We created this role when Reforge was kicking off a big audience expansion initiative. We had so far been serving the product/ growth audience, and believed that the next phase of growth would require us to serve new audiences across engineering, marketing, design, data, sales and more. 

We needed to hire an individual who would help us evaluate and prioritize the right audiences and then build the roadmap of courses that would help us acquire and retain those audiences over a 3-5 year time frame.

Because we were targeting former strategy consultants who were looking to transition into the tech industry, we wanted to position this opportunity as a way to get a bird’s eye view of the industry, network with top technology leaders and figure out how they wanted to grow their tech career.

While the role would evolve over time, and would require the individual to flex into various other functional areas like marketing, business development and growth, we wanted to ensure candidates were excited about doing primary qualitative and quantitative research to inform our audience expansion strategy.

We went back and forth for a long time on the right level of experience and experiences the person should come from. Because the hiring team was a former management consultant, we did have a slight bias for folks from those profiles.

We included product marketing in the list of experiences because a lot of the work the individual would do was more strategic product marketing/ audience expansion work. In addition, the existing team had strong strategy and research experience but limited positioning and GTM expertise. So an individual with product marketing experience would have rounded out the team’s skillset.

Reforge’s core value proposition is built on the foundation that operators in the arena have the best insights. It was important for us to embody the same values in our hiring process too. This is why we explicitly called out the importance of experience over degrees.

We wanted to call out the importance of growth mindset for this role because we found that candidates with strategy consulting and investment banking backgrounds took time to adjust to the highly feedback oriented and iterative nature of startups.

Fareed Mosavat

Akshita Ganesh

I wrote this JD to find a deep, strategic thinker responsible for solving some of the biggest problems at Reforge: defining our audience strategy and roadmap at a pivotal inflection point.

The Audience Strategy Lead is a deep, strategic thinker responsible for solving some of the biggest problems at Reforge - defining our audience strategy and roadmap.

You will partner with our community of technology leaders and practitioners that helped build companies like Slack, Pinterest, Credit Karma, LinkedIn, Facebook, Spotify, Eventbrite, SurveyMonkey, Thumbtack, and more to deeply understand the professional challenges and needs for various audiences, a key input into our audience strategy and roadmap.

You'll be joining as part of the foundational team of a profitable proven startup with eight-figure revenue, that is led by experienced entrepreneurs. The core team bootstrapped the company to a profitable, 8-figure revenue company. We 

 from Andrew Chen and Anish Acharya at Andreessen Horowitz along with a group of 100 C and VP level leaders. Our executive team currently includes Matt Greenberg, former VP Engineering at Credit Karma, Fareed Mosavat, former Dir Product Growth at Slack, and Joanna Lord, former CMO at ClassPass and Skyscanner.

 The role is an interesting way to get an inside view of strategies from leading tech companies. You will get to learn from the leaders, see across multiple companies, and become the knowledge expert in some frontier areas in a very short period of time.

 The role will be plugged into both our community of experts (VPs and Execs at top tech companies) and the Reforge alum community (PMs → VPs in Series B to public software companies).

 Be part of a 10X path by helping us go from an 8-figure to a 9-figure ARR company over the next 3 years.

 We operate as a distributed team and financially support the work environment you thrive in. There is very little travel required for this role.

 Reforge has a top-tier reputation within the technology community. Former employees have gone on to roles at Google, Stripe, and other leading companies.

Our professional world is changing faster than ever. This accelerating change creates more opportunity, but how we as professionals capture this opportunity is lagging far behind. Professional development and master's level education is a lifelong endeavor, however, there is a growing gap between what professionals want/need and the existing options available.

Reforge develops professional development programs for top performers. We work with the leaders of the fastest growing and most innovative companies such as Uber, Pinterest, Atlassian, and HubSpot to teach frontier topics to today's emerging leaders. Our programs focus on:

Going deep, rather than skimming the surface

Continuous learning over static expertise

In just a couple of years, we've built a thriving community of emerging leaders solving problems at Airbnb, LinkedIn, Salesforce, Amazon, Facebook, New York Times, Peloton, Stitch Fix, and many more. Here are just a few comments from our alums:

“I got my MBA at Berkeley, but this program has been more transformational for me than the entire two years I spent there. Thank you!”

“Reforge has easily been one of the best investments of time and money I've ever made in my professional development. I love how the course codifies what I've been doing for the last four years as VP of Marketing.”

“Reforge is easily the highest quality professional skills program out there. If I had to choose between attending an unlimited number of industry conferences, versus going only to the Reforge, I'd choose Reforge without hesitation.”

As an audience strategy lead, you will be responsible for shaping our 

Partner with VPs and Executives from leading companies like Slack, Atlassian, Eventbrite, Uber and more to identify opportunities for new programs, define our program roadmap and develop program proposals.

Conduct market research, user and expert interviews to deeply understand the professional development needs, alternatives and opportunities for Reforge's target audiences - mid-career professionals in Product Management, Engineering and Growth.

Drive analytical research that combines our proprietary primary research with market research, quantitative data analysis and user interviews to evaluate and develop program proposals.

Collaborate with our marketing team to conceptualize and execute tests to validate program demand and value.

 - You'll routinely interview leaders at companies like Pinterest, Uber, Atlassian, Google, LinkedIn, and more.

 - Our Audience and Program strategy and roadmap is the core driver of company growth. You will frequently present to the executive team, and partner closely with our VP of Program and Partners.

 - Our programs are application only and selective. They attract top performers from the world's leading tech companies like Facebook, Netflix and Salesforce.

Generalist with 2+ years of experience in one of the following industries: 

You may have an MBA or similar graduate degree, but we value strong experience over degrees.

Curiosity + ability to quickly become an expert on a topic - digging multiple layers deep and considering/empathizing with complex problems from many angles.

Ability to synthesize ambiguous inputs into an insightful narrative.

Experience with / ability to partner with, and interview, subject matter experts to generate insights that are differentiated, actionable and in-depth.

Approach work with an iterative growth mindset; the ability to receive and incorporate feedback, and work collaboratively through challenging problems.

The internal mission of Reforge is to create an environment where you create the best work of your career. In order to do that we offer:

 - Everyone does their best work in different environments. We operate as a distributed-first team and offer financial support that enables you to create the schedule and environment that fits you.

 - We focus on a culture of learning. We offer full financial reimbursement for almost all professional development interests and efforts.

 - We offer top-rated health, vision, and dental insurance. We cover 100% of monthly premiums for employees and 70% for dependents.

 - We offer a highly competitive salary and equity in line with top-tier technology companies.

 - Having plentiful “off the grid” time is the key to doing your best work. We offer flexible PTO. Take time when you need it. Everyone must take at least 10 days per year, and we highly encourage more.

 Ability to invest in a Reforge-sponsored 401K.

At Reforge, we believe in the strength that difference brings to our business, our culture, and our community. We value the opinions and experiences of all our employees and are proud to be an equal opportunity employer. We do not discriminate against any employee or applicant on the basis of race, color, ancestry, national origin, religion or religious creed, mental or physical disability, medical condition, genetic information, sex (including pregnancy, childbirth, and related medical conditions), sexual orientation, gender identity, gender expression, age, marital status, military or veteran status, citizenship, or other characteristics protected by law.

Audience Strategy Lead Job Description at Reforge

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