Product Marketing Manager, Builder Audience

Figma is a company on a mission to make design accessible to all, and they are seeking a Product Marketing Manager for their Builder Audience. This role involves owning end-to-end product marketing efforts, developing go-to-market strategies, and collaborating with various teams to drive product adoption and growth.

Responsibilities:

• Own end-to-end product marketing efforts for a key Figma product that touches designers, developers, and/or other builders
• Develop go-to-market strategies for product launches—ranging from 0 → 1 initiatives to enhancements informed by customer feedback
• Translate technical capabilities into clear, differentiated product positioning and messaging
• Partner with Product to run beta programs, including customer outreach, feedback collection, and success story promotion
• Drive adoption and engagement through educational and community-focused content (e.g., tutorials, product tips, guides, events, live sessions)
• Collaborate with the broader marketing team on integrated campaigns spanning onboarding, activation, and retention
• Equip Sales with competitive positioning and enablement materials that help win and grow accounts
• Define new audiences and lead the strategy for growing Figma beyond our core build users. Identify specific personas, such as PMs or equivalent experience, Developers, and Founders, along with use cases that drive growth
• Dogfood and demo new features to understand their technical limits before they ever reach a customer

Requirements:

• 7+ years of experience in product marketing or related roles with experience launching net-new products or 0 → 1 initiatives
• Demonstrated ability to quickly learn and market highly technical products and strong communication skills, with the ability to translate technical details into clear and relevant messaging for diverse audiences
• Proven track record of leading cross-functional go-to-market initiatives from strategy through execution and measurement
• Experience partnering with Product teams and driving alignment with executive partners
• Comfort with technical concepts (e.g., how LLMs work, the software development lifecycle, or no-code logic)—you are unafraid to learn new tools by using them
• Experience marketing developer-facing or technical products
• Background in B2B SaaS and/or Enterprise software
• Familiarity with SQL or comfort working with product usage data
• Entrepreneurial, product, or side-project experience in SaaS