The Challenge
Figma is launching across Latin America and needs you to build the marketing playbook from scratch. You'll own regional demand generation, field marketing, and brand awareness-reporting to a global team but acting as the first marketing leader in LATAM.
Your Mission
Map regional buyer personas and localize 3-5 core campaign pillars (Portuguese & Spanish) aligned with global DemandGen strategy
Hire and onboard full-time marketing contractor; establish agency relationships for PR and events
Launch first 2 field marketing initiatives (webinars, local events, or partnerships) targeting Brazil and Mexico
Establish tracking framework for sign-ups, pipeline (SAO/PG), and marketing spend against budget
Execute regionally-adapted content and digital marketing strategy driving measurable sign-ups and lead generation
Build 2-3 strategic sales partnerships with regional sales leadership; define co-marketing plays for net-new and expansion
Scale field marketing across LATAM with 5+ localized initiatives delivering positive ROI
Present quarterly performance dashboard showing pipeline contribution, CAC, and brand awareness lift vs. regional benchmarks
KPIs You'll Own
Regional Sign-ups
Monthly new user registrations from LATAM campaigns, segmented by country and channel.
Pipeline Generated (SAO + PG)
Sales-accepted and pipeline-generated opportunities attributed to marketing programs.
Marketing Spend ROI
Revenue influenced vs. total marketing budget; track by campaign and channel.
Brand Awareness (Regional)
Reach, engagement, and sentiment across digital channels; benchmark vs. prior quarter.
Field Marketing Conversion
Attendees to leads to opportunities ratio; measure engagement quality and follow-up success.
Tools & Stack
Your Team
Your Manager
International Marketing Leadership (global team)
Current Team
Solo regional hire; will build contractor and agency support
You're hiring 1 full-time contractor and engaging agency partners for PR, comms, and events
The Package
Salary
$120K-$160K base
Remote
On-site (São Paulo hub required); full-time
Benefits & Perks
Company Intelligence
Figma is the leading collaborative design platform trusted by teams worldwide to build products faster. The company empowers designers, developers, and product teams to work together in real-time, from brainstorming through production. With $400M+ in funding and 1000+ headcount, Figma is aggressively expanding into new markets.
Team Size
1000+
Funding
$400M+
Customers
Enterprise and mid-market design and product teams globally
Culture
Creatives, builders, and collaborators; mission-driven around democratizing design
Is This Role For You?
- You've built regional marketing strategies in 2+ Latin American countries (Brazil, Mexico, Colombia required)
- You're fluent in Portuguese and Spanish-not just conversational
- You've owned demand generation and field marketing budgets; you know how to track pipeline and measure ROI
- You thrive building from zero: no marketing infrastructure in LATAM means you set the playbook
- You have hands-on experience with SaaS GTM and can move fast in a scaling org
- You need remote flexibility; this role is on-site in São Paulo
- Your background is primarily brand/corporate marketing-this needs demand gen chops and sales alignment
- You don't have deep, recent LATAM market experience; local nuance matters
Interview Process
Screening call
Recruiter confirms LATAM experience, language fluency, and general fit
Marketing case study
You present a regional GTM or demand gen strategy you've built; interviewer is International Marketing lead
Manager conversation
International Marketing Director digs into leadership style, sales partnership, and how you'd localize global campaigns
Cross-functional panel
Meet Sales leadership and Global DemandGen to discuss alignment and execution
Final conversation
Hiring manager deep-dive; discuss compensation and start date
Ready when you are
Interested in this role?
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Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.