Job Description

About Figure
Figure (NASDAQ: FIGR) is transforming capital markets through blockchain. We're proving that blockchain isn't just theory - it's powering real products used by hundreds of thousands of consumers and institutions.
By combining blockchain's transparency and efficiency with AI-driven automation, we've reimagined how loans are originated, funded, and traded in secondary markets. From faster processing times to lower costs and reduced bias, our technology is helping borrowers, investors, and financial institutions achieve better outcomes.
Together with our 170+ partners, we've originated over $17 billion in home equity loans (HELOCs) on our blockchain-native platform, making Figure the largest non-bank provider of home equity financing in the U.S. Figure's ecosystem also includes YLDS, an SEC-registered yield-bearing stablecoin that operates as a tokenized money market fund, and several other products and platforms that are reshaping consumer finance and capital markets.
We're proud to be recognized as one of and .
About the Role
As a Lead or Principal Product Marketing Manager at Figure, you will be the strategic and hands-on leader responsible for positioning, messaging, and go-to-market execution across our growing suite of financial products. This includes our flagship HELOC offering, mortgage solutions, and our innovative crypto products such as Democratized Prime and Figure Exchange.
This is a high-impact, cross-functional role that collaborates closely with Product, Partnerships and Sales, Growth, and Communications to drive awareness, enablement, and adoption in both B2B and direct-to-consumer markets. You'll be the go-to authority for shaping how we launch products, craft narratives, and empower internal teams and partners to tell compelling, differentiated stories in the market. The role requires fluency across multiple audiences and business models, blending creative storytelling with analytical precision. This position reports to the VP of Marketing.
What You'll Do

• Develop clear, differentiated, and value-driven messaging across Figure's product portfolio, including mortgage, HELOC, and crypto-backed offerings
• Create tailored messaging frameworks for diverse audiences such as homeowners, mortgage partners, financial advisors, and institutional investors
• Ensure consistency and alignment of messaging across all channels and materials, including web content, sales collateral, partner portals, PR, investor decks, and social media
• Define and execute comprehensive go-to-market plans for new product launches and feature releases across HELOC, mortgage, and crypto product lines
• Lead cross-functional launch execution, including enablement decks, one-pagers, FAQs, demos, landing pages, and release notes
• Collaborate with Product to manage a transparent release calendar and track success metrics such as activation, adoption, and engagement
• Drive awareness and positioning of Figure's crypto products-including Crypto-Backed Loans, Democratized Prime, and Figure Exchange-across both DTC and B2B markets
• Develop educational and thought leadership content that simplifies complex topics and highlights customer value, such as rate advantages, speed, and blockchain efficiency
• Create compelling partner and sales enablement materials, including case studies, sales decks, onboarding playbooks, demo scripts, ROI calculators, and talk tracks
• Collaborate with partners such as IMBs, credit unions, and fintechs to author success stories and drive new business opportunities
• Conduct ongoing market and competitive analysis to identify positioning opportunities, inform roadmap decisions, and strengthen Figure's product differentiation
• Work closely with GTM, Product, and Data teams to collect insights from customer segments and market behavior to guide product and marketing strategies

What We Look For

• 6+ years of product marketing experience with proven success in both B2B and direct-to-consumer environments
• Experience in fintech, financial services, or another regulated industry that requires collaboration with Legal and Compliance teams
• Hands-on experience marketing or building crypto or blockchain products
• Demonstrated ability to build, lead, or scale a product marketing function within a high-growth company
• Strong project management skills and comfort managing multiple priorities, timelines, and stakeholders (experience with Notion is a plus)
• Exceptional storytelling and communication skills with the ability to translate complex product features into clear, compelling narratives
• Experience conducting market research, customer interviews, and competitive analysis
• Comfort working in a fast-paced, evolving environment with ambiguity and change
• Familiarity with modern marketing tools, analytics platforms, and data-driven decision-making

Salary

• Compensation Range: $144,000 - $180,000/yr
• 25% annual bonus target, paid quarterly
• Equity stock options package
• This is the compensation range for the United States, actual compensation may vary based on individual candidate experience, location, or evolving business needs

Benefits

• Comprehensive health, vision, and dental insurance with 100% employer-paid premiums for employees and their dependents on select plans
• Company HSA, FSA, Dependent Care, 401k, and commuter benefits
• Employer-funded life and disability insurance coverage
• 11 Observed Holidays & PTO plan
• Up to 12 weeks paid family leave
• Continuing education reimbursement

Depending on your residential location certain laws might regulate the way Figure manages applicant data. California Residents, please review our and for further information. By submitting your application, you are agreeing and acknowledging that you have read and understand the above notice.
Figure will not sponsor work visas for this position. In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification form upon hire.
#LI-SB1 #LI-Hybrid

Skills Required