GoFundMe
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Want to help us help others? We’re hiring!
GoFundMe is the world’s most powerful community for good, dedicated to helping people help each other. By uniting individuals and nonprofits in one place, GoFundMe makes it easy and safe for people to ask for help and support causes—for themselves and each other. Together, our community has raised more than $40 billion since 2010.
Join Us! GoFundMe is seeking a customer-obsessed, insights-driven and savvy Principal Consumer Product Marketing Manager to lead high-impact, consumer-facing initiatives across our platform. You’ll be instrumental in shaping compelling product narratives, crafting GTM strategies, and influencing cross-functional teams to drive measurable results across our consumer lifecycle.
From early strategy through activation and continuous optimization, you’ll help connect people to the causes and communities that matter most. You’ll be expected to operate with a high degree of independence, manage ambiguity with clarity, and lead initiatives that impact both team and company-wide goals.
Candidates considered for this role will be located in the San Francisco, Bay Area. There will be an in-office requirement of 2-3x a week.
The Job
Strategic Product & Go-to-Market Leadership
- Lead end-to-end go-to-market strategies that bring our products to life—shaping the vision, rallying cross-functional partners, and turning ideas into impactful launches.
- Obsess over understanding our ideal customers—grounded in data and human insight—to define clear segments and craft standout messaging and tactics that inspire people to help others.
- Flex your analytics muscle through defining, tracking and communicating key metrics that show the impact of product marketing efforts on product adoption, engagement, and growth.
- Translate business objectives and consumer needs into integrated marketing and channel strategies that drive meaningful adoption, engagement, and growth.
- Keep the momentum going after launches, leading energizing retros, uncovering what worked (and what didn’t), and turning those insights into smarter tests, sharper iterations and scaled impact.
- Bring a highly data-driven approach to decision-making, leveraging quantitative and qualitative insights, including a deep partnership with research to optimize strategy and performance.
- Bring a right-brained spark to GTM - using creative, unconventional thinking to solve tough challenges and help us stand out in a crowded, competitive space.
- Leverage journey mapping to better understand consumer experiences and inform full-funnel strategies.
Positioning & Messaging
- Craft clear, differentiated, and emotionally resonant messaging frameworks that map to business objectives, customer needs, behaviors, and motivations.
- Synthesize complex product information and research into clear, compelling product narratives aligned with user motivation, market opportunity, and business strategy.
- Build and maintain messaging frameworks, positioning guides, and audience strategies to be used across all GoFundMe business teams.
- Maintain an understanding of the competitive set, ensuring messaging and positioning stand out in the market and reflect current trends and dynamics.
Strategic Influence
- Serve as the glue between Product, Marketing, Research, and Data, translating insights and data into action, particularly in fast-moving, high-complexity environments.
- Partner closely with PMs, Engineers, Researchers, and Designers to inform product strategy and roadmap through consumer insights, competitive landscape, market dynamics, and a deep understanding of emerging cultural trends shaping user behavior.
- Identify and validate product hypotheses through testing frameworks and research driven feedback loops.
- Be deeply connected with research, using it as a foundational input for strategic decision-making across GTM and product marketing efforts.
Operational Excellence
- Ensure alignment across Marketing, Comms, Social, and Growth teams on execution timelines, assets, and performance goals.
- Proactively identify risks or misalignments and take initiative to realign plans or surface strategic pivots.
- Lead by example with rigor, clarity, and a bias toward action.
What Success Looks Like
- GTM strategies are clearly defined, well communicated, and executed with confidence, resulting in product adoption, engagement, and business growth.
- Stakeholders feel informed, empowered, and aligned across functions and priorities.
- Product marketing consistently fills the strategic and executional gaps across launches for both product and marketing functions.
- Messaging resonates with users and scales across surfaces, from lifecycle emails to landing pages to all other owned, earned and paid channels.
- You are seen as a strategic leader and reliable owner by Product, Marketing, and Executive teams alike.
You
- 6–10+ years of experience in Product Marketing, with proven impact on consumer-facing product launches and strategic initiatives.
