This is a greenfield opportunity. Government, public sector, and regulated industries - financial services, healthcare, legal, and other compliance driven markets globally - represent one of Acrobat's largest untapped growth opportunities.
You'll own the global go-to-market strategy for these segments: developing positioning and messaging, building sales enablement infrastructure, influencing the product roadmap, and creating the GTM playbook that scales. You'll partner with sales, product, engineering, and field marketing to shape how Acrobat competes and wins in high-trust, enterprise environments.
If you've built GTM from scratch in any complex enterprise market - and you bring the commercial instincts, the messaging craft, and the drive to create something that lasts - we want to talk to you.
What You'll Do- Own global positioning and messaging for Government, Public Sector, Financial Services, Healthcare, Legal, and other regulated industries for Acrobat.
- Build differentiated value propositions that translate complex enterprise capabilities into clear, compelling business outcomes for technical and business buyers alike.
- Learn and apply the enterprise security and compliance landscape relevant to your markets - including concepts like data governance, cloud architecture, and frameworks such as FedRAMP, SOC 2, and HIPAA - and use that knowledge to make messaging credible and defensible.
- Create the foundational messaging architecture - positioning frameworks, narrative structures, proof point systems - that field teams, campaigns, and content can build from.
- Align industry messaging to the broader enterprise product marketing strategy and B2B go-to-market motion.
Lead Go-To-Market Strategy - Build go-to-market strategy for regulated market segments from the ground up - defining the approach, sequencing the plays, and creating the execution infrastructure.
- Identify and prioritize target buyer personas - CIO, CISO, VP of IT, Compliance, Procurement - and develop audience-specific messaging and content strategies.
- Partner with regional and field marketing teams to activate industry campaigns and demand generation programs globally.
- Define targets and success metrics; use win/loss analysis, competitive intelligence, and market research to continuously refine positioning and GTM execution.
Be a True Partner to Sales - Build industry-specific sales enablement programs from the ground up: sales plays, battlecards, messaging guides, competitive tools, and objection-handling frameworks.
- Support complex RFP and enterprise procurement processes with targeted, credible enablement materials that help sellers win.
- Understand the real blockers in regulated and enterprise deals long buying cycles, multi-stakeholder buying committees, security reviews - and create content that removes them.
Partner with Product & Engineering - Represent customer and market needs in product roadmap discussions, influencing prioritization based on customer insight, competitive dynamics, and pipeline impact.
- Build working knowledge of the enterprise security and compliance capabilities buyers care about - and use that knowledge to ask sharp questions in roadmap conversations and keep product claims accurate and defensible.
- Identify product gaps that could impact pipeline or credibility in regulated deals and make the case for prioritization with Product and Engineering partners.
Drive Market & Competitive Intelligence - Stay current on the markets you own - including buyer trends, competitive shifts, and the regulatory or policy dynamics that shape how customers evaluate and buy.
- Conduct win/loss analysis and synthesize customer insight to continuously sharpen positioning and GTM strategy.
- Identify and respond to competitive positioning - especially in complex, trust driven enterprise deals - with counter-messaging and differentiated narratives.
What We're Looking For - 10+ years of experience in product marketing, industry marketing, or enterprise SaaS go-to-market roles.
- Demonstrated track record of building GTM strategy, positioning, and sales enablement in new, underdeveloped, or greenfield market segments - you've made something from nothing.
- Exceptional positioning and messaging skills for complex, multi-stakeholder enterprise solutions - the ability to take something hard and make it clear.
- Strong sales enablement experience: battlecards, sales plays, competitive tools, and customer-facing content that accelerates pipeline and drives revenue.
- Experience partnering with Product and Engineering to influence roadmap prioritization based on customer insight and market intelligence.
- Track record of cross-functional collaboration and influence in matrixed organizations - working across sales, product, engineering, and field marketing without direct authority.
- Executive-level storytelling and communication skills; the ability to simplify a complex enterprise or market landscape for senior team members.
- Strong analytical instincts: comfortable using data, win/loss analysis, and market research to drive strategy and measure impact.
- Some familiarity with how regulated or compliance driven enterprise buyers think and buy - including personas like CISO, procurement leads, and compliance teams. You don't need to have spent your career here. You need to be able to learn it fast and earn credibility quickly.
- Prior experience in Government, Public Sector, Financial Services, Healthcare, Legal, or other regulated industries is a meaningful plus - not a requirement.
- BA/BS Degree preferred OR 10+ years of product marketing experience OR equivalent practical experience.
Expected Pay Range:Our compensation reflects the cost of labor across several U.S. geographic markets, and we pay differently based on those defined markets. The U.S. pay range for this position is $146,300 -- $275,050 annually. Pay within this range varies by work location and may also depend on job-related knowledge, skills, and experience. Your recruiter can share more about the specific salary range for the job location during the hiring process.
In California, the pay range for this position is $190,000 - $275,050In New York, the pay range for this position is $190,000 - $275,050
At Adobe, for sales roles starting salaries are expressed as total target compensation (TTC = base + commission), and short-term incentives are in the form of sales commission plans. Non-sales roles starting salaries are expressed as base salary and short-term incentives are in the form of the Annual Incentive Plan (AIP).
In addition, certain roles may be eligible for long-term incentives in the form of a new hire equity award.
