Nicole Miñoza.
Product & Product Marketing Executive

Nicole Miñoza

I turn overlooked features into revenue, retention, and reach. I own both the product and the story that sells it.

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Portrait of Nicole Miñoza
PRODUCT & PRODUCT MARKETING LEADERSHIP
23yrs

Built and scaled a platform business inside Adobe's $17.65B Digital Media segment — Quality Engineer to first-ever Product Director

+186%

Free-to-paid lift in Adobe Express from redesigned font recommendations (Q2 FY25)

−42%

Lower monthly churn among subscribers who adopted the service (2019–2021, reconfirmed Sept 2025)

12M+

Monthly active users of Adobe Fonts, grew 3× faster than Creative Cloud YoY (Dec 2025)

01

The work

Praised as the best annual strategy presentation they'd ever seen.

Senior director of marketing, Adobe

At Adobe, I took a service everyone used and no one measured, and proved it drove conversion, retention, and platform growth across the ecosystem. The service was typography. I owned product strategy and marketing for a 75-person organization to deliver it: SVP buy-in seven years running, adoption across 12 flagship apps won on influence alone, and a roadmap I pivoted to the AI era.

02

Signature work

Five decisions I'd defend in any room.

01

Led the brand and business-model transformation of an acquired product into a core subscription benefit

Recognized the removal of activation limits as a rebrand moment, took the case to brand leadership, chose the name, directed the new site, and ran GTM on a tight Adobe MAX timeline, with zero foundry-partner losses.

2018 · Group Product Marketing Manager

+40% MAU, year one
02

Defined Adobe's typography strategy for the AI era

Made fonts and text core to Adobe's AI tools, not an afterthought. Shipped generative text edit in Firefly Boards at MAX 2025, took ML typography service to public beta, and built the case for exposing font discovery to AI assistants.

2025–2026 · Director, Product Management

Adobe MAX Debuted 2025
03

Proved typography drives revenue

Redesigned Adobe Express font recommendations into one of its top premium drivers. Users who applied a recommended font exported at 73.7% versus 37.3% overall.

2025 · Director, Product Management

+186% Free→paid lift
04

Consolidated 11 app-specific engines into one shared platform infrastructure

Put every flagship app on one shared text codebase — won on influence across teams I didn't manage — built for the web: 40× faster, and finally fixed broken layout for CJK, Arabic, and Hebrew users.

2021–2026 · Group Manager → Director

15M Text-engine users
05

Built the data case for Adobe's largest content-licensing partnership in five years

Spotted the opportunity in user drop-off data and owned the Monotype go-to-market, bringing Helvetica, Gotham, Avenir, DIN, and Proxima Nova natively into Creative Cloud. Failed searches fell 91%; 21.1M missing-font events eliminated.

2025 · Director, Product Management

1.2M Users in weeks
03

How I think

The examples are fonts; the playbooks carry to any product.

Playbook 01Measurement

Instrument before launch

Impact should be read off a dashboard, not reconstructed after the fact. Provenance is what makes a number unimpeachable in an executive room.

Decision rule If you can't read the result the day you ship, you launched blind. The launch numbers come from dashboards built before launch.
  1. Define success metrics with the data team before launch. Adoption, failed-search rate, missing-font events.
  2. Build the dashboards pre-launch so impact is read, not reconstructed.
  3. Tie each KPI back to the original business-case claim: drop-off pattern → search failure → adoption.
Playbook 02Influence

Value-led adoption: 12 app teams, no authority

You don't mandate a platform onto teams you don't own. You make integrating it their win, and you measure the number they respect.

  1. Make the integration the app team's win, not yours.
  2. Sequence by receptivity: flagship anchors first, then the long tail.
  3. Standardize the surface so each new app costs less to ship.
  4. Measure usage, not installs: report unique users actually using the feature.
ResultAdobe Fonts live across 12 apps, every one a team I didn't manage.
Playbook 03Positioning

Dual-audience positioning

Same capability, two true positions. Never average two audiences into one generic message.

  1. Individual designers → led with creative freedom (BYOF).
  2. Enterprise teams → led with governance and control (Custom Fonts).
  3. Both stories true; neither diluted.
Decision ruleOne capability can carry two messages; it must never carry an average of them.
04

Now

Independent product, marketing, and brand work, plus executive nonprofit leadership.
March 2026 to present.

Building

Shipped Ramón, an AI styling app, end-to-end

Wrote the PRD from real user needs, shaped the onboarding narrative and UX copy, and owned the technical trade-offs from server-side security to model selection. Prompt-as-product, implemented. Built to learn the medium; in daily use.

  • Built a second working React app: a curated executive prompt library.
  • Hands-on AI fluency as a demonstrated pattern, not a one-off.
Board

Board of Directors, Bainbridge Island Museum of Art

Since December 2025

Co-chair of BIMA Bash! 2026, the museum's flagship fundraiser, with an $895K goal. The campaign signed its first Platinum sponsor.

  • Authored a case for modernizing the museum brand, benchmarked against nine peer institutions.
Advisory
  • Global Advisor, How Women Lead · since 2026.
  • Member, Chief · since 2026.
05

Career

Every role inside Adobe's Digital Media business.

Jun 2023 – Feb 2026 Seattle, WA Adobe Fonts & Typography

Adobe

Director, Product Management

First Product Director for the business. Led 6 PMs and set direction for a ~75-person org spanning product, design, and engineering; owned the foundry royalty budget. Charter: scale typography across Creative Cloud, Express, and Acrobat while pivoting the roadmap to generative AI.

