Principal Product Marketing Manager, Nonprofits

Job Summary

We’re hiring a Principal Product Marketing Manager to lead product marketing for our nonprofit growth initiatives. This role is based in the San Francisco, Bay Area and requires an in-office presence 2-3 times per week.

About the Role

This role sits at the intersection of consumer and B2B, shaping how nonprofit organizations discover, adopt, and champion new platform features, while influencing how those same features show up for donors and supporters.

Responsibilities

• Define and own the overarching go-to-market strategy for key areas of the GoFundMe Pro platform.
• Partner deeply with Product leadership to influence long-term roadmap prioritization using qualitative and quantitative insights from customers, prospects, market research, and revenue performance data.
• Drive strategic alignment across Growth, Demand Gen, Sales, and Customer Success to deliver integrated, high-impact launches supporting both product-led and enterprise sales motions.
• Own the narrative: Build and steward the differentiated story that ties together various experiments, products, and use cases into one coherent promise: we make nonprofits look great to their supporters.
• Translate that narrative into messaging, positioning, and proof across every surface our nonprofits, supporters, and partners encounter.
• Launch the next chapter of nonprofit discovery: Lead GTM for the new program that brings GoFundMe’s supporter base to qualifying nonprofits, from naming and positioning through launch, adoption, and the experiments that scale it.
• Partner with Product to shape what ships, not just how it’s announced.
• Turn customers into champions: The most credible voices in our story are the nonprofits already living it. Build the motion that finds, develops, and stages those voices.
• Lead through influence: Partner deeply with Product, Engineering, Nonprofit Partnerships, Account Leads, Brand, Lifecycle, Research, and Comms. Bring data, customer truth, and a clear point of view. Make the whole company smarter about supporters.
• Cross-Functional Leadership & Executive Alignment: Serve as the connective strategic leader across Product, Sales, Customer Success, Growth, and Marketing ensuring alignment on what we’re building, why it matters, and how success is measured.
• Partner with Comms to shape leadership POVs, platform storytelling, Giving Season strategy, and other high-visibility market moments.
• Act as the connective tissue between B2B and Consumer launches, ensuring unified value propositions and proof points across Pro and Consumer experiences.
• Act as a multiplier for the broader Product Marketing team by setting standards, mentoring peers, and elevating the craft of product marketing across the organization.
• Identify and drive high-impact, ambiguous initiatives that unlock new growth opportunities, improve customer outcomes, or strengthen competitive positioning.

Requirements

• 8-12+ years of B2B Product Marketing experience, ideally in SaaS or hybrid PLG + sales-led environments.
• Demonstrated success shaping product strategy and influencing executive stakeholders beyond traditional launch execution.
• Experience marketing to nonprofit, mission-driven, or vertical SaaS audiences is a strong plus.
• Proven ability to lead complex, cross-functional go-to-market initiatives with measurable business impact.
• Exceptional positioning and storytelling skills. Translate complexity into strategic clarity and compelling narratives.
• Highly analytical and data-driven, with experience defining success metrics, modeling impact, and influencing roadmap decisions.
• Comfortable operating in ambiguity and driving structure, alignment, and forward momentum.
• Strong executive presence with experience crafting high-quality strategic documents and presentations.
• Experience mentoring or leading other PMMs and raising the bar for the broader team.
• Familiarity with tools like ClickUp, Figma, Salesforce, Amplitude, Gong, and competitive intelligence platforms (Crayon/Klue) is a plus.

Qualifications

• BS/BA degree in Marketing, Communications, Business, or related field.
• Proven track record of successful product marketing initiatives.
• Experience in developing and executing go-to-market strategies for complex, multi-channel campaigns.
• Ability to effectively communicate and collaborate with cross-functional teams.
• Strong understanding of market trends and customer needs.
• Experience working with nonprofit organizations and mission-driven communities.

Skills

• Strategic thinking and problem-solving skills.
• Excellent communication and presentation skills.
• Ability to manage multiple projects and priorities simultaneously.
• Experience with market research and analysis.
• Strong project management and organizational skills.

Benefits

The total annual salary for this full-time position is $190,500 - $285,500. Our salary ranges are determined by role, level, and location. Individual pay is determined by work location and additional factors including job-related skills, experience, and relevant education or training.

Pay

The total annual salary for this full-time position is $190,500 - $285,500. Our salary ranges are determined by role, level, and location. Individual pay is determined by work location and additional factors including job-related skills, experience, and relevant education or training.

Schedule

The total annual salary for this full-time position is $190,500 - $285,500. Our salary ranges are determined by role, level, and location. Individual pay is determined by work location and additional factors including job-related skills, experience, and relevant education or training.