Figma

Summary

I led growth marketing for FigJam, driving expansion beyond designers to product managers, researchers, and engineers. I built the strategy for FigJam templates, Figma’s top organic sign-up funnel, and partnered with sales to showcase top customer use cases through educational content. I also worked closely with product on PLG experiments that improved week 1 retention, optimizing the onboarding experience to deepen user engagement.

Programs

• FigJam templates
• FigJam customers
• FigJam web presence
• FigJam for iPad
• FigJam AI

Technologies Used

Challenges & Solutions

• Differentiating in a saturated whiteboard market: Positioned FigJam as the best ideation platform for product development teams, focusing on its deep integration with figma and unique features designed for structured collaboration beyond general whiteboarding.
• Leveraging Figma’s brand & designer advocacy: Turned Figma’s strong brand perception into an asset, using designers as advocates to introduce figjam to product managers, engineers, and researchers through cross-sell campaigns and in-product prompts.
• FigJam Top of Funnel: Developed a distinct top-of-funnel strategy and audience segmentation, ensuring FigJam’s growth wasn’t overshadowed by Figma’s core design tools while still benefiting from shared brand equity.
• Balancing self-serve and sales motions: Partnered with sales to highlight high-impact customer use cases, creating educational content that bridged product-led growth with enterprise adoption.

Results

• Expanded top-of-funnel growth by launching FigJam templates as an organic acquisition channel, driving a 40% increase in non-designer (Product Managers & Engineers) sign-ups.
• Improved Week 1 retention through PLG experiments, including onboarding optimizations and in-product nudges, leading to a 25% lift in activation rates for new FigJam users.
• Grew FigJam Pro adoption among non-designers by implementing lifecycle nurture campaigns, increasing paid professional seat expansion by 30%.
• Drove cross-sell from Figma to FigJam by leveraging Figma’s designer advocates, resulting in a 35% increase in FigJam adoption through affiliate and referrals.