Senior Manager, Product Marketing

Kindred is a members-only home swapping platform that unlocks the ability to live a travel-rich lifestyle through the power of community. By exchanging primary residences with trusted peers, renters and owners alike can match with Kindred spirits and explore new destinations without breaking the bank. Kindred is revolutionizing the “third option” of travel accommodation, compared to short-term rentals and hotels. Since launching in 2022, Kindred has grown to a global community of 300,000 members across 150+ cities and puts home swapping on the map as a radically more affordable, responsible, and connected way to travel. To support that momentum, Kindred has raised over $150M in capital from some of the most credible investors in Silicon Valley, including Index Ventures, Andreessen Horowitz, New Enterprise Associates, Bessemer Venture Partners, Caffeinated Capital, Elad Gil, and founders of companies like Opendoor, Figma, ClassPass, and more. Kindred’s co-founders are proven leaders from the early team at Opendoor ($15B+ exit), who have each built and scaled products that today generate $1B+ annual revenue combined. We’re looking for the world’s top builders, executors, and believers to help us make travel more meaningful. You can learn more about us in Forbes https://www.forbes.com/sites/francescawalton/2026/02/03/home-swap-startup-kindred-raises-125-million-in-fresh-funding-as-travelers-seek-creative-ways-to-save-money/ and The New York Times https://www.nytimes.com/2025/12/16/realestate/is-your-apartment-nice-enough-for-this-home-swapping-app.html. THE ROLE Kindred is building a members-only home swapping network powered by trust. In a trust-based network, growth isn't just about driving traffic, it's about understanding who you're actually winning with, why, and how to reach more of them. We're hiring a Senior Manager, Product Marketing to be the voice of the customer inside Kindred's growth engine. Your mandate: answer the question we don't yet have a definitive answer to: which segments are the right bets, and what does it take to win them? That means owning segment strategy, positioning, and go-to-market across Kindred's Identity Circles (e.g., solo female travelers, families), Affinity Circles (e.g., runners, design-lovers), and Org Circles (e.g., Google, Stanford) and building the structured testing framework to validate which of these are actually worth scaling. This role sits within the Growth org. You'll equip our channel and brand teams with the segment opportunity sizing, prioritization, audience insights, positioning, and GTM playbooks they need to execute more effectively. WHAT YOU'LL DO - Own segment strategy and validation: Define which identity, affinity, and org segments represent real acquisition and retention opportunities for Kindred. Run structured tests to validate PMF signal, not just messaging resonance, but actual liquidity, activation, and retention by segment. Pivot from the wrong bets fast; double down on the right ones. - Build the GTM motion for priority audiences: Assess relative growth opportunity of segments and develop the corresponding GTM motion: positioning, messaging, channel strategy, activation flows, and retention hooks. - Equip cross-functional teams for execution: Turn customer insights, segment learnings, and positioning into actionable briefs that enable Growth, Social, PR, CRM, Partnerships, and Product teams to execute consistently. - Provide cohesive creative direction: Partner with channel and creative teams throughout launch planning to review messaging and ensure final assets stay true to the strategy. - Run structured market tests: Design and own the test roadmap. Define the hypotheses, measurement frameworks, and success criteria. Work cross-functionally with Product, Growth, and Data to instrument tests properly and synthesize what the results actually mean for the business. - Define positioning from truth, not aspiration: Ground messaging in what Kindred actually delive…