Principal Product Marketing Manager- Firefly & Gen AI Growth
Adobe
Our Company
Changing the world through digital experiences is what Adobe’s all about. We give everyone—from emerging artists to global brands—everything they need to design and deliver exceptional digital experiences! We’re passionate about empowering people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen.
We’re on a mission to hire the very best and are committed to creating exceptional employee experiences where everyone is respected and has access to equal opportunity. We realize that new ideas can come from everywhere in the organization, and we know the next big idea could be yours!
We are seeking a Head of Firefly & Gen AI Growth to operate as the engine responsible for driving massive user and revenue expansion for Firefly across all audiences - consumers, businesses, and developers. You will move beyond traditional marketing to own the complete growth strategy across the full user lifecycle: Acquisition (getting creators in), Activation (getting them to their "aha" moment quickly), Retention (making Firefly indispensable), and Monetization (converting users to paid subscribers).
This role requires a "founder attitude" - someone who thrives in ambiguity, possesses deep analytical rigor, and has a bias toward action. You will lead a high-velocity experimentation roadmap, unlocking novel growth loops and ensuring Firefly becomes the dominant generative AI platform for the next decade of creativity.
WHAT YOU WILL DO
Define the Global Growth Strategy: Architect the end-to-end growth strategy for Firefly.adobe.com and Firefly integrations, driving clarity on goals for new user discovery, acquisition, activation, and expansion.
Build the "Growth Engine": Lead a rigorous, disciplined experimentation program. Design and implement high-velocity multivariate tests to optimize funnels, pricing tiers, and user flows.
Influence Product-Led Growth (PLG): Identify and operationalize novel growth loops (e.g., viral sharing, referral mechanics, remixing workflows) that turn users into our strongest acquisition channel.
Unify the Data Story: Partner with analytics teams to build the essential systems for measurement. Translate complex datasets into actionable insights that influence leadership direction and product roadmap.
Cross-Functional Orchestration: Act as a "master disambiguator," aligning Engineering, Design, Product, and Marketing teams around shared growth targets. Remove obstacles to ensure rapid execution from proof-of-concept to global scale.
Executive Influence: Distill complex growth dynamics into clear narratives for senior executives. Present the vision to generate enthusiasm and drive resource advocacy across the organization.
WHAT YOU NEED TO SUCCEED
12+ Years of Growth Marketing, ideally with experience scaling 0→1 products to mass adoption.
Deep Quantitative Mastery: You don't just read dashboards; you question them. Expertise in cohort analysis, funnel optimization, and designing complex experiments is non-negotiable.
Technical & Creative Fluency: The rare ability to understand the technical capabilities of Gen AI models (LLMs, Diffusion) and translate them into intuitive value propositions for creative professionals (Design, Video, Imaging).
Experimentation Pedigree: Experience running high-velocity testing programs at a major tech company or high-growth startup. You know when to optimize and when to pivot.
Strategic "Owner-Operator": You are strategic enough to define the 3-year vision but operational enough to dive into the nitty-gritty of a broken signup flow.
Matrixed Leadership: High EQ and influencing skills. You can drive consensus among product managers, engineers, and regional leaders without formal authority.
Passion for the Mission: A genuine excitement for how Generative AI can supercharge human creativity, not just replace it.
BA/BS Degree preferred OR 12 years of experience in product marketing, growth marketing OR equivalent practical experience.


In California, the pay range for this position is $180,300 - $261,150
In New York, 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.
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