Product Marketing Lead, Nonprofits

Job Summary

The GoFundMe Pro team is seeking a customer-obsessed, insights-driven, and savvy Lead Product Marketing Manager (PMM) to shape the product experience, drive go-to-market strategy, and influence roadmap development across our nonprofit platform. This role is crucial for taking Direct Giving to the next level.

About the Role

As the engine behind the majority of activity on our platform and one of our most powerful growth levers, this role involves owning the go-to-market vision and driving adoption. You'll be responsible for defining how we show up in a competitive nonprofit tech landscape, crafting positioning that cuts through—and equipping our teams with what they need to drive adoption, expansion, and lasting customer impact.

Responsibilities

• End-to-end go-to-market strategy and execution for key product areas, with a primary focus on Direct Giving
• Drive cross-functional alignment across Product, Growth, Sales, and Customer Success on priorities, launch plans, and success metrics
• Lead tiered GTM strategies from early ideation through launch and post-launch analysis
• Partner with Product to influence roadmap prioritization using qualitative and quantitative insights
• Collaborate with Growth, Demand Gen, Sales, and Customer Success to execute integrated campaigns across both product-led and sales-led motions
• Own internal and external product communications and enablement, including development of launch briefs, sales talk tracks, FAQs, newsletters, and other core GTM assets
• Own positioning and messaging across the GoFundMe Pro platform, ensuring strong differentiation in a competitive landscape
• Define and evolve Direct Giving narratives to drive awareness, adoption, and revenue growth
• Tailor messaging to nonprofit personas (executive directors, development leaders, finance, and operations teams)
• Ensure consistency across product surfaces, marketing campaigns, sales enablement materials, and customer communications
• Experimentation & Early Access Programs
• Own early access programs to support product validation and GTM readiness
• Drive structured feedback loops
• Test positioning, messaging, and rollout strategy
• Partner with CX, Sales, and customer-facing teams to recruit target participants
• Standardize communications and improve rollout consistency and internal expectations
• Evolve and optimize the research hub and expand its GTM impact over time
• Cross-Functional Alignment
• Serve as the glue across Product, Sales, Customer Success, Growth, and Marketing
• Drive alignment on PMM priorities, key launches, performance against goals, competitive insights, and roadmap implications—ensuring shared clarity on what we're building, why it matters, and how success is defined and measured
• Create executive-ready narratives and materials to drive clarity and decision-making at the leadership level
• PMM Impact & Growth Insights
• Identify gaps in activation, retention, expansion, and product adoption
• Translate insights into clear, actionable GTM and product recommendations
• Measure launch and GTM effectiveness, continuously iterating to improve performance
• Drive clarity on performance, opportunities, and where to invest next

Requirements

• 6–10 years of B2B Product Marketing experience, ideally in SaaS or hybrid PLG + sales-led environments
• Experience marketing to nonprofit, mission-driven, or vertical SaaS audiences is a strong plus
• Proven success leading cross-functional go-to-market initiatives for complex product launches
• Strong positioning and writing skills
• Analytical and data-driven, with experience defining success metrics and measuring impact
• Comfortable navigating ambiguity in a fast-paced, evolving environment
• Experienced in executive-level communication and presentation
• Familiarity with tools like ClickUp, Figma, Salesforce, Amplitude, and competitive intelligence platforms (Crayon/Klue) is a plus

Qualifications

• Location: San Francisco, Bay Area
• In-person requirement: 2-3x a week
• Total annual salary range: $155,500 - $233,500 + equity + benefits

Benefits

• Competitive pay and comprehensive healthcare benefits
• Holistic support including financial assistance for things like hybrid work, family planning, generous parental leave, flexible time-off policies, and mental health and wellness resources
• Growth opportunities through participation in learning, development, and recognition programs
• Commitment to DEI through ongoing initiatives and employee resource groups
• Community engagement through volunteering and Gives Back programs

Company Culture

We are committed to creating a diverse and inclusive workplace where everyone feels valued and respected. We strive to foster a culture of empathy, collaboration, and continuous learning. At GoFundMe, we believe that by working together, we can make a meaningful impact on the world.