Principal Product Marketing Manager, Nonprofits

San Francisco, CA

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.

The  GoFundMe Pro  team is seeking a strategic, influential, and enterprise-minded Principal Product Marketing Manager of Nonprofits to define and drive product marketing strategy across our nonprofit SaaS platform.

This is a highly visible leadership role responsible for shaping our platform narrative, influencing product and business strategy, and elevating how we go to market across product-led and sales-led motions. You will serve as the voice of the market and customer at the leadership table, bringing deep insight, strong conviction, and executive-ready thinking to inform what we build, how we position it, and how we accelerate adoption and expansion.

As a senior thought partner to Product, Design, Sales, Customer Success, and Executive Leadership, you will drive alignment across teams and ensure our product strategy translates into clear, differentiated positioning in a competitive nonprofit technology landscape.

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

  • Define and own the overarching go-to-market strategy for key areas of the GoFundMe Pro platform, from early product ideation through launch, scale, and optimization.
  • Partner deeply with Product leadership to influence long-term roadmap prioritization using qualitative and quantitative insights from customers, prospects, market research, and revenue performance data.
  • Drive strategic alignment across Growth, Demand Gen, Sales, and Customer Success to deliver integrated, high-impact launches supporting both product-led and enterprise sales motions.
  • Analyze Gong sales calls and pipeline data to extract executive-level voice-of-customer insights, competitive patterns, and buying signals, translating findings into clear action plans across messaging, pricing, packaging, and roadmap recommendations.
  • Own the overarching strategy, narrative, and executive alignment for Collaborative, our annual flagship event ensuring it reinforces platform positioning and industry thought leadership.

Positioning, Messaging & Competitive Strategy

  • Define and evolve the strategic positioning and messaging architecture for the GoFundMe Pro platform, ensuring differentiation across nonprofit personas including executive directors, development leaders, finance, and operations teams.
  • Own the development of foundational, cross-platform positioning assets, including the core Sales pitch deck, segmented external roadmap narratives, and the annual product messaging framework. 
  • Lead win/loss analysis to uncover buying drivers, competitive dynamics, and decision criteria, and translate insights into actionable improvements across positioning, pricing, and go-to-market strategy.
  • Own and evolve the competitive intelligence strategy, proactively tracking market shifts and emerging competitors to inform positioning, pricing, and roadmap decisions.
  • Lead message and storyline testing to validate positioning, refine narratives, and ensure resonance with target nonprofit personas.
  • Own the market research strategy for GoFundMe Pro, identifying and leading high-impact custom or benchmarking studies that strengthen market positioning and support strategic priorities.

Cross-Functional Leadership & Executive Alignment

  • Serve as the connective strategic leader across Product, Sales, Customer Success, Growth, and Marketing ensuring alignment on what we’re building, why it matters, and how success is measured.
  • Partner with Comms to shape leadership POVs, platform storytelling, Giving Season strategy, and other high-visibility market moments.
  • Act as the connective tissue between B2B and Consumer launches, ensuring unified value propositions and proof points across Pro and Consumer experiences.
  • Act as a multiplier for the broader Product Marketing team by setting standards, mentoring peers, and elevating the craft of product marketing across the organization.
  • Identify and drive high-impact, ambiguous initiatives that unlock new growth opportunities, improve customer outcomes, or strengthen competitive positioning.

You

  • 8-12+ years of B2B Product Marketing experience, ideally in SaaS or hybrid PLG + sales-led environments.
  • Demonstrated success shaping product strategy and influencing executive stakeholders beyond traditional launch execution.
  • Experience marketing to nonprofit, mission-driven, or vertical SaaS audiences is a strong plus.
  • Proven ability to lead complex, cross-functional go-to-market initiatives with measurable business impact.
  • Exceptional positioning and storytelling skills. You translate complexity into strategic clarity and compelling narratives.
  • Highly analytical and data-driven, with experience defining success metrics, modeling impact, and influencing roadmap decisions.
  • Comfortable operating in ambiguity and driving structure, alignment, and forward momentum.
  • Strong executive presence with experience crafting high-quality strategic documents and presentations.
  • Experience mentoring or leading other PMMs and raising the bar for the broader team.
  • Familiarity with tools like ClickUp, Figma, Salesforce, Amplitude, Gong, 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 $190,500 - $285,500 + equity + benefits.  As this is a remote position, the salary range was determined by role, level, and possible location across the US. 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 salary range 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 ‘24 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.

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