Figma is growing our team of passionate creatives and builders on a mission to make design accessible to all. Figma’s platform helps teams bring ideas to life—whether you're brainstorming, creating a prototype, translating designs into code, or iterating with AI. From idea to product, Figma empowers teams to streamline workflows, move faster, and work together in real time from anywhere in the world. If you're excited to shape the future of design and collaboration, join us!

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

We would love to hear from you if you have:

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

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

At Figma, one of our values is Grow as you go. We believe in hiring smart, curious people who are excited to learn and develop their skills. If you’re excited about this role but your past experience doesn’t align perfectly with the points outlined in the job description, we encourage you to apply anyways. You may be just the right candidate for this or other roles.

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Pay Transparency Disclosure

If based in Figma’s San Francisco or New York hub offices, this role has the annual base salary range stated below.

Job level and actual compensation will be decided based on factors including, but not limited to, individual qualifications objectively assessed during the interview process (including skills and prior relevant experience, potential impact, and scope of role), market demands, and specific work location. The listed range is a guideline, and the range for this role may be modified. For roles that are available to be filled remotely, the pay range is localized according to employee work location by a factor of between 80% and 100% of range. Please discuss your specific work location with your recruiter for more information.

Figma offers equity to employees, as well 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, and cell phone reimbursement. Figma also offers sales incentive pay for most sales roles and an annual bonus plan for eligible non-sales roles. Figma’s compensation and benefits are subject to change and may be modified in the future.

Annual Base Salary Range:

$153,000—$317,000 USD

At Figma we celebrate and support our differences. We know employing a team rich in diverse thoughts, experiences, and opinions allows our employees, our product and our community to flourish. Figma is an equal opportunity workplace - we are dedicated to equal employment opportunities regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity/expression, veteran status, or any other characteristic protected by law. We also consider qualified applicants regardless of criminal histories, consistent with legal requirements.

We will work to ensure individuals with disabilities are provided reasonable accommodation to apply for a role, participate in the interview process, perform essential job functions, and receive other benefits and privileges of employment. If you require accommodation, please reach out to accommodations-ext@figma.com. These modifications enable an individual with a disability to have an equal opportunity not only to get a job, but successfully perform their job tasks to the same extent as people without disabilities.

Examples of accommodations include but are not limited to:

Holding interviews in an accessible location
Enabling closed captioning on video conferencing
Ensuring all written communication be compatible with screen readers
Changing the mode or format of interviews

To ensure the integrity of our hiring process and facilitate a more personal connection, we require all candidates keep their cameras on during video interviews. Additionally, if hired you will be required to attend in person onboarding.

By applying for this job, the candidate acknowledges and agrees that any personal data contained in their application or supporting materials will be processed in accordance with Figma's Candidate Privacy Notice.

Product Marketing Manager, Audience and Messaging