- A strong track record of independently owning high-impact product launches, including testing frameworks and full-funnel marketing campaigns.
- Exceptional ability to synthesize ambiguity into actionable strategy, and to provide clarity where there is none.
- Mastery of product storytelling, messaging frameworks, and positioning across varied user segments and lifecycle stages, paired with prolific writing skills that translate complex ideas into clear, compelling narratives across channels.
- A consumer-obsessed mindset, consistently advocating for user-first thinking and grounding decisions in user behavior and research.
- Excellent project management, communication, and stakeholder engagement skills.
- Familiarity with tools such as Figma, ClickUp, Amplitude, and Slack to drive GTM planning and collaboration.
Why you’ll love it here
- Make an Impact: Be part of a mission-driven organization making a positive difference in millions of lives every year.
- Innovative Environment: Work with a diverse, passionate, and talented team in a fast-paced, forward-thinking atmosphere.
- Collaborative Team: Join a fun and collaborative team that works hard and celebrates success together.
- Competitive Benefits: Enjoy competitive pay and comprehensive healthcare benefits.
- Holistic Support: Enjoy financial assistance for things like hybrid work, family planning, along with generous parental leave, flexible time-off policies, and mental health and wellness resources to support your overall well-being.
- Growth Opportunities: Participate in learning, development, and recognition programs to help you thrive and grow.
- Commitment to DEI: Contribute to diversity, equity, and inclusion through ongoing initiatives and employee resource groups.
- Community Engagement: Make a difference through our volunteering program.
We live by our core values: impatient to be great, find a way, earn trust every day, fueled by purpose. Be a part of something bigger with us!
GoFundMe is proud to be an equal opportunity employer that actively pursues candidates of diverse backgrounds and experiences. We do not discriminate on the basis of race, color, religion, ethnicity, nationality or national origin, sex, sexual orientation, gender, gender identity or expression, pregnancy status, marital status, age, medical condition, mental or physical disability, or military or veteran status.
The annual U.S. salary range for this full-time position is $171,000 - $257,000. The company also offers equity and other benefits to employees, including healthcare, dental, vision, life insurance and 401(k) saving program. In addition to this wage, there are geolocation differentials that will increase pay depending on the work location. Additionally pay may vary depending on other factors including skills, experience, education, or training. Your recruiter can share more about the specific total compensation package based on your location during the hiring process.
If you require a reasonable accommodation to complete a job application or a job interview or to otherwise participate in the hiring process, please contact us at accommodationrequests@gofundme.com.
Global Data Privacy Notice for Job Candidates and Applicants:
Depending on your location, the General Data Protection Regulation (GDPR) or certain US privacy laws may regulate the way we manage the data of job applicants. Our full notice outlining how data will be processed as part of the application procedure for applicable locations is available here. By submitting your application, you are agreeing to our use and processing of your data as required.
Learn more about GoFundMe:
We’re proud to partner with GoFundMe.org, an independent public charity, to extend the reach and impact of our generous community, while helping drive critical social change. You can learn more about GoFundMe.org’s activities and impact in their FY ‘25 annual report.
Our annual “Year in Help” report reflects our community’s impact in advancing our mission of helping people help each other.
For recent company news and announcements, visit our Newsroom.
Ready to apply?
Apply to GoFundMe
Want to help us help others? We’re hiring!
GoFundMe is the world’s most powerful community for good, dedicated to helping people help each other. By uniting individuals and nonprofits in one place, GoFundMe makes it easy and safe for people to ask for help and support causes—for themselves and each other. Together, our community has raised more than $40 billion since 2010.
Join Us! The GoFundMe Pro team is looking for 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.
As the engine behind the majority of activity on our platform and one of our most powerful growth levers—this role is all about taking Direct Giving to the next level. You’ll own the go-to-market vision and drive adoption, shaping how we bring new capabilities to life for our customers.
Partnering across teams, you’ll lead end-to-end GTM strategy and execution, crafting standout positioning, sharpening our competitive edge, and launching with impact. Your work will directly fuel customer success, platform growth, and revenue, making this a high-visibility role with real influence on GoFundMe’s future.
