Principal Product Marketing Manager, Firefly

About this role

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.
What you'll do
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

What you'll need to succeed
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

About Adobe

Adobe empowers everyone to create through innovative platforms and tools that unleash creativity, productivity and personalized customer experiences. Adobe’s industry-leading offerings including Adobe Acrobat Studio, Adobe Express, Adobe Firefly, Creative Cloud, Adobe Experience Platform, Adobe Experience Manager, and GenStudio enable people and businesses to turn ideas into impact, powered by AI and driven by human ingenuity.
Our 30,000+ employees worldwide are creating the future and raising the bar as we drive the next decade of growth. We’re on a mission to hire the very best and believe in creating a company culture where all employees are empowered to make an impact. At Adobe, we believe that great ideas can come from anywhere in the organization. The next big idea could be yours.

Let’s Adobe together
At Adobe, we believe in creating a company culture where all employees are empowered to make an impact. Learn more about Adobe life, including our values and culture, focus on people, purpose and community, Adobe for All, comprehensive benefits programs, the stories we tell, the customers we serve, and how you can help us advance our mission of empowering everyone to create.
Adobe is proud to be an Equal Employment Opportunity employer. We do not discriminate based on gender, race or color, ethnicity or national origin, age, disability, religion, sexual orientation, gender identity or expression, veteran status, or any other protected characteristic. Learn more.
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AI Use Guidelines for Interviews:
Our interviews are designed to reflect your own skills and thinking. The use of AI or recording tools during live interviews is not permitted unless explicitly invited by the interviewer or approved in advance as part of a reasonable accommodation. If these tools are used inappropriately or in a way that misrepresents your work, your application may not move forward in the process.
At Adobe, we empower employees to innovate with AI — and we look for candidates eager to do the same. As part of the hiring experience, we provide clear guidance on where AI is encouraged during the process…