The Opportunity
Adobe has shaped the creative industry for decades. But with emerging creators, we should continuously evolve how we show up: more creator-native, culturally fluent, and embedded in the ecosystems shaping the future of creativity. We’re looking for a Principal Product Marketing Manager, Community & Culture to define and activate the cultural strategy that fuels our growth with creators and creative technologists.
This is a high-impact role that will co-lead the global community and cultural marketing strategy for creators across next-generation Adobe products, sitting within Product Marketing and in deep partnership with our community and global marketing organizations.
You will build the creator community roadmap in close partnership with the Community team, shape cultural positioning, and ensure our presence across community, social, and influencer channels is strategically aligned and culturally resonant.
You will translate cultural insight into measurable brand relevance, buzz, and creator adoption, while building the feedback loops that influence product strategy, go-to-market planning, and inbound PMM priorities.
What You’ll Do
- Set a clear vision for creator community and cultural marketing, aligning strategy with Adobe’s broader product and growth goals.
- Build and evolve the global community marketing roadmap for creators across next-gen Adobe offerings.
- Identify priority creator segments, subcultures, affinities and emerging creative ecosystems that represent future growth opportunities.
- Develop scalable frameworks that translate cultural trends and platform behaviors into strategic marketing activation.
Market & Cultural Intelligence
- Engage directly with creators and the broader creative AI ecosystem to surface insight, sentiment, and unmet needs.
- Bring a forward-looking POV on where creative culture, AI, and the creator economy are headed—and where opportunities are emerging or underserved.
- Synthesize market research, audience segmentation, and competitive analysis to identify strategic growth opportunities.
- Convert fast-moving cultural signals and community intelligence into brand-relevant positioning, launch strategies, and actionable recommendations that inform product roadmap and customer experience.
- Product Positioning & Messaging
- Define and communicate culturally resonant value propositions for Adobe’s creator-focused products and initiatives.
- Craft messaging and narratives that shift perception from “legacy and complex” to creator-native, culturally fluent, and AI-forward.
- Ensure consistency of positioning and messaging across social, influencer, community, and product marketing channels.
Go-to-Market Leadership
- Partner with product, other PMMs, and marketing leads to shape go-to-market strategies that break through with new-to-Adobe audiences through cultural marketing and community channels.
- Ensure product launches reflect authentic creator insights and community sentiment.
- Develop playbooks that regional and global teams can use to activate culturally-led growth strategies.
- Driving Business Impact Through Cultural Relevance
- Define how community engagement drives measurable outcomes including brand relevance, buzz, creator acquisition, and conversion.
- Develop and implement campaigns and programs that deliver measurable return on investment, using data and analytics to optimize performance.
- Establish learning systems that scale what works and continuously refine positioning.
Cross-Functional Leadership & Influence
- Lead cross-functional alignment across social, influencer, product, research, and regional marketing teams.
- Review briefs and creative direction emerging from community and influencer initiatives to ensure cultural alignment and strategic rigor.
- Present strategies, insights, and recommendations to senior leadership to influence decision-making and investment priorities.
- Act as a key liaison between marketing, product, and community teams to ensure seamless collaboration.
What You’ll Need to Succeed
- 10+ years of experience in product marketing, community, cultural strategy, creator marketing, or related roles.
- Exceptional strategic, analytical, and storytelling skills, with the ability to turn cultural and community insight into structured marketing strategy.
- Strong creative judgment and credibility, with experience collaborating closely with designers, creators, and creative teams.
- Deep understanding of social behaviors, network effects, and viral growth patterns, with the ability to partner with Product and PMM to translate product-led growth opportunities into community driven adoption.
- Thrives in fast-moving, ambiguous environments, balancing scrappy execution with the ability to bring clarity through disciplined frameworks, playbooks, and plans.
- Demonstrated ability to lead cross-functional initiatives and mentor junior team members.
- Experience working within highly matrixed, global organizations and influencing senior team members.
- BS Degree in Marketing, Business is preferred or 10+ years’ experience in Marketing or equivalent practical experience.
- Deep understanding of how creative culture forms and how content travels across platforms globally.
- Strong POV on AI, creative tools, and the evolving creator economy.
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 accommodations@adobe.com 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.