Product Marketing Manager

📌 Core Information

🔹 Job Title: Product Marketing Manager

🔹 Company: Figma

🔹 Location: San Francisco, CA • New York, NY • United States

🔹 Job Type: Full-time

🔹 Category: Design Services

🔹 Date Posted: May 20, 2025

🔹 Experience Level: 5+ years in product marketing

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Driving end-to-end go-to-market efforts for Figma's collaboration tools, FigJam and Slides
• Leading product launches and working cross-functionally with various teams
• Developing product messaging and positioning that sets Figma apart from competitors
• Managing beta programs and creating educational content to drive product engagement

ASSUMPTION: This role requires a strong understanding of both marketing and product management, with a focus on driving results through strategic planning and execution.

📋 Key Responsibilities

✅ Take ownership of product marketing efforts for Figma’s collaboration products, FigJam and Slides, with responsibility for driving end-to-end go-to-market efforts

✅ Lead product launches and be a partner to the Product team, with a focus on getting results and a desire to experiment with new channels

✅ Develop product messaging and positioning that sets us apart from competitors and demonstrates understanding of our customers’ needs

✅ Manage our beta programs, from customer outreach, managing beta communications, coordinating feedback sessions, to promoting customer success stories

✅ Drive deeper engagement of our product through a variety of educational content—blog posts, product tips, best practice guides, live streams, and more

✅ Partner with the broader marketing team to launch campaigns that span web, onboarding, activation, and adoption

✅ Work with the Sales team to develop impactful enablement resources and arm the team to better position ourselves against other competitors and products

ASSUMPTION: This role requires strong project management skills, the ability to work effectively with cross-functional teams, and a deep understanding of Figma's products and target audience.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 5+ years in product marketing, with experience leading cross-functional initiatives from ideation to execution

Required Skills:

• Proven ability to manage stakeholders at all levels, from individual contributors to senior executives
• Demonstrated ability to learn new products and industries—unafraid to dive into the nitty gritty technical details
• Strong project management skills and the ability to work effectively with cross-functional teams
• Excellent communication and presentation skills
• Familiarity with online whiteboards and presentation software (a plus)

Preferred Skills:

• Deep experience with online whiteboards and presentation software
• Experience in B2B SaaS and/or Enterprise
• Experience in Growth Marketing
• Experience working with brand designers and marketers

ASSUMPTION: While not required, experience in the specified preferred skills would be beneficial for success in this role.

💰 Compensation & Benefits

Salary Range: $149,000 - $238,000 USD (for roles based in San Francisco or New York hub offices)

Benefits:

• Health, dental & vision
• Retirement with company contribution
• Parental leave & reproductive or family planning support
• Mental health & wellness benefits
• Generous PTO & company recharge days
• Learning & development stipend
• Work from home stipend
• Cell phone reimbursement
• Sales incentive pay (for most sales roles)
• Annual bonus plan (for eligible non-sales roles)

Working Hours: Full-time (40 hours/week), with flexible hours and remote work options available

ASSUMPTION: The salary range provided is for roles based in Figma's San Francisco or New York hub offices. For roles that can be filled remotely, the pay range is localized according to employee work location by a factor of between 80% and 100% of the stated range.

📌 Applicant Insights

🔍 Company Context

Industry: Design Services

Company Size: 1,001-5,000 employees

Founded: 2012

Company Description:

• Figma is a design platform that allows teams to collaborate on product design, from start to finish
• Born on the web, Figma helps entire product teams brainstorm, design, and build better products
• Figma's mission is to make design accessible to all, with a focus on simplicity, efficiency, and collaboration

Company Specialties:

• Product design
• Collaboration tools
• Online whiteboards
• Presentation software

Company Website: Figma.com

ASSUMPTION: Figma is a well-established company in the design industry, with a strong focus on collaboration and accessibility.

📊 Role Analysis

Career Level: Mid-level to senior

Reporting Structure: This role will report directly to the Head of Product Marketing and work closely with cross-functional teams, including Product, Sales, Design, and Marketing

Work Arrangement: This is a full-time role that can be held from one of Figma's US hubs or remotely in the United States

Growth Opportunities:

• Potential to take on more responsibility and lead larger projects as the company grows
• Opportunities to work on new products and features as Figma continues to innovate
• Chance to develop skills in areas such as leadership, mentoring, and strategic planning

ASSUMPTION: This role offers significant growth potential, with opportunities to take on more responsibility and develop new skills as Figma continues to grow and evolve.

