Director, Channel Planning

Adobe•San Jose, CA

2d•$157,300 - $315,100•Onsite

About The Position

This role provides a rare chance to develop a new function as Adobe moves advertising operations in-house, replacing outside agencies with an AI-based engine. It requires working at the crossroads of strategy, data, and hands-on work, with real sway over global advertising for a Fortune 500 company. The team mission is to lead and develop the team that converts marketing strategy into media plans for Adobe's Global audience segments (Business Professionals, Creative Professionals, and Creators). Adobe is internalizing paid media execution and establishing a new "Channel Planning" function to connect strategy with practical execution.

Requirements

10+ years in digital advertising/media, with 5+ years leading media buying or campaign execution teams
Proven track record building new teams or functions from scratch
Strong hands-on knowledge of digital ad platforms and the technology used to target audiences and measure campaigns
Experience standardizing how a media team operates across multiple regions or markets
Excellent skill at influencing collaborators and managing change — this role will need agreement from multiple regional leaders
Self-starter, comfortable both setting direction and rolling up their sleeves

Nice To Haves

Experience working with Adobe's marketing and advertising tools specifically
Experience managing overseas or offshore execution teams
Experience across both business (B2B) and consumer advertising
Background connecting the planning side of advertising to the execution/buying side

Responsibilities

Build and manage a group of Channel Planners located in key regions (America, EMEA, APAC, Japan). These individuals bridge marketing strategy and the buying desk, guaranteeing global consistency in media planning while adapting to local nuance.
Own the "Adobe on Adobe" story, ensuring all regions are bringing to bear Adobe adtech, where it makes sense (GenPem, AEP, RTCDP, etc).
Take responsibility for the framework guiding this new team’s interaction with regional marketing leaders. Establish clear ways to handle critical issues, decision rights, and expectations. Schedule formal reviews every 3–6 months to ensure the approach is effective.
Collaborate with Adobe's media-buying team in India.
Drive smarter audience targeting and data-sharing across regions and campaigns, and manage partnerships with ad platforms (to unlock better rates, credits, and support).
In partnership with Ops, set standards for how campaigns are tagged, organized, and quality-checked before they become available.
Define how Adobe plans and accomplishes advertising campaigns for years to come, starting with paid social and growing from there.
Balance consistent global standards with the reality that every region has different pricing, language, and regulatory needs.