In Depth How to build a beloved tech brand | Sheila Joglekar Vashee (CMO, Figma)
35 snips
Jun 4, 2026 
Sheila Joglekar Vashee, CMO of Figma and former Dropbox marketing leader, shares how to run marketing as a portfolio of moonshots and why creativity still matters. Short takes cover scaling taste across an organization, keeping community front and center, avoiding cross-team goal dysfunction, and how marketing should balance bold bets with core fundamentals in the AI era.
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Marketing Is The Coherence Engine
- Marketing must stitch product, revenue, users and community into one coherent story.
- Sheila says marketing is the only team that sits across all touchpoints and must ensure they all speak to each other authentically.
Goal The End Outcome Not Stages
- Goal everyone on the same end metric rather than different stage-specific targets.
- Sheila warns separate goals for marketing and sales create dysfunction; instead define end goal and each team's input impact.
Figma Brought Non Designers Into Design
- Figma expanded the definition of design to include non-designers through product and a marketing push.
- They launched Figma Make, held events, thought leadership and Times Square moments to bring PMs and engineers into the design conversation.