Product Marketing Manager, Audience and Messaging
Figma · United States
- Hybrid
- Full-time
- $317,000 / year
- United States
Tailored resume — keyword-matched to this role.
Hiring manager — we find who's hiring.
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Job highlights
- Own audience intelligence and messaging architecture.
- Build centralized messaging systems and personas.
- Integrate competitive intelligence into go-to-market.
- Ensure narrative coherence across product portfolio.
- Leverage AI tools for research and workflows.
About the role
About Figma
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!Role Overview
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
- 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.
What We're Looking For
- 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.
Bonus Points If You 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.
Pay Transparency and Benefits
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.Key skills/competency
Product Marketing, Audience Intelligence, Messaging Architecture, Persona Development, Go-to-Market Strategy, B2B SaaS, Stakeholder Alignment, SaaS Marketing, Market Research, AI ToolsSkills & topics
- Product Marketing Manager
- Audience Intelligence
- Messaging Architecture
- Persona Development
- Go-to-Market Strategy
- B2B SaaS
- SaaS Marketing
- Market Research
- AI Tools
- Cross-functional Collaboration
How to get hired
- Tailor your resume: Highlight B2B SaaS product marketing experience and XFN collaboration skills.
- Showcase persona expertise: Detail your experience developing buyer and user personas with qualitative research.
- Emphasize messaging strategy: Provide examples of building messaging architecture and category positioning.
- Demonstrate AI proficiency: Mention any experience using AI tools for research or workflow optimization.
- Prepare for XFN scenarios: Be ready to discuss how you align stakeholders and influence without authority.
Technical preparation
Study persona development frameworks.,Practice articulating messaging architecture.,Familiarize with competitive analysis tools.,Prepare AI tool use case examples.
Behavioral questions
Describe a complex messaging challenge.,How do you build consensus with stakeholders?,Share an example of influencing without authority.,How do you integrate market intelligence?
Frequently asked questions
- What is the salary range for the Product Marketing Manager, Audience and Messaging role at Figma?
- The annual base salary range for this role is $153,000 to $317,000 USD. Actual compensation will depend on qualifications, experience, location, and other factors.
- Is the Product Marketing Manager, Audience and Messaging position remote?
- Yes, this is a full-time role that can be held remotely within the United States or from one of Figma's US hub offices.
- What are the key responsibilities of the Product Marketing Manager, Audience and Messaging at Figma?
- The role involves owning audience intelligence and messaging architecture, building persona frameworks, developing central messaging, and ensuring narrative coherence across Figma's product portfolio.
- What experience is required for the Product Marketing Manager, Audience and Messaging position at Figma?
- Figma requires 5+ years in product marketing, deep experience with persona development rooted in qualitative research, and strong cross-functional (XFN) skills. Experience messaging category-defining products is also key.
- Does Figma offer benefits for the Product Marketing Manager, Audience and Messaging role?
- Yes, Figma offers a competitive benefits package including equity, health, dental, vision, retirement, parental leave, mental health support, PTO, and stipends for learning and work from home.
- How does Figma approach compensation for remote versus in-office employees?
- For remote roles, pay ranges are localized and typically fall between 80% and 100% of the range for hub office locations. Your specific location will be discussed with the recruiter.
- What is Figma's stance on diversity and inclusion for the Product Marketing Manager, Audience and Messaging role?
- Figma is an equal opportunity workplace dedicated to diversity and inclusion, celebrating differences and ensuring equal employment opportunities for all individuals.
- What is Figma's policy on video interviews for the Product Marketing Manager, Audience and Messaging role?
- Figma requires candidates to keep their cameras on during video interviews to ensure the integrity of the hiring process and facilitate a more personal connection.