Theopportunity

Adobe Firefly isAdobeAI-first creative studio, and this role sits at the center of it. As a Principal Product Marketing Manager forFireflyfor creative professionals,you'lldefine what Firefly means forprofessional designers, video editors, photographers,and other professional creatives:how it fitsinto the tools they already use, what value it unlocks, and how wetellthat story in ways that drive real adoption.you'llbuild and lead a small team of PMMs andown strategy and execution in equal measure,working across product, marketing, and go-to-market teamsto connect Firefly's capabilities to the moments that matter most for creative pros.

Whatyou'lldo

• Own positioning, messaging, and value propositions for Firefly with creative professional segments translating complex AI capabilities into clear, compelling customer value

• Partner withinboundPMMteamstotranslate customer insights and use cases into outbound Firefly marketing strategy forCreative Cloud desktop app users, includingintegrationwith existing workflowsandAI-native evolution of Creative Cloud desktop apps

• Own marketingstrategy for Firefly for creativeprofessionalsfrom 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 andmaintaina critical eye on channel execution across social, Adobe.com, email, and paid

• Developand ownpost-launch optimization strategies informed by usage data identifyingwhere customers are in their Firefly journey and what interventions accelerate adoption

• Contributetothe PMM perspective on Firefly's business performance, connecting marketing strategy to adoption and engagement outcomes

• Partnerwith 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

Whatyou'llneed tosucceed

• 8+ years ofexperience in product marketing, marketing, or a related field driving strategy and execution for innovative products

• Passion fornew 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 valueand drives engagement and adoption

• Experience launchingAIortechnically 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 POVyou bring a clear perspective, push back when it matters, andoperateeffectively within a largeandcomplex organization

• Exceptional communication and storytelling skills, withexecutive presence andthe ability to craft narratives that resonate across audiences

• Ability to mentor and help develop more junior team members

Expected Pay Range:

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.