Principal Product Marketing Manager

Role Description

Adobe Firefly is Adobe’s AI-first creative studio, and this role sits at the center of it. As a Principal Product Marketing Manager for Firefly for creative professionals, you'll define what Firefly means for professional designers, video editors, photographers, and other professional creatives:

• How it fits into the tools they already use
• What value it unlocks
• How we tell that story in ways that drive real adoption

You'll build and lead a small team of PMMs and own strategy and execution in equal measure, working across product, marketing, and go-to-market teams to connect Firefly's capabilities to the moments that matter most for creative pros.

What you'll do:

• Own positioning, messaging, and value propositions for Firefly with creative professional segments — translating complex AI capabilities into clear, compelling customer value
• Partner with inbound PMM teams to translate customer insights and use cases into outbound Firefly marketing strategy for Creative Cloud desktop app users, including integration with existing workflows and AI-native evolution of Creative Cloud desktop apps
• Own marketing strategy for Firefly for creative professionals — from awareness and discovery through usage and retention — in close partnership with channel owners and cross-functional marketing teams
• Own and orchestrate unified launch plans; write creative briefs and maintain a critical eye on channel execution across social, Adobe.com, email, and paid
• Develop and own post-launch optimization strategies informed by usage data — identifying where customers are in their Firefly journey and what interventions accelerate adoption
• Contribute to the PMM perspective on Firefly's business performance, connecting marketing strategy to adoption and engagement outcomes
• Partner with cross-functional teams to ensure messaging is coherent end to end, across broad product surface area and strategic partnerships
• Enable GTM and marketing teams to understand, articulate, and amplify Firefly's value
• Influence the roadmap using customer insight and market analysis — champion the customer's needs within the product process

Qualifications

• 8+ years of experience in product marketing, marketing, or a related field driving strategy and execution for innovative products
• Passion for new technologies, creative products, and the creative industry, with deep knowledge of the GenAI landscape
• End-to-end PMM skills: positioning, messaging, launch, and post-launch optimization
• Proven ability to develop compelling, evergreen product positioning that translates technical capability into customer value and drives engagement and adoption
• Experience launching AI or technically complex products, with an ability to differentiate in a fast-evolving competitive space
• Strong product instincts — you engage meaningfully with roadmaps and advocate for the customer throughout the product lifecycle
• Ability to toggle between high-level strategy and hands-on execution in a fast-paced, cross-functional environment
• Ability to thrive in ambiguity and rapidly evolving environments, with a bias for action and problem solving
• Data-driven and insight-led, with genuine customer curiosity — you dig into research and talk directly with users
• Strong POV — you bring a clear perspective, push back when it matters, and operate effectively within a large and complex organization
• Exceptional communication and storytelling skills, with executive presence and the ability to craft narratives that resonate across audiences
• Ability to mentor and help develop more junior team members

Benefits

• Comprehensive benefits programs
• Long-term incentives in the form of a new hire equity award for certain roles

Company Description

Adobe empowers everyone to create through innovative platforms and tools that unleash creativity, productivity, and personalized customer experiences. Adobe’s industry-leading offerings include:

• Adobe Acrobat Studio
• Adobe Express
• Adobe Firefly
• Creative Cloud
• Adobe Experience Platform
• Adobe Experience Manager
• GenStudio

Our 30,000+ employees worldwide are creating the future and raising the bar as we drive the next decade of growth. We’re on a mission to hire the very best and believe in creating a company culture where all employees are empowered to make an impact.