Product Marketing Manager, Audience and Messaging

About the role

Figma is seeking a Product Marketing Manager to oversee the audience intelligence and messaging architecture that guides our go-to-market strategies. This role does not focus on a single product launch but rather ensures every launch is more coherent, targeted, and effective.

Responsibilities

• Build and maintain a centralized messaging system serving as the source of truth for launch messaging, campaign language, and sales enablement materials across the product portfolio.
• Develop actionable buyer and user personas that incorporate need state, AI fluency, workflow stage, and purchase context.
• Integrate competitive and market intelligence into all messaging and enablement materials to ensure GTM teams are working from current, validated context.
• Partner with Launch PMMs to maintain narrative coherence across product pillars without hindering their execution.
• Translate audience and messaging strategy into the language needed by DG and sales teams, with a deep understanding of their volume and context.
• Establish and run the XFN rhythms (Product Marketing x Product Growth, Product Marketing x Design Growth) to keep audience and messaging context flowing across teams.
• Leverage AI tools to accelerate research, build scalable workflows, and prototype frameworks faster, enhancing efficiency and effectiveness.

Requirements

• 5+ years in product marketing, with significant experience in multi-product or multi-segment B2B SaaS.
• Deep experience with persona development grounded in qualitative research and behavioral insights.
• Strong XFN skills: ability to align stakeholders, influence without authority, and adapt communication for various audiences.
• Experience crafting messaging for products actively redefining their category, comfortable navigating without a predefined framework.
• Genuine empathy for XFN workflows: meeting collaborators in their language, context, and constraints, and facilitating the necessary translation.

Qualifications

• Proven background in product-led growth (PLG) and enterprise dual motion.
• Comfortable using AI as a core part of your workflow when necessary.
• Track record of scaling an emerging segment program from 0 to 1.
• Background in building or contributing to a company's brand narrative and category positioning.
• Experience working with usage data or pipeline analytics to measure messaging effectiveness.

Benefits

At Figma, we offer a competitive package of benefits including health, dental & vision insurance, retirement with company contributions, parental leave & reproductive or family planning support, mental health & wellness programs, generous paid time off, company recharge days, a learning & development stipend, a work from home stipend, and cell phone reimbursement. We also provide sales incentive pay for most sales roles and an annual bonus plan for eligible non-sales roles.

Pay

The annual base salary range for this role is $153,000 - $317,000 USD. Actual compensation will be determined based on factors including individual qualifications, interview performance, market demand, and specific work location. The listed range is a guideline, and the range may be modified.

Schedule

This role can be held from one of Figma’s US hubs or remotely in the United States.