Principal Product Marketing Manager

Adobe•San Francisco, CA

About The Position

The opportunity 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, and 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.

Requirements

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

Responsibilities

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