Director, Marketing - Figma Weave (New York, United States)

📍 Job Overview

Job Title: Director, Marketing - Figma Weave

Company: Figma

Location: New York, NY, United States

Job Type: Full-Time

Category: Marketing Operations / GTM Strategy

Date Posted: 2026-08-27

Experience Level: 10+ Years

Remote Status: Remote OK (Hybrid option from NYC hub)

🚀 Role Summary

• Lead end-to-end marketing for Figma Weave, a new AI-native creative platform, operating with startup autonomy and Figma's established reach.

• Define and execute a compelling vision and narrative for AI-native creative tooling, establishing Figma Weave as a category leader.

• Build significant brand awareness and user adoption through innovative, culturally-relevant marketing campaigns targeting creative professionals.

• Drive a robust growth engine, optimizing the full marketing funnel from awareness to revenue with a strong focus on measurable ROI.

• Build, mentor, and lead a high-output marketing team, leveraging Figma's broader marketing organization and resources.

📝 Enhancement Note: This role is positioned as a senior marketing leadership opportunity with a significant strategic and operational component. The emphasis on "AI-native craft and creativity," "startup autonomy," and "end-to-end ownership" suggests a strong need for someone who can define a new market category and execute with agility and accountability. The role blends strategic brand building with performance marketing and team leadership, requiring a blend of creative vision and data-driven operational rigor, aligning it closely with advanced Marketing Operations and Go-To-Market (GTM) strategy functions.

📈 Primary Responsibilities

• Develop and articulate the overarching marketing vision, strategy, and narrative for Figma Weave, ensuring consistent messaging across all touchpoints.

• Design and implement integrated marketing campaigns that drive brand awareness, user acquisition, and revenue growth for AI-native creative tools.

• Establish key performance indicators (KPIs) and metrics for all marketing initiatives, with a relentless focus on measuring ROI and optimizing campaign performance.

• Manage and allocate significant marketing budgets, making strategic investment decisions to maximize impact and achieve business objectives.

• Build, mentor, and lead a high-performing marketing team, fostering a culture of innovation, collaboration, and accountability.

• Collaborate closely with Product, Sales, Design, and the broader Figma marketing organization to align marketing efforts with company-wide goals.

• Identify and execute on strategic bets in a fast-moving market, demonstrating agility and a willingness to experiment and iterate.

• Champion the unique value proposition of Figma Weave to creative professionals, translating complex AI capabilities into accessible and inspiring marketing content.

📝 Enhancement Note: The responsibilities highlight a dual focus on strategic brand positioning ("vision and narrative," "bold, memorable, culturally-tuned marketing") and operational execution ("build and run the growth engine," "measured and accountable dollar for dollar," "Set marketing strategy and execute against it directly," "deploy significant marketing budgets," "measurable, ROI-positive impact"). This requires a candidate who can not only strategize but also roll up their sleeves and drive execution, a common trait in effective Revenue Operations and GTM leaders.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a Bachelor's or Master's degree in Marketing, Business, Communications, or a related field is typically expected for executive leadership roles.

Experience: Minimum of 10+ years of progressive experience in marketing leadership roles, with a strong emphasis on building brands and driving growth within high-growth software, SaaS, or consumer-tech companies.

Required Skills:

• Proven executive marketing leadership experience, with a demonstrated track record of building brands and driving significant growth.

• Exceptional strategic thinking and operational execution capabilities; ability to set vision and personally deliver results.

• Strong storytelling and creative marketing instincts, coupled with a rigorous, data-driven approach to performance measurement and ROI analysis.

• Extensive experience in managing and deploying substantial marketing budgets, with a clear history of achieving positive ROI on brand awareness initiatives.

• Deep understanding of full-funnel marketing strategies, from top-of-funnel awareness to bottom-of-funnel conversion and revenue generation.

• Proficiency in performance marketing, analytics, and leveraging data to inform strategic decisions and optimize campaigns.

• Excellent leadership and team-building skills, with experience managing and mentoring senior marketing professionals.

• Ability to thrive in ambiguous, fast-paced, and category-defining markets. Preferred Skills:

• Experience building and leading teams in environments characterized by rapid change and ambiguity.

• Genuine passion for creative tools, design, and the evolving landscape of Artificial Intelligence.

• Familiarity with generative media, AI-native tooling, and the creative professional audience.

• Experience in product marketing and understanding of the product development lifecycle.

• Cross-functional collaboration expertise, working effectively with Product, Sales, and Design.

