AllTrails is the world’s most popular and trusted platform for outdoor exploration. We connect people to the outdoors, help them discover new places, and elevate their experiences on the trail. With the most comprehensive collection of trails in the world, AllTrails supports inclusive access to nature for a global community of millions of trailgoers. Every day, we solve incredibly hard problems to get more people outside, for their wellbeing and the collective care of the natural world. Join us!
This is a U.S. based remote position. While this role does not require in-person attendance, we have a preference for candidates based in or near one of these cities: San Francisco CA, Portland OR, Seattle WA, Denver CO, and New York NY. Being in one of these cities creates opportunities to connect with teammates through Trail Days, co-working sessions, and local gatherings while still having the flexibility to work remotely. San Francisco employees are highly encouraged to come to the office one day per week.
About the role
The AllTrails marketing team is building a global, beloved outdoors brand. We launch creative, high performing marketing to tell AllTrails’ story, bring more people to AllTrails, and engage our global member community.
As Senior Product Marketing Manager, you will play a key role in shaping AllTrails members’ experience. You’ll work closely with Product, Product Design, Research and marketing team members to determine what we our members want, what we build, how we bring it to market, and how we make it a compelling and valuable part of the AllTrails experience. This role is integral to growing our membership business by getting more people to discover and appreciate the value of AllTrails Plus and Peak.
What You'll Be Doing
Surface consumer, market, and business insights. Continuously monitor member feedback, market signals, and competitive activity to identify unmet needs and friction points. Partner with Product to influence prioritization. Become the internal authority on engagement with your feature set and related business metrics.
Define product positioning and messaging. Develop clear, compelling positioning and value props across specific features. Translate these into a durable messaging framework and content library that defines the holistic feature experience - from buttons in the app to creative in members’ inboxes.
Drive feature adoption and membership growth. Track how users are engaging with key features, and drive initiatives to improve awareness, adoption, and return use
Lead feature go-to-market. Own GTM strategy and execution for new feature releases: defining the target audience, sharpening positioning, writing the creative brief, and partnering with channel leads to bring campaigns to life
Shape the product marketing calendar. Define and drive the seasonal PMM calendar, informing product launch timing with consumer moments and more
Lead cross-functional work with influence. Align Product, Product Design, channel teams, and Brand Design by keeping projects moving and maintaining a high bar for quality on the full consumer experience
What You Bring
5+ years of experience in consumer product marketing, ideally with a direct-to-consumer app-based product
Demonstrated track record of owning full-cycle feature GTM launches, from positioning strategy through execution, that drive adoption in distinctive and memorable ways
Strong PMM craft: positioning frameworks, creative briefs, and feature narratives that translate complex product value into clear consumer language
Strong consumer instincts; you synthesize signals from users, market, and competitors into decisions, and become the team's authority on what motivates users to activate, upgrade, and stay
Self-directed and adaptive; you navigate ambiguity well, take initiative, and thrive where new opportunities emerge often
Curiosity, humility, empathy, and open-mindedness
Passion for the outdoors and the AllTrails mission
Bonus
- Experience in consumer tech, the outdoor industry, or a subscription-based company
Perks & Benefits
Competitive and equitable compensation, including ownership through equity and performance-based bonuses
Comprehensive health, dental, and vision coverage to support your physical and mental well-being
Unlimited PTO in addition to company holidays
Dedicated time once a month to test and improve our product through company-wide no-meeting days
Fully paid parental leave to birthing and non-birthing parents
401k Match & access to financial wellness resources through Origin
Remote work stipend to help you design a comfortable and productive home office
Annual learning stipend to invest in your long-term professional growth and skills
Exclusive discounts on our subscriptions and merchandise for you and your friends & family
An authentic investment in you as a human being and a professional—we value your identity as much as your output
Nature celebrates you just the way you are and so do we! At AllTrails we’re passionate about nurturing an inclusive workplace that values diversity. It’s no secret that companies that are diverse in background, age, gender identity, race, sexual orientation, physical or mental ability, ethnicity, and perspective are proven to be more successful. We’re focused on creating an environment where everyone can do their best work and thrive.
Offers of employment are contingent upon the successful completion of a background check. AllTrails will consider all qualified applicants, including those with arrest and conviction records, in a manner consistent with all applicable laws, including the Los Angeles Fair Chance Initiative for Hiring Ordinance, the San Francisco Fair Chance Ordinance, and the New York City Fair Chance Act.
AllTrails participates in the E-Verify program for all remote locations.
By submitting my application, I acknowledge and agree to AllTrails' Job Applicant Privacy Notice.
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