You’ll be a strategic thought partner to Product, Design, Sales, and Customer Success—bringing the voice of the customer, sharp market insights, and performance data to shape what we build and how we win.
You’ll define how we show up in a competitive nonprofit tech landscape, crafting positioning that cuts through—and equipping our teams with what they need to drive adoption, expansion, and lasting customer impact.
Candidates considered for this role will be located in the San Francisco, Bay Area. There will be an in-office requirement of 2-3x a week.
The Job
Go-to-Market Strategy & Execution
- 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.
Positioning, Messaging & Competitive Strategy
- 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
Experimentation & Early Access Programs
- Own early access programs to support product validation and GTM readiness:
- Drive structured feedback loops
- Test positioning, messaging, and rollout strategy
- Partner with CX, Sales, and customer-facing teams to recruit target participants
- Standardize communications and improve rollout consistency and internal expectations
- Evolve and optimize the research hub and expand its GTM impact over time
Cross-Functional Alignment
- 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–ensuring shared clarity on what we’re building, why it matters, and how success is defined and measured
- Create executive-ready narratives and materials to drive clarity and decision-making at the leadership level
PMM Impact & Growth Insights
- 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
You
- 6–10 years of B2B Product Marketing experience, ideally in SaaS or hybrid PLG + sales-led environments.
- Experience marketing to nonprofit, mission-driven, or vertical SaaS audiences is a strong plus.
- 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
- Familiarity with tools like ClickUp, Figma, Salesforce, Amplitude, and competitive intelligence platforms (Crayon/Klue) is a plus.
Why you’ll love it here
Make an Impact: Be part of a mission-driven organization making a positive difference in millions of lives every year.
Innovative Environment: Work with a diverse, passionate, and talented team in a fast-paced, forward-thinking atmosphere
Collaborative Team: Join a fun and collaborative team that works hard and celebrates success together.
Competitive Benefits: Enjoy competitive pay and comprehensive healthcare benefits.
Holistic Support: Enjoy financial assistance for things like hybrid work, family planning, along with generous parental leave, flexible time-off policies, and mental health and wellness resources to support your overall well-being.
Growth Opportunities: Participate in learning, development, and recognition programs to help you thrive and grow.
Commitment to DEI: Contribute to diversity, equity, and inclusion through ongoing initiatives and employee resource groups.
Community Engagement: Make a difference through our volunteering and Gives Back programs.
We live by our core values: impatient to be great, find a way, earn trust every day, fueled by purpose. Be a part of something bigger with us!
GoFundMe is proud to be an equal opportunity employer that actively pursues candidates of diverse backgrounds and experiences. We do not discriminate on the basis of race, color, religion, ethnicity, nationality or national origin, sex, sexual orientation, gender, gender identity or expression, pregnancy status, marital status, age, medical condition, mental or physical disability, or military or veteran status.
The total annual salary for this full-time position is $155,500 - $233,500 + equity + benefits. Our salary ranges are determined by role, level, and location. Individual pay is determined by work location and additional factors including job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific total compensation package based on your location during the hiring process.
If you require a reasonable accommodation to complete a job application or a job interview or to otherwise participate in the hiring process, please contact us at accommodationrequests@gofundme.com.
Global Data Privacy Notice for Job Candidates and Applicants:
Depending on your location, the General Data Protection Regulation (GDPR) or certain US privacy laws may regulate the way we manage the data of job applicants. Our full notice outlining how data will be processed as part of the application procedure for applicable locations is available here. By submitting your application, you are agreeing to our use and processing of your data as required.
Learn more about GoFundMe:
We’re proud to partner with GoFundMe.org, an independent public charity, to extend the reach and impact of our generous community, while helping drive critical social change. You can learn more about GoFundMe.org’s activities and impact in their FY ‘25 annual report.
Our annual “Year in Help” report reflects our community’s impact in advancing our mission of helping people help each other.
For recent company news and announcements, visit our Newsroom.
Ready to apply?
Apply to GoFundMe