Principal Product Marketing Manager, Firefly

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.

- 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

- 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

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 $145,400 -- $261,150 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 $180,300 - $261,150 In Washington, the pay range for this position is $165,600 - $239,725