📝 Enhancement Note: The "10+ years" experience level, combined with the requirement to be both a "strategist and operator," points towards a senior individual contributor or a leader of a small, high-impact team. The emphasis on "category-defining markets" and "ambiguity" suggests a need for someone comfortable with establishing new paradigms, a key aspect of GTM strategy.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrable case studies showcasing successful brand building initiatives, detailing strategy, execution, and measurable impact (e.g., awareness growth, sentiment shift).

• Evidence of driving full-funnel growth, including examples of demand generation campaigns, user acquisition strategies, and conversion rate optimization efforts with clear ROI attribution.

• Documentation of significant marketing budget management, including strategic allocation, performance tracking, and ROI justification for key investments.

• Examples of developing and executing marketing strategies in new or emerging markets, highlighting adaptability and innovation.

• Case studies illustrating effective cross-functional collaboration, particularly with product, sales, and design teams, leading to successful product launches or go-to-market strategies. Process Documentation:

• Workflow designs for end-to-end marketing campaign management, from ideation and strategy development to execution, measurement, and optimization.

• Methodologies for performance analysis and reporting, including how key marketing metrics are tracked, interpreted, and used to drive strategic decisions.

• Processes for budget allocation, tracking, and ROI analysis across various marketing channels and initiatives.

• Frameworks for developing and iterating on marketing narratives and brand positioning in dynamic market conditions.

📝 Enhancement Note: Given the strategic and operational nature of this role, a portfolio showcasing quantifiable results and a structured approach to marketing challenges is crucial. This aligns with the expectations for operations roles where process, measurement, and impact are paramount.

💵 Compensation & Benefits

Salary Range: $235,000 - $317,000 USD per year (Base Salary)

Benefits:

• Comprehensive health, dental, and vision insurance.

• Retirement benefits with company contributions.

• Generous parental leave and reproductive/family planning support.

• Mental health and wellness benefits.

• Paid time off (PTO), including flexible PTO for exempt employees and paid sick leave.

• Company recharge days.

• Cell phone and home internet reimbursements.

• Lifestyle spending accounts.

• Equity in Figma.

• Annual bonus plan for eligible non-sales roles.

• Sales incentive compensation for applicable roles.

Working Hours: 40 hours per week (standard full-time). While a standard workweek is outlined, the role's senior nature and the emphasis on "startup autonomy" and "operating fast" suggest a need for flexibility and dedication that may extend beyond these hours, especially during critical launch periods or strategic initiatives.

📝 Enhancement Note: The salary range provided is a base salary. The inclusion of equity, annual bonus, and sales incentives (if applicable) indicates a total compensation package that can significantly exceed the base. The benefits list is extensive, reflecting a comprehensive employee support system typical of well-established tech companies.

🎯 Team & Company Context

🏢 Company Culture

Industry: Software / Design Technology / AI

Company Size: Figma is a well-established, high-growth technology company, typically ranging from 500-1000 employees or more, indicating a robust organizational structure with opportunities for cross-functional collaboration and access to significant resources.

Founded: Figma was founded in 2012, positioning it as a mature, innovative company that has successfully navigated the tech landscape and established itself as a leader in its primary market. This history suggests a culture that values innovation, user-centricity, and long-term vision.

Team Structure:

• The Figma Weave marketing team is described as "small, senior, high-output," implying a lean and agile unit focused on impactful execution.

• This role operates with "startup autonomy" but also "the reach of Figma behind you," suggesting a hybrid model where the Weave team has significant independence within the larger Figma marketing organization.

• Close partnerships are expected with Product, Sales, and Design teams, emphasizing a highly collaborative, integrated GTM approach. Methodology:

• Data-Driven Decision Making: The role emphasizes being "deeply data- and performance-driven," setting and managing against metrics for both brand and full-funnel growth, with a focus on ROI.

• Strategic Execution: The requirement to be both "strategist and operator" indicates a hands-on approach where strategic visions are directly translated into actionable plans and implemented.

• Agile Marketing: Operating in a "fast-moving market" and making "bets" suggests a marketing methodology that embraces speed, experimentation, and iterative improvement.

Company Website: https://www.figma.com/

📝 Enhancement Note: The company culture at Figma is known for being collaborative, user-focused, and innovative. For the Figma Weave initiative, this likely translates to an environment that encourages bold ideas, rapid experimentation, and a strong sense of ownership, particularly for leadership roles.