🌍 Location & Work Environment

Office Type: Figma has hubs in San Francisco and New York, with remote work options available

Office Location(s): 760 Market St, San Francisco, California 94103, US

Geographic Context:

• San Francisco: A major tech hub with a vibrant design industry and a high cost of living
• New York: A global financial and cultural center with a diverse design scene and a high cost of living
• Remote: Figma offers remote work options, allowing employees to work from anywhere in the United States

Work Schedule: Full-time (40 hours/week), with flexible hours and remote work options available

ASSUMPTION: The work environment at Figma is dynamic and collaborative, with a strong focus on remote work and flexibility.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with a member of the Recruiting team
• Interview with the hiring manager and/or other team members
• Take-home assignment or case study
• Final interview with the Head of Product Marketing or another senior leader

Key Assessment Areas:

• Product marketing skills and experience
• Cross-functional collaboration and project management skills
• Ability to learn new products and industries quickly
• Communication and presentation skills

Application Tips:

• Highlight your experience with cross-functional initiatives and driving results
• Include examples of your ability to learn new products and industries quickly
• Tailor your resume and cover letter to emphasize your relevant skills and experiences
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills and ability to work effectively with others

ATS Keywords: Product marketing, go-to-market strategy, product launches, beta program management, educational content, cross-functional collaboration, stakeholder management, growth marketing, B2B SaaS, online whiteboards, presentation software

ASSUMPTION: Figma's application process is thorough and designed to assess the candidate's skills and fit for the role. Tailoring your application and preparing for interviews is crucial for success.

🛠️ Tools & Technologies

• Figma (obviously!)
• Asana or another project management tool
• Google Suite (Docs, Sheets, Slides)
• Marketo or another marketing automation platform
• Salesforce or another CRM

ASSUMPTION: Figma uses a variety of tools and technologies to streamline workflows and facilitate collaboration. Familiarity with these tools is not required but would be beneficial.

👔 Cultural Fit Considerations

Company Values:

• Make design accessible to all
• Simplify and iterate
• Collaborate openly
• Embrace imperfection
• Be inclusive

Work Style:

• Collaborative and team-oriented
• Focused on results and continuous improvement
• Flexible and adaptable
• Open to feedback and willing to learn

Self-Assessment Questions:

• Do you thrive in a collaborative, team-oriented environment?
• Are you comfortable working with a diverse range of stakeholders, from individual contributors to senior executives?
• Are you open to feedback and willing to learn new tools and processes?

ASSUMPTION: Figma values collaboration, inclusivity, and a growth mindset. Candidates who align with these values and work styles will be a strong fit for the company.

⚠️ Potential Challenges

• Managing multiple stakeholders and priorities effectively
• Balancing strategic planning and execution in a fast-paced, dynamic environment
• Keeping up with Figma's rapid growth and evolution
• Working remotely and maintaining productivity and engagement

ASSUMPTION: These challenges are common in fast-growing tech companies and can be managed effectively with strong project management skills, adaptability, and a focus on results.

📈 Similar Roles Comparison

• Product Marketing Manager (Figma) vs. Product Marketing Manager (other companies): Figma's role focuses more on collaboration tools and driving end-to-end go-to-market efforts, while other companies may have a broader product portfolio or different target audience
• Industry-specific context: Figma's role requires a deep understanding of the design industry and online whiteboards, while other companies may operate in different industries or have different product offerings
• Career path comparison: This role offers significant growth potential, with opportunities to take on more responsibility and develop new skills as Figma continues to grow and evolve

ASSUMPTION: While this role shares similarities with other product marketing roles, Figma's focus on collaboration tools and its unique company culture set it apart.

📝 Sample Projects

• Launching a new feature or product within Figma's collaboration suite (FigJam or Slides)
• Developing a beta program for a new product or feature, from customer outreach to promotion of customer success stories
• Creating educational content to drive deeper engagement with Figma's products, such as blog posts, product tips, or best practice guides

ASSUMPTION: These sample projects illustrate the breadth of responsibilities and the impact this role can have on Figma's products and customers.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and how this role fits within it?
• What are the biggest challenges facing the team or the company, and how can this role help address them?
• How does Figma support the growth and development of its employees?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Figma foster a culture of inclusivity and collaboration?

ASSUMPTION: These questions are designed to help you better understand the role, the team, and the company, and to demonstrate your interest and engagement.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant skills and experiences, with a focus on cross-functional initiatives and driving results
• Prepare for interviews by researching Figma's products, company culture, and industry trends
• Follow up with the Recruiting team after submitting your application to express your interest and ask any questions you may have
• If invited to interview, be prepared to discuss your problem-solving skills and ability to work effectively with others, with a focus on Figma's products and target audience

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.