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Figma is seeking a Head of Marketing for Latin America, based in São Paulo. This is the first dedicated marketing leadership role in the region following Figma's July 2025 launch. You will build and execute comprehensive regional demand generation and field marketing strategies to drive lead generation, revenue growth, and brand awareness across LATAM.
Key responsibilities include:
- Develop demand generation strategy with local nuances, adapting global campaigns to Portuguese and Spanish-speaking markets
- Create bottoms-up field marketing initiatives supporting brand awareness and pipeline generation (SAOs and PGs)
- Drive digital and content marketing strategy by regionalizing global programs for LATAM audiences
- Partner closely with regional sales teams to align marketing with sales-led growth for net-new and existing customer expansion
- Establish performance tracking frameworks and manage marketing budget allocation
- Serve as the regional marketing leader and ambassador for the International Marketing team
- Hire and oversee a full-time marketing contractor; source and manage agency partners for PR, communications, and events
You will collaborate across International Marketing, Global teams, Sales, Demand Generation, Events, and Developer Advocate teams. The role requires fluency in both Portuguese and Spanish, with 8+ years of B2B marketing leadership experience across multiple Latin American countries, particularly Brazil and Mexico. Ideal candidates have built full-funnel demand generation strategies across customer segments (SMB, mid-market, enterprise), understand digital marketing mix and programmatic campaign optimization, and have vendor/contractor management experience. SaaS/PLG experience and familiarity with Figma are valued but not required.