📈 Career & Growth Analysis

Operations Career Level: This is a senior-level Director position, overseeing a critical new initiative within Figma. It represents a significant leadership opportunity with P&L responsibility for marketing investments and team building. The role is positioned to define a new market category, offering substantial strategic influence.

Reporting Structure: While not explicitly stated, a Director role of this magnitude would typically report to a VP of Marketing, Chief Marketing Officer (CMO), or potentially a General Manager for the Weave division, depending on the organizational structure.

Operations Impact: The Director will have a direct and measurable impact on Figma Weave's success by defining its market presence, driving user adoption, and generating revenue. Success in this role will be critical to the growth and strategic direction of Figma's AI initiatives, significantly influencing the company's expansion into new technological frontiers.

Growth Opportunities:

• Category Leadership: Opportunity to define and lead a new market category in AI-native creative tooling, establishing yourself as a thought leader.

• Team Building & Leadership: Build and scale a high-performing marketing team from the ground up, developing leadership and management skills.

• Strategic Influence: Play a pivotal role in shaping the future product strategy and market positioning of Figma's AI offerings.

• Broader Impact: Potential to leverage learnings and successes from Figma Weave to influence broader marketing strategies across Figma.

• Skill Development: Deepen expertise in cutting-edge AI technology marketing, generative media, and high-growth GTM strategies.

📝 Enhancement Note: The growth trajectory for this role is substantial, moving beyond standard marketing management to category creation and potentially influencing broader company strategy. The "Grow as you go" value mentioned in the job description indicates a company culture that supports professional development and learning within the role.

🌐 Work Environment

Office Type: The role can be based out of Figma's NYC hub, suggesting a modern, collaborative office environment designed for creative and technical professionals. Alternatively, it can be held remotely, indicating a company that supports distributed workforces.

Office Location(s): New York, NY. Specific details about the office facilities (e.g., amenities, collaborative spaces) are not provided but can be inferred to be typical of a leading tech company in a major urban center.

Workspace Context:

• Collaborative Environment: For those in the NYC hub, expect a dynamic workspace that encourages interaction with design, product, and sales teams, fostering a culture of co-creation and shared problem-solving.

• Technology & Tools: Access to Figma's robust internal technology stack and resources to support marketing operations, data analysis, and campaign execution.

• Team Interaction: Opportunities for regular team meetings, brainstorming sessions, and cross-functional project work, whether in-person or virtually, to drive initiatives forward.

Work Schedule: Standard 40-hour workweek, but the role's strategic importance and the dynamic nature of the AI market suggest a need for flexibility and commitment, particularly during critical campaign launches or strategic planning phases. The emphasis on "moving fast" implies an environment that values productivity and results over strict adherence to hours.

📝 Enhancement Note: The hybrid nature of this role (NYC hub or remote) offers flexibility. For those working remotely, establishing strong communication and collaboration practices will be key to integrating with the team and the broader organization.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a conversation with a recruiter to assess foundational fit, experience, and alignment with company values and role requirements.

• Hiring Manager Interview: In-depth discussion with the hiring manager (likely VP Marketing or similar) to evaluate strategic thinking, leadership capabilities, and operational approach. Expect questions on past campaign successes, team management, and market strategy.

• Cross-Functional Interviews: Meetings with key stakeholders from Product, Sales, and Design to assess collaboration skills, understanding of GTM alignment, and ability to integrate marketing efforts.

• Case Study/Presentation: A common step for senior marketing roles. Candidates may be asked to present on a past campaign, develop a strategic plan for Figma Weave, or analyze a specific marketing challenge. This is where portfolio elements will be crucial.

• Executive/Final Interview: Potentially a conversation with a more senior executive to ensure alignment with overall company vision and culture.

Portfolio Review Tips:

• Quantifiable Impact: Showcase specific, measurable results for all initiatives presented. Use metrics such as ARR/MRR growth, user acquisition cost (CAC), customer lifetime value (CLTV), brand awareness lift, market share gains, and ROI.

• Strategic Narrative: For each case study, clearly articulate the business problem, your strategic approach, the marketing tactics employed, and the outcomes achieved. Tell a compelling story that highlights your thought process.

• Budget Management: Include examples demonstrating responsible and effective management of significant marketing budgets, detailing how funds were allocated and how ROI was tracked.

• Data & Analytics: Showcase your ability to leverage data for decision-making. Include examples of A/B testing, performance analysis, and how data insights informed strategy adjustments.

