Principal Product Marketing Manager, Firefly

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, disabil

Salary

145,400 – 261,150 per year