Principal Product Marketing Manager

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 strategic, outcomes-obsessed Principal Product Marketing Manager to help shape the next chapter of how we help nonprofits grow. This role sits at the intersection of consumer and B2B - you'll help shape our nonprofit marketplace strategy: which organizations we should serve, what differentiated value we can deliver, and how we position a fundamental evolution in our value to nonprofits.

This is an early-stage opportunity with foundational questions still to answer. You'll validate our ideal customer profile, deeply understand their needs and how that translates to product requirements, and develop positioning that makes GoFundMe's evolving role clear and compelling. Your work will directly inform product priorities, investment decisions, and go-to-market strategy.

We're looking for a strategic, hands-on leader who thrives in a complex, rapidly changing environment - identifying the questions that matter most, charting a clear path forward, and building alignment to act.

Core objectives

• Define our ideal customer profile: Lead ICP and segmentation work grounded in customer needs, jobs to be done, priorities and potential impact. Partner with Research, BizOps, and cross-functional teams to test assumptions, build confidence, and drive alignment with leadership.
• Shape our marketplace and peer-to-peer product strategy for nonprofits: Lead product validations to test conviction and prioritization in our roadmap. Lead customer interviews and readouts on what would be the most valuable product solution and likelihood to adopt. Partner deeply with Product leadership throughout to inform long-term roadmap prioritization.
• Build differentiated positioning and narrative: Develop and test positioning for GoFundMe's evolving nonprofit offering across customer segments. Connect that to a broader GTM strategy for how we roll it out and it shows up for the market.
• Lead through influence: Leverage your deep understanding of nonprofits to drive alignment across cross-functional leadership around what will drive the biggest impact for our nonprofits across marketplace and peer-to-peer fundraising - informing both product and GTM strategy. Bring data, customer truth, and a clear point of view. Make the whole company smarter about nonprofits.

What we are looking for

• Significant product marketing experience with principal-level scope, including work spanning business customers and consumer audiences. Marketplace, network, or B2C2B experience is strongly preferred.
• Proven 0-to-1 product and market development. Has helped take a strategically important product from an unproven product 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 the ability to assess growth potential, investment requirements, and the strength of evidence behind a recommendation.
• Excellent strategic and systems thinking. You understand how customer needs, consumer incentives, product capabilities, and business economics interact-and can turn that understanding into focused choices.
• Exceptional positioning and storytelling skills, including experience developing and testing a new value proposition 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. You build alignment across teams, make tradeoffs explicit, and challenge assumptions constructively.
• Thrives in ambiguity and drives clarity. You identify the most important questions in a complex, rapidly changing scope, determine how to answer them, and align teams around a clear path forward. You move fluidly between big-picture strategy and hands-on execution.
• Uses AI to amplify their impact. Finding creative ways to solve problems, work more efficiently, and deliver better results, including strong judgment about when and how to use it.