Product Marketing Lead, Nonprofits

GoFundMe•San Francisco, CA

2d•Hybrid

About The Position

GoFundMe is seeking a customer-obsessed, insights-driven, savvy Lead Product Marketing Manager (PMM) to shape the product experience, drive go-to-market strategy, and influence roadmap development across our nonprofit platform. This role is focused on taking Direct Giving to the next level, owning the go-to-market vision and driving adoption. The PMM will partner across teams to lead end-to-end GTM strategy and execution, crafting positioning, sharpening competitive edge, and launching with impact. This role directly fuels customer success, platform growth, and revenue, making it a high-visibility position with significant influence on GoFundMe’s future. The PMM will act as a strategic thought partner to Product, Design, Sales, and Customer Success, bringing the voice of the customer, market insights, and performance data to shape product development. They will define how GoFundMe appears in the competitive nonprofit tech landscape, crafting positioning and equipping teams to drive adoption, expansion, and customer impact.

Requirements

6–10 years of B2B Product Marketing experience, ideally in SaaS or hybrid PLG + sales-led environments.
Proven success leading cross-functional go-to-market initiatives for complex product launches.
Strong positioning and writing skills. You translate complexity into clarity and resonance.
Analytical and data-driven, with experience defining success metrics and measuring impact.
Comfortable navigating ambiguity in a fast-paced, evolving environment.
Experienced in executive-level communication and presentation.

Nice To Haves

Experience marketing to nonprofit, mission-driven, or vertical SaaS audiences is a strong plus.
Familiarity with tools like ClickUp, Figma, Salesforce, Amplitude, and competitive intelligence platforms (Crayon/Klue) is a plus.

Responsibilities

Lead end-to-end go-to-market strategy and execution for key product areas, with a primary focus on Direct Giving.
Drive cross-functional alignment across Product, Growth, Sales, and Customer Success on priorities, launch plans, and success metrics.
Lead tiered GTM strategies from early ideation through launch and post-launch analysis.
Partner with Product to influence roadmap prioritization using qualitative and quantitative insights.
Collaborate with Growth, Demand Gen, Sales, and Customer Success to execute integrated campaigns across both product-led and sales-led motions.
Own internal and external product communications and enablement, including development of launch briefs, sales talk tracks, FAQs, newsletters, and other core GTM assets.
Own positioning and messaging across the GoFundMe Pro platform, ensuring strong differentiation in a competitive landscape.
Define and evolve Direct Giving narratives to drive awareness, adoption, and revenue growth.
Tailor messaging to nonprofit personas (executive directors, development leaders, finance, and operations teams).
Ensure consistency across product surfaces, marketing campaigns, sales enablement materials, and customer communications.
Develop and operationalize competitive insights and enablement.
Own early access programs to support product validation and GTM readiness, including driving structured feedback loops and testing positioning, messaging, and rollout strategy.
Partner with CX, Sales, and customer-facing teams to recruit target participants for early access programs.
Standardize communications and improve rollout consistency and internal expectations for early access programs.
Evolve and optimize the research hub and expand its GTM impact over time.
Serve as the glue across Product, Sales, Customer Success, Growth, and Marketing.
Drive alignment on PMM priorities, key launches, performance against goals, competitive insights, and roadmap implications.
Create executive-ready narratives and materials to drive clarity and decision-making at the leadership level.
Identify gaps in activation, retention, expansion, and product adoption.
Translate insights into clear, actionable GTM and product recommendations.
Measure launch and GTM effectiveness, continuously iterating to improve performance.
Drive clarity on performance, opportunities, and where to invest next.