Director, PLG Strategy

Key Responsibilities

• Analyze and structure the M/PLG workstream, lead the holistic assessment of how Semrush’s PLG engine operates today, including activation loops, acquisition channels, 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.
• 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 to create a unified approach.
• 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 reporting standards and create dashboards and visibility rhythms.
• Define clear rules of engagement, escalation paths, and cross-functional workflows to operationalize M/PLG across the end-to-end customer lifecycle, work with Product, Marketing, CS, and Sales to build repeatable playbooks, and support training, onboarding, and lifecycle programs.
• Drive cross-org alignment by facilitating clarity of purpose, prioritization, and OKR-focused execution across all M/PLG stakeholders; influence senior executives and build a long-term roadmap for a combined PLG-powered experience.

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.

Preferred Qualifications

• Strong communication skills with experience influencing SVP/EVP-level leaders.
• Experience in SEO, marketing technologies, or multi-modal growth engines like Semrush’s.
• 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.

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.

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