Principal Product Marketing Manager

About This Role

Performance marketing teams are drowning in data. They know which campaigns work and which audiences convert, but the gap between insight and action is massive. They generate a variant, test it, get approval, publish it, and by then the market has moved!

GenStudio for Performance Marketing collapses that gap: insights to live ads in minutes, tested at scale, iterated on real performance data.

As a Principal Product Marketing Manager, you'll own how we position this product to buyers. You'll drive strategy, shape how we enter new markets, own the messaging that resonates with heads of growth, and work directly with sales, product, and exec leadership. You'll report to the Director of PMM and collaborate directly with your VP and SVP. . The stakes are real: we're still proving out which customer segments feel this pain most acutely, and the market is moving fast.

What You'll Do

Positioning & Messaging (30%)

• Own the competitive positioning framework for your assigned customer segment or use case
• Develop and stress-test messaging around how we help performance marketers close the gap between insight and action
• Create the narrative that connects product capability to business outcome, including why collapsing production cycles drives ROAS
• Partner with Product and Design to ensure we're solving the right insight-to-action problems, not building features that sound good but don't matter
• Conduct win/loss analysis and competitive intelligence to sharpen our differentiation

Customer Segmentation & ICP Work (25%)

• Contribute to refinement of our ICP and buying committee frameworks
• Define customer success metrics, and what "activated" looks like in practice
• Help Sales understand which performance marketers feel the insight-to-action gap most acutely, and why
• Validate assumptions about customer pain through interviews and data
• Build the customer stories and use cases that show insight flowing directly into action

Sales Enablement & GTM (25%)

• Build and maintain sales collateral, pitch decks, and customer battle cards for your segment
• Run training sessions and QBRs so Sales understands positioning deeply enough to improvise and adapt
• Support high-stakes enterprise deals with tailored messaging and strategic positioning
• Identify gaps in what Sales needs and own closing them

Go-to-Market Execution (20%)

• Implement focused campaigns
• Align messaging across email, web, events, social, and product touchpoints
• Partner with field marketing and BDRs on segment-specific motions
• Measure and report on pipeline impact and positioning effectiveness

What We're Looking For

It’s not necessary to meet every item listed below. If you meet most of these and the mission resonates, we want to hear from you!

Experience

• 12+ years in B2B product marketing, with at least 10 years driving positioning, messaging, and GTM strategy (not just campaign execution) [confirm total-years floor with HM]
• Proven ability to influence product direction based on market signals
• Track record of shipping positioning that moved the needle, with specific deals won or pipeline lifted
• Experience working in or adjacent to marketing technology, performance marketing tools, or B2B SaaS
• Comfort with data: you read dashboards, test messaging, and decide based on evidence, not intuition

How you Operate

• Intellectual honesty. You can articulate hard truths about product-market fit, customer concentration, and competitive threats. You don't spin; you solve.
• Direct communication. You write clearly, present crisply, and give straightforward feedback. No corporate jargon.
• Strategic flexibility. You can zoom from competitive battlecards to SVP-level business strategy and back.
• Customer empathy with skepticism. You care about solving customer problems, but you don't accept feedback uncritically. You triangulate.
• Cross-functional partnership. You work closely with Product, Sales, and Design. You build trust, not silos.
• Comfort with ambiguity. We're still answering fundamental questions about our ICP, positioning, and go-to-market model.
• Background in performance marketing, digital advertising, or analytics

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.

Adobe aims to make our Careers website and recruiting process accessible to any and all users. If you have a disability or special need that requires accommodation to navigate our website or complete the application process, email [email protected] or call +1 408-536-3015. 

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 and where it’s restricted during live interviews. See how we think about AI in the hiring experience.

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

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.

State-Specific Notices:

California:

Fair Chance Ordinances

Adobe will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and “fair chance” ordinances.

Colorado:

Application Window Notice

If this role is open to hiring in Colorado (as listed on the job posting), the application window will remain open until at least the date and time stated above in Pacific Time, in compliance with Colorado pay transparency regulations. If this role does not have Colorado listed as a hiring location, no specific application window applies, and the posting may close at any time based on hiring needs.

Massachusetts:

Massachusetts Legal Notice

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.