Director, PLG Strategy
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Job Summary
Adobe is seeking an experienced senior leader to drive and operationalize the
Marketing/Product-Led Growth (M/PLG) integration between Semrush and Adobe.
This role will analyze structure and continuously improve the Semrush M/PLG
workstream ensuring it aligns seamlessly with Adobes operating model while
protecting the speed autonomy and data-driven decision culture that define
Semrushs current PLG engine.
The leader will define strategy establish cross-functional alignment and build the
metrics reporting and governance frameworks required to accelerate combined
business growth.
This role will work across Product Engineering Marketing Sales Operations and
Customer Success to ensure a unified scalable and high-impact M/PLG motion that
supports Adobes growth ambitions and maximizes the value of the acquisition.
Key Responsibilities
1. Analyze & Structure the M/PLG Workstream
Lead the holistic assessment of how Semrushs PLG engine operates today
including activation loops acquisition channels the data-driven
experimentation culture segmentation strategy and quarterly OKR-led
planning.
Define a scalable operating model that preserves Semrushs PLG speed while
aligning with Adobes governance and brand safety requirements.
Identify friction points where Adobe systems (e.g. complex user management
compliance internal integrations) may slow down PLG velocity and create
mitigation strategies that prioritize customer value.
2. Define Integration Strategy & Cross-Company Alignment
Establish a strategy for how M/PLG should integrate into Adobes broader
product marketing and GTM model.
Partner with the various Adobe Semrush workstreams (Product Integration
PLG Continuity Sales & Customer Readiness Frictionless Access/IMS GTM & AR
alignment) to create a unified approach.
Bring consistency and reduce redundant cross-team requests by creating
centralized information-sharing processes and frameworks.
partnership with cross-functional owners.
3. Define Metrics Analytics & Reporting Framework
Build a shared Adobe Semrush metric and taxonomy system to track
customer health demand churn PLG funnel performance acquisition signals
and activation/expansion loops.
Align Adobe and Semrush reporting standards to eliminate discrepancies in
signal meanings data structure and KPIs.
Create dashboards and visibility rhythms (e.g. QBRs OKR reviews VOC inputs)
that ensure the organization can monitor the M/PLG growth engine across all
segments.
4. Operationalize and Scale the Unified M/PLG Motion
Define clear rules of engagement escalation paths and cross-functional
workflows to operationalize M/PLG across the end-to-end customer lifecycle
from acquisition to retention to expansion.
Work with Product Marketing CS and Sales to build repeatable playbooks and
ensure PLG SLG and hybrid GTM motions function cohesively.
Support the buildout of new customer training onboarding and lifecycle
programs as the combined PLG model scales.
5. Strategic Leadership & Change Management
Drive cross-org alignment by facilitating clarity of purpose prioritization and
OKR-focused execution across all M/PLG stakeholders.
Ensure the integration protects revenue customer trust and employee
engagement especially in the first 90 days.
Influence senior executives across Adobe and Semrush with clear strategy
documents recommendations and integration plans.
Build a long-term roadmap for a combined PLG-powered experience aligned to
Adobes broader Experience Flywheel and future product vision.
Required Qualifications
10 years in PLG growth strategy or product strategy leadership roles.
Strong experience in cross-functional leadership across product marketing
engineering and GTM.
Deep understanding of PLG mechanics experimentation models and data-
driven growth loops (activation retention expansion).
transformations in complex multi-product organizations.
Ability to synthesize complex cross-org inputs into clear strategic
recommendations.
Strong communication skills with experience influencing SVP/EVP-level leaders.
Preferred Qualifications
Experience in SEO marketing technologies or multi-modal growth engines like
Semrushs is a plus.
Knowledge of enterprise-grade operations models compliance environments
and SLGPLG hybrid motions.
Familiarity with Adobes ecosystem and organizational model.
Success Criteria (First 12 Months)
A fully defined M/PLG operating model adopted across Adobe Semrush teams.
A unified set of metrics reporting frameworks and dashboards in place.
Clear repeatable cross-functional workflows reducing integration friction across
product engineering GTM and customer-facing teams.
Demonstrated acceleration in activation engagement or expansion driven by
improved PLG alignment.
Establishment of a trusted cross-company cadence (QBRs VOC loops GTM
alignment) with all major stakeholders
About Adobe
Adobe empowers everyone to create through innovative platforms and tools that unleash creativity productivity and personalized customer experiences. Adobes 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 30000 employees worldwide are creating the future and raising the bar as we drive the next decade of growth. Were 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.
Lets 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.
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