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 DG and sales teams need to achieve their goals, with a deep understanding of the challenges they face and the context they need to succeed.
• 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 developing and executing messaging for products redefining their category, comfortable navigating ambiguity and building new frames.
• 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 needed.
• 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 the effectiveness of messaging.

Benefits

At Figma, we offer a competitive benefits package including:

• Health, dental, and vision insurance
• Roth and traditional 401(k) plans with company contributions
• Parenthood and reproductive/family planning support
• Mental health and wellness benefits
• Generous paid time off and company recharge days
• A learning and development stipend
• A work-from-home stipend
• Cell phone reimbursement

Pay

The annual base salary range for this role is $153,000 - $317,000 USD. Actual compensation will be determined based on individual qualifications, interview performance, and specific work location.

Schedule

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