Director, Product Management - GenStudio Ad Trafficking & Activation

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!

About the Role
Adobe GenStudio is reimagining how marketing teams operate by leveraging GenAI to transform content creation, distribution, and optimization across performance marketing & demand generation, growth, and content marketing.

As Director of Product Management for GenStudio Ad Trafficking & Activation , you will define and drive the strategic vision for how marketing content gets published, personalized, and optimized across every channel at enterprise scale. You will be responsible for building AI-powered systems that enable dynamic creative optimization (DCO), multi-channel orchestration, real-time personalization, and seamless activation across paid media, retail media networks, DSPs, email systems, social platforms, and emerging channels.

This is a highly visible, executive-level leadership role that requires deep expertise in marketing technology ecosystems, programmatic advertising, personalization engines, and the ability to leverage GenAI to reimagine how brands activate campaigns at scale. You will lead multiple product managers, own a critical pillar of the GenStudio strategy, and work directly with Adobe's most strategic enterprise customers.
Why This Role Matters
Marketers can now generate hundreds or thousands of creative variations with GenAI—but most struggle to activate them effectively. Channel-by-channel manual publishing doesn't scale. Personalization is siloed. Creative testing takes weeks. Attribution across channels is broken. Dynamic optimization happens in isolated platform walled gardens.

GenAI unlocks unprecedented creative velocity, but without intelligent activation and optimization systems, that potential is wasted. This role will define how Adobe helps marketers go from creative concept to optimized , personalized campaigns across every channel—closing the loop between content generation and business outcomes.

You'll shape how the world's largest brands activate marketing campaigns, making personalization effortless, optimization continuous, and cross-channel orchestration seamless.
What You'll Do Strategic Vision & Leadership

Define and own the multi-year product strategy for ad trafficking, dynamic content optimization, and activation capabilities across the entire GenStudio platform

Drive alignment across GenStudio modules (Performance Marketing, Content Marketing, CTV, Retail Media) to ensure cohesive activation experiences

Partner with GenStudio’s Head of Product and executive leadership to shape go -to-market strategy for Ad Activation and Trafficking.

Represent Adobe's vision for AI-powered marketing activation with industry analysts, at major conferences, and in strategic customer engagements

Own business outcomes including revenue targets, customer adoption metrics, and competitive win rates for your product area
Dynamic Creative Optimization Platform

Build GenAI-powered DCO capabilities that automatically personalize creative across audience segments, contexts, and channels

Design systems that test and optimize hundreds of creative variations simultaneously, learning what works and automatically allocating budget to winning variations

Develop real-time optimization engines that adapt creative based on performance signals, audience behavior, and contextual factors
Cross-Channel Activation & Orchestration

Design activation infrastructure that seamlessly publishes content to paid media platforms (Meta, Google, TikTok, etc.), retail media networks (Amazon, Walmart, Instacart), DSPs, email systems, social platforms, and emerging channels

Build orchestration capabilities that coordinate campaigns across channels—ensuring consistent messaging, unified frequency capping, and cross-channel optimization

Define API strategies and partnership requirements for integrating with marketing platforms, ad networks, and activation endpoints

Create workflows that enable marketers to activate campaigns at scale (e.g., 1000+ ads for Black Friday) with minimal manual effort

Ensure activation systems handle enterprise complexity: multiple brands, regions, agencies, compliance requirements, and approval workflows
Enterprise Customer Focus & Market Leadership

Deeply understand activation and personalization challenges facing Global 2000 marketing organizations

Design for enterprise requirements: governance, compliance, brand safety, multi-market complexity, agency collaboration

Balance needs of diverse personas: CMOs seeking strategic control, campaign managers executing tactics, and performance marketers optimizing ROI

Lead strategic customer engagements, shaping product roadmap based on enterprise customer insights

Partner with Sales and Customer Success to drive adoption, expansion, and customer advocacy
Cross-Functional Leadership & Influence

Lead and mentor a small team of product managers across DCO, channel integrations, and activation workflows

Collaborate with Engineering leadership to build scalable, reliable activation infrastructure handling millions of ad placements

Partner with AI/ML teams to develop optimization algorithms and personalization models

Work with Adobe's platform teams (Experience Cloud, Advertising Cloud) to leverage shared capabilities and ensure strategic alignment

Engage with Legal, Privacy, and Trust teams to navigate advertising regulations, data privacy, and responsible AI requirements

Build external partnerships with channel platforms, ad networks, and technology providers
What You Need to Succeed Required Experience

1 0 + years in product management . Experience in marketing technology, ad tech, personalization platforms, or activation/orchestration systems is a huge plus.

5+ years in senior leadership roles managing directors, senior PMs, or large cross-functional product organizations (15+ person organizations)

Proven track record building products for Global 2000 enterprise customers with complex, multi-stakeholder buying processes

Experience defining product strategy that drives measurable business outcomes (revenue, market share, customer growth)

Strong technical depth—ability to engage in architecture discussions about API design, real-time bidding systems, optimization algorithms, and distributed systems

History of successful executive-level stakeholder management, both internally and with strategic customers
Domain Expertise

Expert-level understanding of digital advertising ecosystems: programmatic buying, RTB, ad exchanges, DSPs, SSPs, and walled garden platforms

Deep knowledge of personalization technologies, A/B testing methodologies, and optimization algorithms

Familiarity with retail media networks, connected TV advertising, and emerging activation channels

Understanding of marketing compliance requirements: GDPR, CCPA, brand safety, viewability standards, and ad fraud prevention

Experience with API-first product design and building platform products that others build on
GenAI Fluency

Demonstrated ability to identify transformative use cases for GenAI in marketing activation and optimization workflows

Understanding of LLM capabilities for campaign automation, conversational interfaces, and AI agents

Experience thinking through responsible AI, bias mitigation, and transparency in automated decision-making systems
Core Competencies

Strategic thinking : Ability to see multiple moves ahead, anticipate market shifts, and position products for long-term success

Executive presence : Comfortable presenting to C-suite executives, both internally and with customers

Business acumen : Strong financial modeling skills, P&L management experience, and commercial instincts

Influence without authority : Proven ability to drive outcomes across large, matrixed organizations

Bias for action : Balances strategic thinking with rapid execution and willingness to make tough calls with incomplete information

Talent development : Track record of hiring, mentoring, and developing high-performing product leaders

Communication excellence : Exceptional storytelling ability—can simplify complex systems for diverse audiences
Nice to Have

MBA or advanced degree in a relevant field

Previous experience at leading ad tech companies (Google, Meta, Amazon Ads, The Trade Desk , Adobe ) or marketing technology platforms

Deep expertise in programmatic advertising, DSPs, DMPs/CDPs, marketing automation platforms, and multi-channel campaign management

Background as a marketing practitioner or in media buying/planning roles

Published thought leadership on marketing technology, personalization, or AI in advertising

Direct experience with Adobe products (Experience Cloud, Advertising Cloud, Creative Cloud)

Technical background in distributed systems, real-time bidding, or recommendation engines

Existing relationships with key players in the advertising and marketing technology ecosystem
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 $166,100 -- $334,500 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.

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:
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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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