Product Marketing Manager

Role Description

Figma is looking for a Product Marketing Manager to own the audience intelligence and messaging architecture that underpins how we go to market. This is not a role that owns a single product launch. It is the role that makes every launch more coherent, more targeted, and more effective.

This person builds the systems: the persona frameworks, the central messaging architecture, the shared vocabulary that Launch PMMs, DG, and sales teams draw from. They operate at the horizontal layer, maintaining the narrative thread that connects Figma's growing portfolio into a single, legible story for each audience we serve.

What you'll do at Figma:

• Build and maintain a centralized messaging system that serves 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 go beyond job title, incorporating need state, AI fluency, workflow stage, and purchase context.
• Integrate competitive and market intelligence into everything we produce, ensuring GTM teams are always working from current, validated context.
• Partner with Launch PMMs to maintain narrative coherence across product pillars without slowing down their execution.
• Translate audience and messaging strategy into the language DG and sales need to hit their goals, with a real understanding of the volume they face and the context they need to win.
• Establish and run the XFN rhythms (PMM x Product Growth, PMM x DG) that keep audience and messaging context flowing across teams.
• Leverage AI tools to accelerate research, build scalable workflows, and prototype frameworks faster. You use them because they make you better, not because someone asked you to.

Qualifications

• 5+ years 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 XFN skills: you can align stakeholders, influence without authority, and adapt your communication for everyone from DG analyst to CMO.
• Experience messaging products that are actively redefining their category. You are comfortable working without a ready-made frame, and you know how to build one that the market can follow.
• Genuine empathy for XFN workflows. You think of your internal collaborators as an audience. You meet them in their language, their context, and their constraints, and you do the translation so they do not have to.

Requirements

• While not required, it is an added plus if you also have:
• Proven background in PLG and enterprise dual motion.
• Comfort leveraging AI as a core part of your workflow when the problem calls for it.
• Track record of scaling an emerging segment program 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

• Figma offers equity to employees, as well as a competitive package of additional benefits, including:
• Health, dental & vision.
• Retirement with company contribution.
• Parental leave & reproductive or family planning support.
• Mental health & wellness benefits.
• Generous PTO.
• Company recharge days.
• A learning & development stipend.
• A work from home stipend.
• Cell phone reimbursement.
• Sales incentive pay for most sales roles.
• An annual bonus plan for eligible non-sales roles.