Product Marketing Manager, Audience and Messaging

Figma is growing its team of passionate creatives and builders on a mission to make design accessible to all. They are seeking a Product Marketing Manager to own the audience intelligence and messaging architecture that underpins how the company goes to market, ensuring coherence and effectiveness across product launches.

Responsibilities:

• 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 — because they make you better, not because someone asked you to

Requirements:

• 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, and do the translation so they don't have to
• 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