Product Marketing Manager, Audience and Messaging

About the Role

Day-to-day, this role entails working closely with cross-functional teams, including Launch PMMs, Design, and Sales, to ensure narrative coherence and messaging effectiveness. The Product Marketing Manager will also partner with these teams to establish and maintain the rhythms that keep audience and messaging context flowing, leveraging AI tools where necessary to accelerate research and workflow scalability.

Figma's commitment to innovation and collaboration means that the Product Marketing Manager will be part of a dynamic team that values growth, creativity, and mutual support. The role is based in San Francisco, CA, or New York, NY, and offers the flexibility of remote work, aligning with Figma's mission to make design accessible to everyone, everywhere.

What You Will Do

• Develop and maintain a centralized messaging system for launch messaging, campaign language, and sales enablement materials.
• Create actionable buyer and user personas that incorporate need state, AI fluency, workflow stage, and purchase context.
• Integrate competitive and market intelligence into all product marketing efforts to ensure teams are working with current, validated context.
• Partner with Launch PMMs to maintain narrative coherence across product pillars without slowing down execution.
• Translate audience and messaging strategy into the language Design and Sales teams need to hit their goals.
• Establish and run cross-functional rhythms to keep audience and messaging context flowing across teams.
• Leverage AI tools to accelerate research, build scalable workflows, and prototype frameworks faster.
• Collaborate with internal stakeholders to align on messaging and audience strategies.
• Continuously assess and refine the messaging architecture to ensure it remains effective and coherent.

What We Are Looking For

• 5+ years of experience in product marketing, with significant time in multi-product or multi-segment B2B SaaS.
• Deep experience with persona development rooted in qualitative research and behavioral insight.
• Strong cross-functional skills, including the ability to align stakeholders, influence without authority, and adapt communication for various audiences.
• Experience with messaging products that are redefining their category and the ability to build a messaging framework from scratch.
• Genuine empathy for cross-functional workflows and the ability to meet internal collaborators in their language, context, and constraints.
• Strong analytical skills, with the ability to use data to validate messaging effectiveness.
• Experience working in fast-paced, dynamic environments with multiple priorities and deadlines.
• Ability to work independently and as part of a team, with a strong inclination towards collaboration.

Nice to Have

• Proven background in Product-Led Growth (PLG) and enterprise dual motion.
• Comfort leveraging AI as a core part of the workflow when the problem calls for it.
• Track record of scaling an emerging segment program from 0 to 1.
• Background in building/contributing to a company's brand narrative and category positioning.
• Comfort working with usage data or pipeline analytics to validate messaging effectiveness.

Benefits and Perks

• Competitive salary and equity package.
• Comprehensive health, dental, and vision insurance.
• Flexible PTO policy and annual company retreats.
• Professional development opportunities, including workshops, training, and conference sponsorships.
• Access to the latest design and collaboration tools, including Figma's own platform.
• Opportunity to work with a talented, passionate team that values innovation and mutual support.
• Remote work stipend and home office setup support.
• Parental leave and family care benefits.
• Employee resource groups and diversity, equity, and inclusion initiatives.

• Tip: Ensure your resume and cover letter are tailored to the product marketing role, highlighting your experience with audience intelligence and messaging architecture.
• Familiarize yourself with Figma's product and mission to demonstrate your passion for design accessibility and collaboration.
• Prepare examples of how you've developed and implemented successful messaging frameworks in previous roles.
• Be ready to discuss your experience working with cross-functional teams and your ability to adapt communication styles for different audiences.
• Showcase your analytical skills by providing examples of how you've used data to inform and refine messaging strategies.
• Consider creating a portfolio or case studies that demonstrate your product marketing skills, especially in B2B SaaS.
• Practice discussing your understanding of market trends, audience needs, and the ability to drive cohesive messaging across multiple product lines.