Director of Activation & Enablement

Our Company

Changing the world through digital experiences is what Adobe's all about. We give everyone-from emerging artists to global brands-everything they need to design and deliver exceptional digital experiences! We're passionate about empowering people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen.

We're on a mission to hire the very best and are committed to creating exceptional employee experiences where everyone is respected and has access to equal opportunity. We realize that new ideas can come from everywhere in the organization, and we know the next big idea could be yours!

At Adobe, we fuel creativity and digital transformation. Our Paid Media team generates demand, engagement, and growth through innovative media strategies. We are seeking a strategic leader to design and implement a central Activation & Enablement function that connects strategy and media implementation.

As the Director, Activation & Enablement, you will:

• Develop, lead, and scale the activation infrastructure layer supporting three distinct strategy teams (Business Professionals & Consumers, C-Pros & Creators, and B2B).
• Own media buying across channels (programmatic, social, display, OTT/CTV, DSPs) for shared investments, strategic pilots, and cross-segment initiatives.
• Define and operationalize shared audience strategies through RTCDP, including segment strategy, reuse, and lifecycle activation.
• Drive adoption and governance of our use of Generative AI in Performance Marketing across strategy teams-enabling unified planning and activation.
• Work closely with GMI India and global execution teams to coordinate capacity, procedures, and operational efficiencies across geographies.
• Establish activation standards, SLAs, and work in conjunction with our Media COE on naming conventions, tagging frameworks, taxonomies, and playbooks that ensure consistency, quality, and scale.
• Embed real-time monitoring, alerting, post-campaign reviews, and optimization fields across campaigns.
• Collaborate with strategists, analytics, measurement, and data engineering teams to ensure tight integration between activation and attribution systems (A4T, lift framework, etc.).
• Negotiate with and oversee vendor partnerships (DSPs, data providers, media tech partners) to guarantee outstanding activation capabilities and favorable terms.
• Present activation abilities and insights to senior management and diverse collaborators.

• 10+ years of hands-on paid media experience, including 5+ years in media operations, activation leadership, or centralized buying roles.
• Strong competence in multi-channel media (programmatic DSPs, paid social, OTT/CTV, display, audience data) and proficiency in media stack tools.
• Proven track record of building scalable activation or enablement functions, playbooks, and standard operating procedures in a complex organization.
• Experience crafting and operationalizing shared audience strategies, ideally with a CDP or RTCDP backbone.
• Strong leadership and team-building experience, including managing dispersed or offshore teams.
• Excellent cross-functional collaborator coordination and executive communication abilities.
• Analytical approach with the ability to interpret data and measurement to develop activation hypotheses.
• Collaborating with worldwide execution teams (e.g. GMI / media trading hubs).

• High-visibility and strategic impact: you will be crafting the central media activation engine that underpins all strategic media efforts.
• Opportunity to innovate: you'll build processes, frameworks, and tools from the ground up.
• Working together across strategy, data, analytics, and operations, with involvement with senior leadership.
• Competitive total rewards and benefits offered at Adobe.

At Adobe, for sales roles starting salaries are expressed as total target compensation (TTC = base + commission), and short-term incentives are in the form of sales commission plans. Non-sales roles starting salaries are expressed as base salary and short-term incentives are in the form of the Annual Incentive Plan (AIP).

In addition, certain roles may be eligible for long-term incentives in the form of a new hire equity award.

State-Specific Notices:

California:

Fair Chance Ordinances

Adobe will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and "fair chance" ordinances.

Colorado:

Application Window Notice

If this role is open to hiring in Colorado (as listed on the job posting), the application window will remain open until at least the date and time stated above in Pacific Time, in compliance with Colorado pay transparency regulations. If this role does not have Colorado listed as a hiring location, no specific application window applies, and the posting may close at any time based on hiring needs.

Massachusetts:

Massachusetts Legal Notice

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.

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