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GoFundMe is seeking a Senior Staff, Market Research & Consumer Insights leader to define and execute the company's market research and consumer insights strategy. This role will lead efforts to deeply understand GoFundMe's diverse audiences—fundraisers, donors, nonprofits, supporters, and emerging generations—and translate that understanding into actionable insights that inform brand, marketing, growth, and business strategy.
Key responsibilities include:
**Strategy & Research Leadership**: Define GoFundMe's market research roadmap, partner with leadership to identify critical questions about audiences and growth opportunities, and build the research infrastructure that informs strategic decisions across the organization.
**Audience Understanding**: Lead audience segmentation, persona development, and behavioral research initiatives. Uncover motivations, needs, barriers, and attitudes that drive participation. Identify high-potential audiences and build shared frameworks that help teams understand who they serve and how to reach them.
**Brand & Cultural Insights**: Lead brand tracking, awareness, and perception research. Identify shifts in culture, consumer expectations, and helping behaviors. Provide insights that strengthen GoFundMe's relevance, trust, and emotional connection with audiences.
**Competitive Intelligence**: Monitor trends across fundraising, philanthropy, nonprofits, marketplaces, and adjacent categories. Identify emerging opportunities and risks. Develop competitive intelligence that informs strategic planning.
**Next Generation Focus**: Build deep understanding of Millennial and Gen Z audiences. Track emerging cultural and digital trends. Identify future growth opportunities and ensure GoFundMe remains relevant to next-generation supporters.
**Insights Translation**: Translate research into compelling stories, strategic recommendations, and actionable frameworks. Partner with Marketing, Communications, Growth, Product, and Executive Leadership to ensure insights drive decision-making across the organization.
The ideal candidate is a researcher, strategist, and storyteller—endlessly curious about people, deeply connected to culture, and passionate about turning insights into action. This is a hybrid role requiring 2-3 days per week in the San Francisco Bay Area office.
