Product Marketing Manager, Builder Audience

Figma • San Francisco, NY

8d • Remote

About The Position

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! Figma is looking for a Product Marketing Manager, Builder Audience to support our growing suite of products. This role is designed for a versatile marketer who can flex across domains, partnering closely with product, sales, design, and marketing teams to bring highly technical products to market, shape adoption strategies, and drive growth. An ideal candidate is someone with the curiosity and aptitude to quickly understand complex products, engage technical audiences, and translate that understanding into compelling narratives and go-to-market strategies. This is a full-time role that can be held from our San Francisco Hub or remotely in the United States.

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

Nice To Haves

• 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

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

Benefits

• 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed
• Number of Employees: 1,001-5,000 employees