Product Marketing Manager, Audience and Messaging

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.

This is a full time role that can be held from one of our US hubs or remotely in the United States.

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.

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—comfortable working without a ready-made frame and skilled at building one the market can follow.
• Genuine empathy for XFN workflows—you meet collaborators in their language, their context, and their constraints.

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.

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, 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.

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.

Annual Base Salary Range: $153,000 - $317,000 USD

Equal Opportunity

At Figma we celebrate and support our differences. 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.

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