Principal Product Marketing Manager, Nonprofits

Responsibilities

• 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.

Requirements

• 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.

Benefits

• 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.