• Category Creation Experience: If applicable, highlight any experience in defining or entering new markets, demonstrating your ability to build momentum from the ground up.

• Team Leadership: If managing a team, provide examples of how you've hired, mentored, and developed talent to achieve marketing objectives.

Challenge Preparation:

• Market Analysis: Be prepared to discuss the current AI-native creative tooling landscape, key competitors, and potential market opportunities for Figma Weave.

• Strategic Vision: Articulate your vision for Figma Weave's marketing, including target audience, key messaging, channel strategy, and growth levers.

• Operational Plan: Outline how you would structure the marketing team, manage budgets, and measure success in the first 90-180 days.

• Problem-Solving: Prepare for hypothetical scenarios related to market entry challenges, competitive responses, or budget constraints.

📝 Enhancement Note: The emphasis on "startup autonomy" and "category-defining markets" means interviewers will be looking for evidence of initiative, strategic foresight, and the ability to execute effectively with limited pre-defined structures. A strong portfolio demonstrating hands-on operational success and strategic leadership is critical.

🛠 Tools & Technology Stack

Primary Tools:

• Marketing Automation Platforms (MAPs): Experience with platforms like HubSpot, Marketo, Pardot, or similar for campaign execution, lead nurturing, and email marketing.

• CRM Systems: Proficiency with Salesforce, HubSpot CRM, or similar for managing customer data, sales pipelines, and tracking customer interactions.

• Analytics & Reporting Tools: Expertise in Google Analytics, Adobe Analytics, Mixpanel, Amplitude, or similar for website traffic, user behavior, and campaign performance analysis.

• Business Intelligence (BI) Tools: Familiarity with tools like Tableau, Power BI, Looker, or similar for creating dashboards, visualizing data, and generating reports.

• Project Management Software: Experience with tools like Asana, Jira, Trello, Monday.com, or similar for managing marketing projects, workflows, and team tasks.

• Content Management Systems (CMS): Familiarity with platforms like WordPress, Contentful, or similar for managing website content and marketing collateral.

Analytics & Reporting:

• Web Analytics: Google Analytics, Adobe Analytics.

• Product Analytics: Mixpanel, Amplitude, Heap.

• BI & Dashboarding: Tableau, Looker, Power BI.

• Attribution Modeling Tools: Understanding of various attribution models and tools to measure marketing effectiveness across the funnel.

CRM & Automation:

• CRM: Salesforce (highly probable for B2B/SaaS), HubSpot CRM.

• Marketing Automation: Marketo, HubSpot, Pardot.

• Integration Tools: Experience with tools like Zapier, Workato, or custom API integrations to connect various marketing and sales systems.

📝 Enhancement Note: While specific tools aren't listed, a Director of Marketing in a high-growth tech company is expected to be proficient with a broad range of MarTech and SalesTech tools, particularly those focused on automation, analytics, CRM, and campaign management. The ability to integrate these systems and leverage data for actionable insights is paramount.

👥 Team Culture & Values

Operations Values:

• Grow as you go: Encourages continuous learning, skill development, and embracing new challenges. For this role, it means staying ahead of AI trends and adapting marketing strategies accordingly.

• Data-driven: Emphasizes making decisions based on evidence and measurable outcomes. This role must champion a data-first approach to marketing strategy and execution.

• Collaboration: Fosters teamwork and cross-functional partnerships. Success will depend on strong relationships with Product, Sales, and Design.

• User-centricity: A core value at Figma, meaning all efforts should be focused on understanding and serving the needs of creative professionals.

• Ambition & Boldness: Encourages taking calculated risks and aiming for significant impact, aligning with the goal of defining a new market category.

Collaboration Style:

• Cross-functional Integration: The role requires seamless collaboration with Product to understand roadmaps and translate features into marketing narratives, with Sales to align on demand generation and lead follow-up, and with Design to ensure brand consistency and creative excellence.

• Feedback Culture: An environment where constructive feedback is encouraged and utilized to refine strategies, campaigns, and team performance.

• Knowledge Sharing: Practices that facilitate the dissemination of insights, best practices, and learnings across the marketing team and relevant departments.

📝 Enhancement Note: The "Grow as you go" value is particularly relevant for a role in a rapidly evolving field like AI. Candidates should demonstrate a proactive approach to learning and a comfort with ambiguity.

⚡ Challenges & Growth Opportunities

Challenges:

• Defining a New Category: Establishing Figma Weave as a leader in the AI-native creative tooling space requires significant market education and differentiation.

