kindred - Director, New Products GTM
Requirements
• 10+ years experience in a GTM / growth / community strategy role, ideally in consumer marketplace, membership, or network-based products. • Proven track record building and scaling a new growth motion (not just optimizing an existing one), including playbook creation and cross-functional execution—ideally with meaningful exposure to community-led or member-driven growth loops (e.g., ambassadors, referrals, events, partnerships, creator/community programs). • Strong community-first instincts: you understand how to create trust, belonging, and participation—and how to convert community energy into measurable growth. • Excellent strategic + operational chops: you can set a narrative, build a plan, and run a tight cadence that ships consistently. • High cross-functional influence: you’ve led through alignment across Product, Marketing, Ops, and Data without direct authority. • Comfort with measurement and experimentation: you can define success metrics, interpret data, and make clear tradeoffs. • Deep member empathy and willingness to stay close to the ground—talking to members regularly and using insights to drive action. • Strong writing and communication skills: you can turn messy inputs into clear positioning, crisp briefs, and aligned execution. • Excellence in project managing complex initiatives, including setting clear swim lanes for a cross-functional working team, busting through blockers, setting clear deadlines, and holding the team accountable for results. • Hustle & ownership. You don’t make excuses, you find a way.
Responsibilities
• Set Circles GTM Strategy: Define the thesis and GTM approach — positioning, target segments, channel strategy, lifecycle/nurture, launch milestones — for our first 5-10 circles in Year 1 . • Lead launch + execution excellence: Drive the integrated launch plan with Product, Marketing, and Ops; be accountable for adoption and business impact from launch through scale, with clear goals and KPIs (activation, conversion lift, repeat hosting/travel, advocacy). • Ship hands-on early: Create the initial assets and programs yourself where needed—messaging, launch plans, channel experiments, partner/affiliate motions, nurture flows—until the playbook is proven. • Identify and unlock the highest-leverage growth channels: Test, prioritize, and scale the channels that drive Circles adoption and engagement, in close partnership with Marketing and Product. • Integrate community levers throughout the funnel: Design and implement community-led programs that improve activation, conversion, retention, and advocacy. Partner with Product to embed community touchpoints in the product experience (e.g., onboarding, engagement loops, referrals). • Build a member insights engine: Stay close to members via interviews, events, and community channels; synthesize patterns and translate them into clear recommendations for Product and Marketing. • Build and lead the team over time: Define the org needs and hire/lead the team required to scale Circles (and future verticals) once the motion is validated.
Benefits
• At Kindred, we know that good things happen when we look out for one another. We offer a thoughtful, human-first benefits package designed to support health, wellbeing, and connection. • Our openings may span more than one career level. The base salary offered depends on factors such as experience, transferable skills, business needs, impact, and market data. • Competitive cash compensation and equity • Flexible time off, plus 12 paid holidays per year • 21 credits per year to stay in Kindred homes • $4,000 annual travel stipend to help offset travel-related costs • Remote-first and remote-flexible work environment, with opportunities to work from anywhere and gather in person, including at Kindred HQ in San Francisco • Regular team and company offsites to connect, collaborate, and build together • A vibrant, inclusive, and highly skilled team that ferociously protects team chemistry • A culture of high standards, feedback, and continual growth • We are committed to providing equal employment opportunities for all applicants and employees. Kindred does not discriminate on the basis of any protected characteristic, including race, color, ancestry, national origin, religion, creed, age, disability, sex, gender, sexual orientation, gender identity, gender expression, medical condition, genetic information, family care or medical leave status, marital status, domestic partner status, military and veteran status, or any other characteristic protected by US federal, state or local laws, or the laws of the country or jurisdiction where you work.
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