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. **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 fill out this [accommodation form](https://docs.google.com/forms/d/e/1FAIpQLSfMjnHwvO8-OvkDpXuRokGwUpWi9lLTL0gG1Rjx8ON_f4mpYA/viewform). **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](https://www.gofundme.com/c/personal-privacy-notice-for-classy-and-gofundme). 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 [](https://www.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 ’s activities and impact in their [FY ‘26 annual report](https://www.gofundme.org/blog/fiscal-year-2026-impact-report/). Our [annual “Year in Help” report](https://www.gofundme.com/c/gofundme-2025-year-in-help) reflects our community’s impact in advancing our mission of helping people help each other. For recent company news and announcements, visit our [Newsroom](https://www.gofundme.com/c/newsroom). **Notice to Applicants for Jobs Located in NYC or Remote Jobs Associated With Office in NYC Only** We use Metaview as part of our hiring process for jobs in NYC and certain features may qualify it as an automated employment decision tool (AEDT), as defined by New York City Local Law 144. As part of the hiring process, we provide Metaview with job requirements and candidate submitted resumes and application materials to assist in evaluating job-related qualifications. While this tool is used to improve efficiency and support our recruiting personnel, all final hiring decisions are made by GoFundMe employees. We began using Metaview on March 10, 2026. The Metaview tool has been reviewed by an independent auditor. Results of the audit may be viewed [here](https://trust.warden-ai.com/metaview/application-review/nyc). The tool evaluates your professional experience, technical skills, education, and other qualifications using information collected directly from your submitted resume and application materials; all such data is retained in accordance with [GoFundMe’s Personnel Privacy Notice](https://www.gofundme.com/c/personnel-privacy-notice-for-gofundme) and applicable legal requirements. If you would like to request an alternative selection process or a reasonable accommodation, please fill out this [accommodation form](https://docs.google.com/forms/d/e/1FAIpQLSfMjnHwvO8-OvkDpXuRokGwUpWi9lLTL0gG1Rjx8ON_f4mpYA/viewform).