Main Responsibilities of a Senior Product Marketing Manager at Adobe
As a Senior Product Marketing Manager at Adobe working on Photoshop, Ryan's main responsibilities encompass "inbound product marketing management," acting as "the chief marketing officer of the product." This involves understanding customer needs, developing go-to-market strategies, collaborating with various teams, and being a subject matter expert on Photoshop's online version, ultimately focusing on product growth and improvement.
Product Marketing, Go-to-Market Strategy, Data Analysis, Customer Needs, Problem-Solving
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Ryan Khademi
Senior Product Marketing Manager
Adobe
University of Washington, Michael G. Foster School of Business, 2013
UCLA Anderson School of Management
Marketing
Technology
Product / Service / Software Development and Management
None Applicable, Worked 20+ Hours in School
Video Highlights
1. Product marketing managers (PMMs) work with product and engineering teams to understand customer needs and develop go-to-market strategies.
2. PMMs are responsible for the product's marketing, acting as the chief marketing officer for that specific product and requiring a deep understanding of the product, customers, and business.
3. PMMs in business-to-consumer (B2C) roles, such as Ryan's work with Photoshop, interact with a large customer base through surveys, feedback, and data analysis rather than direct one-to-one client relationships which is different from business to business (B2B).
Transcript
What are your main responsibilities within your role as a product marketing manager?
Today I work on a product team that builds Photoshop. It's a digital imaging tool that anyone can use to create beautiful images and unique content.
My specific role is leading inbound product marketing management. Within PMM, which is an abbreviation for product marketing. You'll hear PM for product management and PMM for product marketing management. A lot of companies structure PMM teams differently. How it works at Adobe might be completely different at another company.
It might also work differently from business-to-consumer versus business-to-business, or B2B. My specific role is an inbound product marketing manager. This means my main stakeholders are working directly with the product, engineering, and design teams.
This involves understanding customer needs, pain points, and the market context of digital imaging. I develop the go-to-market strategy and build out a roadmap for the next two years. I look at what the business model needs to be for the product to be successful.
I work with data analytics teams to understand customer journeys and funnels, and all the marketing aspects of how customers come in and use the product, and where they fall off. My job is essentially the chief marketing officer of the product.
A term you'll hear in PMM is SME, which stands for subject matter expert. For me, that's the web-based version of Photoshop, which is Photoshop online. I am the subject matter expert of that product.
This means I need to know the ins and outs of the product, the customer, and how it impacts the business. I also need to know how to launch and grow that product for the company. My day-to-day involves solving new problems constantly.
These could be expanding to a new country, onboarding a new partner, fixing an experience issue, or brainstorming roadmap ideas for the next two months. It changes daily and is never consistent, but it's always focused on growing the product, making it better, and solving customer needs better than competitors.