Product Marketing Manager, Students - India

Why this role exists 

A large share of Adobe's education MAU opportunity in India is about students finding Express, Firefly, or Creative Cloud on their own, signing up, and sticking around. That motion has its own strategy, its own funnel, and its own competitive set, and it needs an owner who thinks about it as a strategy problem, not just a set of campaigns to run. 

This role owns direct-to-student growth end to end - strategy, research, positioning, and execution - for students in India, independent of any single segment.  

What you'll own 

• Strategy & positioning:  Set the direct-to-student GTM strategy and positioning for Adobe Express,  Acrobat Express, Firefly, and Creative Cloud - where the growth actually is, which channels and moments matter, and how the free-tier story needs to evolve.  

• Customer research:  Understand student segments, needs, and behavior through direct research and interviews to find the specific use cases and moments that convert a discovery into a sign-up and a sign-up into repeat use. 

• Advisory panels & pilots:  Stand up and run student advisory panels and pilot/alpha/beta testing programs, feeding real student input back into product priorities and messaging before broad launch - not a one-time focus group, an ongoing input. 

• Growth funnel:  Strategize the acquisition-to-activation-to-retention funnel for direct student sign-ups - organic discovery, in-product growth loops, referral mechanics.  

• Direct engagement programs:  Design and run programs that reach students directly and digitally - campus ambassador networks, online design challenges and hackathons, and creator-community building - as always-on growth channels.  

• Competitive tracking:  Maintain a live, working view of direct-to-student offers from competition - pricing, positioning, and product depth - and turn it into a point of view on how Adobe's offer needs to move. 

• Content & campaigns:  Create persuasive content for marketing channels aimed at individual students - social, creator/influencer-led, community-driven - distinct from institutional or sales-facing collateral. 

• Product collaboration:  Partner with product on the free-to-active onboarding flow for self-serve student sign-ups - flag drop-off points, propose fixes, and work with product to test them. 

What we're looking for 

• 8 years of experience in product marketing or growth marketing and/or education technology, ideally with exposure to a consumer, prosumer, or freemium/PLG product;  

• Proven strategic and analytical problem-solving, hypothesis-driven approach  - has taken a growth or GTM strategy from a hypothesis to a validated plan; 

• Funnel and data fluency  - comfortable owning activation and retention funnels and working with product/data teams on experiment design. 

• Community/advisory-panel experience  - has built or scaled a community, ambassador, or peer-led program, and can talk about what didn't work, not just what did. 

• Exceptional  project management, communication, and writing skills, with the ability to manage relationships across product, data, PR, and social teams. 

• First-hand understanding  of what drives Gen Z/student attention and behaviour on the platforms they actually use. 

How success is measured