Principal Product Marketing Manager, Firefly

Adobe is a leading company in creative software solutions, and they are seeking a Principal Product Marketing Manager for their AI-first creative studio, Firefly. This role involves defining the product's value for professional creatives, leading a team, and developing marketing strategies to drive adoption and engagement.

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

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