Director, Enterprise Demand Generation and Campaign Messaging Strategy

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!

The Adobe Enterprise Marketing team is looking for an Enterprise Demand Generation and Campaign Messaging Strategy Director to lead the development of impactful messaging for our B2B/Enterprise marketing and demand generation campaigns. This role will play a critical part in bridging high-level brand narratives with tactical, CTA-driven campaign messaging, ensuring alignment across a wide array of assets, including brand campaigns, websites, promotional materials, large scale events, and digital campaigns.

This role will collaborate closely with product and portfolio marketing, the digital strategy group, industry marketing, the brand strategy team, regional integrated campaign teams, and other cross functional teams to deliver messaging that connects broad, aspirational brand positioning and thought leadership content to targeted, action-oriented marketing activations. The role will also drive how top-line brand promise and messaging connects to various industries and resonates with marketing, IT, and creative personas across the C-Suite, Decisions Makers, Knowledge Workers and Practitioners.

What you'll do

Messaging Development & Strategy

• Build and execute a cohesive demand generation and campaign messaging strategy that seamlessly connects high-level brand positioning to tactical, CTA-driven campaign messaging and individual marketing assets.
• Develop and refine frameworks to ensure consistent messaging across all touchpoints, from overarching brand campaigns to website content, event materials, and promotional assets (emails, paid social and display ads).
• Craft narratives that elevate the company's brand while supporting specific business objectives, balancing aspirational storytelling with actionable, persona-specific messaging.

Cross-Functional Collaboration

• Partner closely with Product Marketing to translate product messaging into marketing narratives that resonate with key enterprise audiences and personas and drive to action and outcomes (e.g. clicks, downloads, registrations, interactions and engagement).
• Collaborate with Portfolio Marketing, Regional Integrated Campaigns, Events, and Digital Marketing teams to ensure unified messaging across multi-channel initiatives, including web, email, field marketing and paid media campaigns.
• Work with Brand, Creative and Content teams to ensure the tone, copy, and narrative are aligned with both brand identity and demand campaign goals.

Messaging Architecture

• Develop demand generation campaign messaging architecture that links high-level brand storytelling to specific marketing assets, enabling seamless transitions from broad narratives to targeted calls-to-action.
• Ensure that messaging flows cohesively from brand campaigns to channel-specific executions, connecting the "why" at the brand level to the "how" and "what" at the campaign and asset levels.
• Author seminal messaging documents that act as the core reference for all marketing campaign messaging, content and marketing copy.
• Oversee the creation of templates and playbooks to ensure consistent messaging across campaigns, industries, personas, and organizational levels.

Industry and Persona Alignment

• Lead the creation of messaging tailored to diverse enterprise personas, including C-suite (CMO, CIO, CDO, COO, CFO, etc), Decision Makers (Director to VP) and Practitioners (Marketers, Creatives, etc) ensuring relevance across industries and unique business needs.
• Leverage customer insights, market research, and competitive analysis to inform messaging strategies that resonate with target audiences and drive engagement.

What you'll need

• 10+ years of experience in marketing strategy, messaging development, or product marketing within a B2B SaaS or enterprise-focused environment.
• Proven track record of developing and executing messaging strategies that connect high-level brand positioning to tactical campaign and asset-level messaging.
• Experience working with cross-functional teams to align product messaging with broader marketing objectives.
• Exceptional storytelling and messaging development skills,
• Ability to craft narratives that resonate-from brand-level vision to campaign-specific execution.
• Deep understanding of B2B/Enterprise software purchasing process and buyer personas, including enterprise decision-makers and the C-suite, and how to tailor messaging to their needs.
• Strong strategic thinking and ability to synthesize complex product information into clear, actionable marketing narratives.
• Outstanding collaboration skills and a proven ability to work across teams to align strategies and drive results.
• Ability to work with agility and speed without compromising quality.

Key competencies

• Visionary leader with a passion for connecting the dots between brand and demand gen campaign messaging.
• Collaborative and adaptable team player who excels in cross-functional environments.
• Results-driven professional with a focus on impact and continuous improvement.
• Strong communicator and storyteller with a keen eye for detail and consistency.

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.

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