact, adoption/retention improvement, stronger brand awareness, or clearer GTM process.
Establish strong commercial judgement within the audience and competitive landscape, able to identify and prioritise market needs and balance that with corresponding product features.

Brand and channel marketing

Partner with the Brand Studio and Brand Management team to develop a shared global brand marketing approach.
Line-manage team members responsible for integrated and performance marketing, including paid media and owned digital experiences.
Collaborate with Insights and Brand Studio on developing new marketing briefs, staffing for new projects, and development of campaigns and activations that grow global brand visibility, likeability, and awareness.
Ensure strategic alignment between the briefs product marketing produces and how the wider marketing and communications team adopts them.
Oversee the development and execution of the Foundation's web, SEO/GEO, and app store strategy as core organic growth channels.
Architect and oversee decisions on marketing technology and tooling, ensuring seamless data integration between CRM platforms, martech systems, product analytics tools, and communication channels.
Stay at the forefront of trends, platform shifts, emerging channels, and marketing tools.

Team leadership

Experience leading and line managing a multidisciplinary marketing team.
Actively managing priorities across the dual remit of product marketing and integrated marketing, ensuring sufficient attention is directed to both.
Overseeing and managing relationships with external agencies.

Skills and experience

12+ years of marketing experience, including significant knowledge of product marketing (at least 5 years in a b2c setting), and line management of multi-disciplinary teams.
Experience at a major website, online publisher/platform, growing and engaging audiences at scale globally.
Experience building product messaging and value propositions, with global audience segmentation and lifecycle marketing experience.
Ability to adapt tone, voice, and message across different cultural contexts.
Experience in agile, fast-paced, complex, and ambiguous marketing environments, comfortable balancing both a hands on and strategic approach, while handling long-term strategy building with short-term performance demands.
Experience in leading through influence and collaboration to drive alignment across teams and departments.
Experience developing and overseeing a multichannel strategy across paid, owned, and earned media.
Ability to operate as a peer with internal stakeholders.
Experience with campaign analytics, with the ability to translate data into shared strategic decisions.
Direct experience evaluating or implementing marketing technology, such as CRM or audience and campaign data platforms.
Experience working remotely and across multiple time zones and emerging markets, including leading a distributed team.
Budget management experience.

We’d also love it if you have

Curiosity and enthusiasm for the Wikimedia mission.