• Rapidly Evolving AI Landscape: Keeping pace with the fast-changing AI technology and generative media trends necessitates continuous learning and strategic agility.

• Balancing Brand Building with Performance: Effectively integrating top-of-funnel brand awareness initiatives with bottom-of-funnel, ROI-driven growth strategies.

• Team Building in Ambiguity: Hiring and leading a high-output team in a new, potentially ambiguous market segment requires strong leadership and clear vision.

• Budget Optimization: Maximizing the impact of significant marketing budgets in a competitive and dynamic market.

Learning & Development Opportunities:

• AI & Generative Media Expertise: Becoming a leading voice and strategist in the emerging field of AI-powered creative tools.

• Category Creation: Gaining invaluable experience in defining and launching new market categories.

• Leadership Development: Honing leadership skills by building and managing a high-performing team in a growth-stage environment.

• Strategic Impact: Direct influence on a key strategic initiative for a major tech company, with potential for significant career advancement.

• Industry Engagement: Opportunities to engage with the creative and AI communities, attend industry events, and contribute to thought leadership.

📝 Enhancement Note: The challenges presented are significant but also represent substantial opportunities for professional growth and impact. Candidates should be prepared to discuss how they would approach these challenges and leverage them for development.

💡 Interview Preparation

Strategy Questions:

• "Describe your vision for marketing AI-native creative tooling. What are the biggest opportunities and challenges in this space?" (Preparation: Research current AI creative tools, identify market gaps, articulate a compelling narrative for Figma Weave.)

• "How would you build a high-output marketing team from scratch in a fast-moving, ambiguous market?" (Preparation: Discuss hiring strategies, team structure, performance management, and fostering a culture of agility and accountability.)

• "Walk us through a time you successfully launched a new product or category. What was your strategy, how did you measure success, and what was the ROI?" (Preparation: Prepare a detailed case study focusing on strategy, execution, metrics, and financial impact. Highlight your role as both strategist and operator.)

• "How do you balance building brand awareness with driving direct, measurable revenue growth? Provide an example." (Preparation: Discuss full-funnel marketing frameworks, attribution models, and how you've integrated brand and performance marketing efforts.) Company & Culture Questions:

• "What excites you about Figma's mission and the Figma Weave initiative specifically?" (Preparation: Research Figma's products, values, and recent news. Understand the vision behind Weave.)

• "How do you embody Figma's 'Grow as you go' value in your professional approach?" (Preparation: Provide examples of how you've learned new skills, adapted to change, and taken on new challenges.)

• "Describe your experience working with Product, Sales, and Design teams. How do you ensure alignment and effective collaboration?" (Preparation: Highlight your cross-functional communication and partnership skills, emphasizing a collaborative GTM approach.) Portfolio Presentation Strategy:

• Structured Narrative: Organize your portfolio by key initiatives or strategic areas (e.g., Brand Building, Demand Generation, Team Leadership). For each case study, clearly define the objective, your strategy, the execution, the results (quantified), and key learnings.

• Visual Storytelling: Use visuals (charts, graphs, campaign examples) to make your presentations engaging and easy to understand. Focus on demonstrating impact rather than just listing activities.

• ROI Focus: For every initiative, be prepared to discuss the financial impact, budget managed, and return on investment.

• Adaptability: Be ready to tailor your presentation or discussion based on the interviewer's specific interests or the direction of the conversation.

📝 Enhancement Note: The interview process will heavily scrutinize both strategic vision and operational execution. Be ready to demonstrate how you translate high-level goals into actionable plans and deliver measurable results, particularly in the context of a new, innovative product.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on the Greenhouse job board.

• Customize Your Resume: Tailor your resume to highlight experience in marketing leadership, brand building, growth marketing, budget management, and team leadership within high-growth tech environments. Use keywords from the job description and emphasize quantifiable achievements.

• Prepare Your Portfolio: Compile a concise and impactful portfolio that showcases your most relevant successes. Focus on case studies demonstrating strategic thinking, operational execution, data-driven decision-making, and measurable ROI, especially in new market introductions or category creation.

• Research Figma & Weave: Thoroughly understand Figma's product, mission, values, and the strategic importance of the Figma Weave initiative. Familiarize yourself with their market position and target audience.

• Practice Your Narrative: Rehearse your responses to common interview questions, focusing on storytelling that highlights your leadership, strategic capabilities, and operational acumen. Be prepared to walk through your portfolio with confidence and clarity.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.