Principal Product Marketing Manager, Community & Culture

Adobe•San Francisco, CA

6d•$145,400 - $261,150

About The Position

The Opportunity Adobe has shaped the creative industry for decades. But with emerging creators, we should continuously evolve how we show up: more creator-native, culturally fluent, and embedded in the ecosystems shaping the future of creativity. We’re looking for a Principal Product Marketing Manager, Community & Culture to define and activate the cultural strategy that fuels our growth with creators and creative technologists. This is a high-impact role that will define and lead the global community and cultural marketing strategy for creators across next-generation Adobe products. You will build the creator community roadmap in close partnership with the Community team, shape cultural positioning, and ensure our presence across community, social, and influencer channels is strategically aligned and culturally resonant. You will translate cultural insight into measurable brand relevance, buzz, and creator adoption, while building the feedback loops that influence product strategy, go-to-market planning, and inbound PMM priorities.

Requirements

10+ years of experience in product marketing, community, cultural strategy, creator marketing, or related roles.
Exceptional strategic, analytical, and storytelling skills, with the ability to turn cultural and community insight into structured marketing strategy.
Strong creative judgment and credibility, with experience collaborating closely with designers, creators, and creative teams.
Deep understanding of social behaviors, network effects, and viral growth patterns, with the ability to partner with Product and PMM to translate product-led growth opportunities into community driven adoption.
Thrives in fast-moving, ambiguous environments, balancing scrappy execution with the ability to bring clarity through disciplined frameworks, playbooks, and plans.
Demonstrated ability to lead cross-functional initiatives and mentor junior team members.
Experience working within highly matrixed, global organizations and influencing senior team members.
BS Degree in Marketing, Business is preferred or 10+ years’ experience in Marketing or equivalent practical experience.
Deep understanding of how creative culture forms and how content travels across platforms globally.
Strong POV on AI, creative tools, and the evolving creator economy.

Responsibilities

Set a clear vision for creator community and cultural marketing, aligning strategy with Adobe’s broader product and growth goals.
Build and evolve the global community marketing roadmap for creators across next-gen Adobe offerings.
Identify priority creator segments, subcultures, affinities and emerging creative ecosystems that represent future growth opportunities.
Develop scalable frameworks that translate cultural trends and platform behaviors into strategic marketing activation.
Market & Cultural Intelligence Engage directly with creators and the broader creative AI ecosystem to surface insight, sentiment, and unmet needs.
Bring a forward-looking POV on where creative culture, AI, and the creator economy are headed—and where opportunities are emerging or underserved.
Synthesize market research, audience segmentation, and competitive analysis to identify strategic growth opportunities.
Convert fast-moving cultural signals and community intelligence into brand-relevant positioning, launch strategies, and actionable recommendations that inform product roadmap and customer experience.
Product Positioning & Messaging Define and communicate culturally resonant value propositions for Adobe’s creator-focused products and initiatives.
Craft messaging and narratives that shift perception from “legacy and complex” to creator-native, culturally fluent, and AI-forward.
Ensure consistency of positioning and messaging across social, influencer, community, and product marketing channels.
Go-to-Market Leadership Partner with product, other PMMs, and marketing leads to shape go-to-market strategies that break through with new-to-Adobe audiences through cultural marketing and community channels.
Ensure product launches reflect authentic creator insights and community sentiment.
Develop playbooks that regional and global teams can use to activate culturally-led growth strategies.
Driving Business Impact Through Cultural Relevance Define how community engagement drives measurable outcomes including brand relevance, buzz, creator acquisition, and conversion.
Develop and implement campaigns and programs that deliver measurable return on investment, using data and analytics to optimize performance.
Establish learning systems that scale what works and continuously refine positioning.
Cross-Functional Leadership & Influence Lead cross-functional alignment across social, influencer, product, research, and regional marketing teams.
Review briefs and creative direction emerging from community and influencer initiatives to ensure cultural alignment and strategic rigor.
Present strategies, insights, and recommendations to senior leadership to influence decision-making and investment priorities.
Act as a key liaison between marketing, product, and community teams to ensure seamless collaboration.