  • +186% Express free-to-paid conversion from redesigned font recommendations; one of Express's top premium drivers.
  • Shipped a usage-based foundry compensation model: saved $1M in year-one royalties, no user backlash.
  • Grew Adobe Fonts to 12M+ MAU, outpacing Creative Cloud 3×; scaled Adobe's unified text engine to 15M users with 40× performance gains on web.
Mar 2019 – Jun 2023 Seattle, WA Adobe Fonts & Typography

Adobe

Group Manager, Product & Product Marketing

Pitched for and won expanded leadership over both product strategy and product marketing for the fonts business; led a team of 8. Presented strategy to the SVP annually.

  • Won approval for Adobe's first unified text engine: every app on a shared codebase, today serving 15M users.
  • Shipped the Adobe Fonts platform across Adobe.com and 12 Creative Cloud apps.
  • Architected the usage-based royalty initiative that controlled cost so the business could keep scaling.
Mar 2016 – Mar 2019 Seattle, WA Adobe Typekit & Adobe Type

Adobe

Group Product Marketing Manager

Led marketing, customer experience, and go-to-market for the fonts business; team grew to 8 after absorbing support and enterprise sales.

  • Initiated and drove the Typekit → Adobe Fonts rebrand: +40% MAU year one, zero foundry losses.
  • Quantified the retention case: all-app subscribers using Adobe Fonts churned 42% less the following month.
  • Scaled the library 3K → 36K fonts; created the marketing behind Adobe's gender-inclusive emoji advocacy (Forbes, Wired, MIT Tech Review).
2012 – Mar 2016 San Jose, CA Adobe Typekit & Adobe Type

Adobe

Senior Product Marketing Manager: Head of Marketing, Typekit + Adobe Type

Sole senior marketer for the full typography portfolio after the Typekit acquisition; owned the full go-to-market engine — PR, partnerships, and the Adobe MAX presence.

  • Architected the GTM and press strategy for Source Han Sans, the first open-source Pan-CJK typeface, addressing 1.5 billion users; won the naming case in a five-company negotiation.
  • Created, funded, and led the Adobe Originals 25th Anniversary campaign: a 10-part editorial series and the open-source launch of Source Serif, Adobe's 100th Original.
  • Built Typekit's community-driven marketing model and produced its immersive launch microsites.
Jul 2002 – 2012 San Jose, CA Adobe Type

Adobe

Quality Engineer → Lead Quality Engineer → Senior Program Manager

Joined as roughly employee #6,000. Started in font testing and shipped releases for Photoshop, Illustrator, InDesign, and Acrobat, then advanced to QE Lead in the type design group and into program management through Adobe's hyper-growth years. Eleven years inside the type org before marketing it provided the technical credibility that later underwrote authority in deeply technical rooms.

06

Credibility

Coverage in CNET, Forbes, Fast Company & Wired, plus 20+ bylined posts and launch sites still live a decade later ▸
Earned media Source Han Sans · The Originals 25th Anniversary · Gender-inclusive emoji ▸

Source Han Sans

2014

The Next Web · CNET

“The design is relatively modern in style, but it has simple strokes and is monolinear so it makes text clear and readable on small devices.”

Nicole Miñoza, quoted in The Next Web on the launch of Source Han SansThe open-source typeface serving 1.5 billion people
Campaign · 2016–2021

The campaign behind Adobe's gender-inclusive emoji

Created the marketing strategy and funded the PR behind designer Paul D. Hunt's gender-inclusive emoji work. The campaign landed coverage in Forbes, Wired, Fast Company, and MIT Technology Review; now archived in a Computer History Museum exhibition.

Coverage: Forbes · Mashable · Computer History Museum

Full coverage archive ▸
Campaign · 2014

The Adobe Originals 25th Anniversary

Created, funded, and led a year-long integrated campaign bringing Adobe Type's legacy into the Typekit brand: a 10-part editorial series with the original 1989 Originals team, the launch of Source Serif (Adobe's 100th typeface, released open source), a limited-edition poster, and a 172-page commemorative book produced for Adobe MAX. Covered by CNET.

Coverage: CNET · Series hub · The book

Selected writing From 20+ posts for the Typekit / Adobe Fonts blog ▸

I was the editorial voice of the business: launch narratives, expert storytelling, and making deeply technical work legible to mainstream press. Selected from 20+ posts.

More from the archive ▸
Launch microsites Acumin · Source Han Serif · Minion 3 — all still live ▸

Immersive go-to-market sites I produced for flagship typeface releases — all still live a decade later: Acumin (2015) · Source Han Serif (2017) · Minion 3 (2018)

Education

  • MBA, Marketing · Santa Clara University (2013)
  • BA, Political Science · UCLA

Executive development

  • AI-Driven Leadership · Stanford Online Certificate (2025)
  • Strategic Data Storytelling · University of Chicago (2025)
  • Hispanic Executive Leadership · McKinsey (2024)
  • Leadership Circles · Adobe (2023)
  • Women Unlimited LEAD · AscentPoint Leadership (2016–17)
Let's talk

Open to the
next chapter.

If you're building something where craft and judgment matter, I'd like to hear about it. Open to Senior Director and VP roles across product and product marketing, board seats, and advisory work.

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