Senior Product Marketing Manager, Work Profiles & Business User Authentication

Company Overview

ID.me is the next-generation digital identity wallet that simplifies how individuals securely prove their identity online. Consumers can verify their identity with ID.me once and seamlessly login across websites without having to create a new login and verify their identity again. Over 152 million users experience streamlined login and identity verification with ID.me at 20 federal agencies, 45 state government agencies, and 70+ healthcare organizations. More than 600+ consumer brands use ID.me to verify communities and user segments to honor service and build more authentic relationships. ID.me’s technology meets the federal standards for consumer authentication set by the Commerce Department and is approved as a NIST 800-63-3 IAL2 / AAL2 credential service provider by the Kantara Initiative. ID.me is committed to “No Identity Left Behind” to enable all people to have a secure digital identity. To learn more, visit https://network.id.me/.

Company Overview

ID.me is a next-generation digital identity wallet that simplifies how individuals securely verify their identity online. With a single ID.me verification, users can seamlessly sign in across multiple websites without creating new accounts. Over 152 million users trust ID.me for streamlined identity verification and secure access to services at 20 federal agencies, 45 state governments, and 70 healthcare organizations. More than 600 consumer brands use ID.me to verify user segments and build authentic relationships. ID.me’s technology meets federal authentication standards set by the Commerce Department and is approved as a NIST 800-63-3 IAL2/AAL2 credential service provider by the Kantara Initiative. Committed to "No Identity Left Behind," ID.me ensures secure digital identities for all.

ID.me is building the identity layer of the internet — and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth with members and customers alike. Together, we’re creating a new category, establishing ID.me as the leading identity solution, and accelerating ID.me’s growth to make life safer and easier.

Role OverviewLocation: Mountain View, CA (Full-time in-office)

ID.me is seeking a Senior Product Marketing Manager, Business User Authentication (BUA) to define and drive how our enterprise authentication products deliver value to business customers.  This is a two-sided product set – BUA helps businesses prove eligibility of people for loyalty and community programs (e.g., discounts for pros at a home improvement store, discounts at athletic parallel for yoga instructors and athletes), and to authorization for business transactions (e.g., verification of a medical provider for access to a clinical trial, credentialed employee to make an insurance claim on behalf of a company).

This role connects ID.me’s authentication and verification solutions to the organizations that rely on them to securely manage external business user access — vendors, partners, and contractors — with regulatory compliance, low friction, and high trust. You’ll own go-to-market strategy, positioning, and sales enablement for our Business User Authentication (BUA) products — ensuring customers understand how ID.me helps them validate legitimate organizations, link verified employees to their employers, and prevent fraud before it starts.

This is a highly cross-functional role that partners closely with Product, Brand and Demand Gen Marketing, Sales, Growth, Customer Success, Legal, and Engineering to bring new capabilities to market, enable go-to-market teams, and refine our market narrative as digital identity evolves.

• Define the product marketing strategy for ID.me’s Business User Authentication products, aligning to enterprise segments and regulatory-driven industries.
• Develop differentiated messaging that highlights how BUA helps organizations prevent fraud, improve customer satisfaction, and meet compliance standards
• Translate insights from market trends — including rising identity fraud, data decay, and job mobility — into clear value propositions that underscore why organizations need a better way to manage external user trust.
• Partner with Product to ensure our roadmap reflects the needs of security, compliance, and IT buyers.

Go-to-Market Leadership

• Lead end-to-end GTM planning for new BUA capabilities, integrations, and launches.
• Partner with Demand Gen, Content, Growth, Sales, and Enablement to launch products and build and activate multi-channel campaigns that drive awareness and adoption.
• Develop storytelling frameworks that elevate ID.me’s differentiators — such as our phishing-resistant AAL2 authentication and 75M+ verified IAL2 identities.
• Develop top-of-funnel through sales enablement marketing assets and experiences, including demos, competitive comparisons, and more
• Ensure consistent and compliant messaging across marketing materials, product pages, field assets, and other channels.

Customer & Market Insight

• Conduct market and competitive analysis to understand how business identity and workforce lifecycle management are evolving.
• Leverage insights from customer conversations, RFPs, and proof-of-concept feedback to sharpen positioning.
• Represent the voice of the enterprise customer and the member within Product, advocating for frictionless yet secure solutions that address the limitations of legacy identity proofing and unverified registration processes

Sales & Customer Enablement

• Create enablement materials (decks, product briefs, case studies) that equip Sales to articulate the business impact of BUA — from reducing fraud losses to enabling secure digital collaboration.
• Partner with Customer Success to develop adoption playbooks and industry-specific value stories.
• Support key customer engagements and analyst relations with clear, trusted narratives about ID.me’s business verification leadership.

• Conduct competitive and category analysis to understand how digital identity, authentication, and privacy are evolving.
• Leverage insights from member behavior, feedback, and experimentation to inform positioning, messaging, and roadmap priorities.
• Champion the voice of both members and customers within ID.me’s product development process.

• Market Adoption: Growth in enterprise deployments and business user verifications.
• Pipeline Health: Product-attributed opportunities, win rates, and influenced revenue.
• Sales Enablement Impact: Utilization and effectiveness of enablement materials.
• Retention & Expansion: Renewals and upsell success within key verticals.
• Market Awareness: Share of voice and thought leadership in trust and authentication categories.

• 8–10 years of experience in B2B, B2B2C or SaaS product marketing, preferably in cybersecurity, identity, or enterprise software.
• Adeptness with – and passion for – complex technical software
• Proven success developing positioning, messaging, and GTM strategies for enterprise or developer products.
• Experience working closely with Sales, Product, and Legal to bring compliant and high-impact products to market.
• Excellent written and verbal communication skills, with the ability to translate technical concepts into business value.
• Data-driven mindset with experience setting and measuring marketing KPIs.
• Demonstrated ability to influence cross-functional teams and executive stakeholders.
• Curiosity about how trust, compliance, and authentication technologies create business value.
• Comfort working in a fast-paced, mission-driven, high-growth environment.