Head of Marketing at Wikimedia Foundation

Job description

HEAD OF MARKETING Reports to: Senior Director of External Communications Summary The Wikimedia Foundation is looking for an experienced Head of Marketing to help establish and oversee a new function responsible for product and integrated marketing. The Wikimedia Foundation is the non-profit that hosts Wikipedia and other Wikimedia projects. Product marketing is a new function being established at the Foundation, and the Head of Marketing will help build it from the ground up. They will bring our existing integrated marketing work together with this new capability into one unified function that will help ensure Wikipedia remains visible and relevant to generations of readers around the world. Positioned within the External Communications team, this senior manager level role will collaborate with Foundation stakeholders to shape our go-to-market approach. While the primary audience focus for the role is readers, they will also help develop a unified view of audience engagement across the Foundation’s external audiences. This role is remote and open to candidates across UTC+2 to UTC-4 (Central European through Eastern Time). Given the globally distributed nature of the team and role requirements, flexibility outside standard hours should be expected. 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. About the Wikimedia Foundation The Wikimedia Foundation is the nonprofit organization that operates Wikipedia and the other Wikimedia free knowledge projects. Our vision is a world in which every single human can freely share in the sum of all knowledge. We believe that everyone has the potential to contribute something to our shared knowledge, and that everyone should be able to access that knowledge freely. We host Wikipedia and the Wikimedia projects, build software experiences for reading, contributing, and sharing Wikimedia content, support the volunteer communities and partners who make Wikimedia possible, and advocate for policies that enable Wikimedia and free knowledge to thrive. The Wikimedia Foundation is a charitable, not-for-profit organization that relies on donations. We receive donations from millions of individuals around the world, with an average donation of about $15. We also receive donations through institutional grants and gifts. The Wikimedia Foundation is a United States 501(c)(3) tax-exempt organization with offices in San Francisco, California, USA. As an equal opportunity employer, the Wikimedia Foundation values having a diverse workforce and continuously strives to maintain an inclusive and equitable workplace. We encourage people with a diverse range of backgrounds to apply. We do not discriminate against any person based upon their race, traits historically associated with race, religion, color, national origin, sex, pregnancy or related medical conditions, parental status, sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, or any other legally protected characteristics. The Wikimedia Foundation is a remote-first organization with staff members including contractors based 40+ countries * . Salaries at the Wikimedia Foundation are set in a way that is competitive, equitable, and consistent with our values and culture. The anticipated annual pay range of this position for applicants based within the United States is US$ 143,478 to US$ 217,585 with multiple individualized factors, including cost of living in the location, being the determinants of the offered pay. For applicants located outside of the US, the pay range will be adjusted to the country of hire. We neither ask for nor take into consideration the salary history of applicants. The compensation for a successful applicant will be based on their skills, experience and location. *Please note that we are currently able to hire in the following: US States : Arizona, California, Colorado, Connecticut, District of Columbia*, Florida, Georgia, Idaho, Illinois, Indiana, Iowa, Maryland, Massachusetts, Michigan, Minnesota, Missouri, New Jersey, New Mexico, New York, North Carolina, Ohio, Oklahoma, Oregon, Pennsylvania, Puerto Rico*, Rhode Island, Tennessee, Texas, Utah, Vermont, Virginia, Washington, West Virginia, Wisconsin and Wyoming (*US Territory or Federal District) Countries: Brazil, Canada, Colombia, France, Germany, Ghana, India, Indonesia, Italy, Kenya*, Mexico, Morocco, Netherlands, Poland, Singapore*, South Africa, Spain, Switzerland and the United Kingdom. Our non-US employees are hired through a local third party Employer of Record (EOR) and must have current work authorization in their location. ( *citizens/permanent residents only) We periodically review this list to streamline to ensure alignment with our hiring requirements. All applicants can reach out to their recruiter to understand more about the specific pay range for their location during the interview process. If you are a qualified applicant requiring assistance or an accommodation to complete any step of the application process due to a disability, you may contact us at recruiting@wikimedia.org or +1 (415) 839-6885. More information U.S. Benefits & Perks Applicant Privacy Policy Wikimedia Foundation What does the Wikimedia Foundation do? What makes Wikipedia different from social media platforms? Our Projects Our Tech Stack News from across the Wikimedia movement Wikimedia Blog Wikimedia 2030

Requirements

Must-haves

Reports to: Senior Director of External Communications
The Wikimedia Foundation is looking for an experienced Head of Marketing to help establish and oversee a new function responsible for product and integrated marketing.
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.
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.

Nice-to-haves

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goagile

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Effort: quick

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