Marketing Narrative Lead

Marketing Narrative Lead

The Opportunity

The candidate will be part of Adobe’s Enterprise Marketing Global Marketing Labs and lead the narrative strategy, copy governance, and messaging excellence process for customer content and assets.

Adobe is looking for someone who can champion the brand voice, drive consistency and clarity in messaging, master content governance processes, and bring new efficiencies through the adoption of GenAI in copy development and editorial workflows.

The ideal candidate should be a strategic storyteller, an editorial leader, and a strong communicator who can collaborate effectively with Adobe Studio, internal marketing teams, product teams, and agency partners to elevate narrative quality across channels.

Bring your organizational and communication skills to our diverse, dedicated team of dreamers, doers, and brand builders.

What You’ll Do

• Lead the narrative strategy and messaging architecture for Global Marketing Labs, defining positioning, tone, and storytelling frameworks for campaigns, product launches, and brand initiatives we support.
• Ensure all copy and messaging align with brand goals, audience needs, and business strategy.
• Maintain deep product and customer understanding to guide development and implementation of compelling insightful narratives.
• Drive Messaging Architecture, Brand Voice Governance, and Content Expression Systems to ensure consistency across assets and channels.
• Play a crucial role in shaping and reviewing copy across touchpoints (web, campaigns, thought leadership, email, social, video scripts, etc.), ensuring clarity, differentiation, and impact.
• Interpret creative briefs and set the narrative and messaging direction for internal teams and external agencies.
• Develop high-level narrative platforms and storylines that form the foundation for integrated marketing initiatives.
• Safeguard brand identity by ensuring all content reflects Adobe’s voice, tone, and positioning standards.
• Establish and evolve editorial guidelines, governance models, and review frameworks to scale quality across global teams.
• Collaborate actively with business units, campaign leads, product marketing, and cross-functional teams to align on positioning and storytelling strategy.
• Stay ahead of industry trends, content innovation, AI-enabled writing practices, and evolving audience expectations.
• Mentor writers, content strategists, and agency partners—raising the bar for narrative craft and strategic storytelling.
• Represent Adobe at conferences, blogs, and thought leadership platforms as a voice for brand storytelling and enterprise content excellence.
  

What Is Needed to Succeed

• 12+ years’ experience in brand storytelling, content strategy, editorial leadership, or related roles.
• Demonstrated expertise in messaging frameworks, positioning strategy, and narrative architecture.
• Experience leading and reviewing multi-channel content initiatives from concept to execution.
• Strong understanding of content governance, brand voice systems, and scaling editorial excellence across teams.
• Familiarity with GenAI tools and automation in content creation workflows.
• Exceptional writing, editing, and narrative refinement skills.
• Ability to articulate messaging rationale and storytelling strategy to a broad, cross-functional audience.
• Strong presentation and executive communication skills.
• Ability to work effectively in a fast-moving environment, anticipate challenges, and think big-picture.
• A positive attitude dedicated to raising the quality and impact of enterprise storytelling.
  

Adobe – Our Company

Changing the world through digital experiences is what Adobe’s all about. We provide 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!

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.

Our 30,000+ employees worldwide are creating the future and raising the bar as we drive the next decade of growth. We’re 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. 

Let’s 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.

Adobe aims to make our Careers website and recruiting process accessible to any and all users. If you have a disability or special need that requires accommodation to navigate our website or complete the application process, email accommodations@adobe.com or call +1 408-536-3015. 

AI Use Guidelines for Interviews:
Our interviews are designed to reflect your own skills and thinking. The use of AI or recording tools during live interviews is not permitted unless explicitly invited by the interviewer or approved in advance as part of a reasonable accommodation. If these tools are used inappropriately or in a way that misrepresents your work, your application may not move forward in the process.

At Adobe, we empower employees to innovate with AI — and we look for candidates eager to do the same. As part of the hiring experience, we provide clear guidance on where AI is encouraged during the process and where it’s restricted during live interviews. See how we think about AI in the hiring experience.

 

Experience Level

Senior Level