Director, Product Management - GenStudio Ad Trafficking & Activation

Director of Product Management for GenStudio Ad Trafficking & Activation

Adobe 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.

Marketers can now generate hundreds or thousands of creative variations with GenAIbut 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 channelclosing 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.

You will:

• 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.
• 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.
• 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 channelsensuring 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.
• 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.
• 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:

• 10+ 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 depthability 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 abilitycan 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