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Salary: USD 171,000 - 257,000 / annual
GoFundMe is seeking a Principal Product Marketing Manager to shape the next chapter of how the platform serves nonprofits. This is a strategic, early-stage opportunity at the intersection of consumer and B2B, focused on building out GoFundMe's nonprofit marketplace strategy.
In this role, you will own foundational questions about which nonprofit organizations GoFundMe should serve, what differentiated value can be delivered, and how to position a fundamental evolution in the platform's value proposition to nonprofits. You'll validate the ideal customer profile, deeply understand nonprofit needs and translate them into product requirements, and develop positioning that makes GoFundMe's evolving role clear and compelling to the market.
Core responsibilities include:
- Leading ICP and segmentation work grounded in customer needs, jobs to be done, and potential impact. Partner with Research, BizOps, and cross-functional teams to test assumptions, build confidence, and drive alignment with leadership.
- Leading product validations and customer interviews to test conviction around roadmap prioritization. Determine what would be the most valuable product solution for nonprofits and likelihood to adopt. Partner deeply with Product leadership to inform long-term roadmap priorities.
- Developing and testing differentiated positioning for GoFundMe's evolving nonprofit offering across customer segments, and connecting that to a broader go-to-market strategy for rollout.
- Leveraging deep understanding of nonprofits to drive alignment across cross-functional leadership around what will drive the biggest impact. Bring data, customer truth, and a clear point of view to make the whole company smarter about nonprofits.
You'll thrive in a complex, rapidly changing environment—identifying the questions that matter most, charting a clear path forward, and building alignment to act. This is a hands-on leadership role that requires moving fluidly between big-picture strategy and execution.
REQUIREMENTS:
- Significant product marketing experience with principal-level scope, including work spanning business customers and consumer audiences. Marketplace, network, or B2C2B experience strongly preferred.
- Proven 0-to-1 product and market development: demonstrated success taking a strategically important product from an unproven thesis through customer validation and scaled growth.
- Demonstrated success shaping product strategy and influencing executive stakeholders beyond traditional launch execution.
- Strong analytical and commercial judgment, with ability to assess growth potential, investment requirements, and strength of evidence behind recommendations.
- Excellent strategic and systems thinking. Understanding of how customer needs, consumer incentives, product capabilities, and business economics interact—and ability to turn that into focused choices.
- Exceptional positioning and storytelling skills, including experience developing and testing new value propositions or evolving how customers understand a company's offering.
- Proven ability to lead complex, cross-functional go-to-market initiatives with measurable business impact.
- Executive-level communication and influence. Ability to build alignment across teams, make tradeoffs explicit, and challenge assumptions constructively.
- Thrives in ambiguity and drives clarity. Identifies the most important questions in complex, rapidly changing scope, determines how to answer them, and aligns teams around a clear path forward.
- Uses AI to amplify impact, finding creative ways to solve problems, work more efficiently, and deliver better results with strong judgment about when and how to use it.
