Director, PLG Strategy at Adobe in London, England, United Kingdom

Director, PLG Strategy Location: London 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 Adobe’s operating model while protecting the speed, autonomy, and data-driven decision culture that define Semrush’s 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 acrossProduct, Engineering, Marketing, Sales, Operations, and Customer Successto ensure a unified, scalable, and high-impact M/PLG motion that supports Adobe’s growth ambitions and maximizes the value of the acquisition. Key Responsibilities 1. Analyze & Structure the M/PLG Workstream Lead the holistic assessment of how Semrush’s 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 Semrush’s PLG speed while aligning with Adobe’s 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 Adobe’s 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. Help define Day-1, first 90-day, and long-term M/PLG integration priorities in 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 Adobe’s 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). Proven track record of leading integration efforts or operating model 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 Semrush’s is a plus. Knowledge of enterprise-grade operations models, compliance environments, and SLG–PLG hybrid motions. Familiarity with Adobe’s 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. Adobe’s 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. 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