Principal Online Marketing Specialist Growth

Job description

Gen Digital protects hundreds of millions of people around the world. Turning that reach into a growing base of paying members is one of our most important commercial priorities—and this role sits at the center of that effort. As Principal Online Marketing Specialist, Growth, you will own the strategy for growing Gen’s paid membership base across our portfolio of brands. You will define how we convert, upgrade, retain, and win back members, while ensuring that cross-sell and upsell activity strengthens the overall member experience rather than driving customers away. Your primary mandate will be to deliver year-over-year growth in paid members. You will use cross-sell and upsell conversion, renewal performance, win-back, and reduced active opt-out as key levers for sustainable growth. You will work closely with Product, Data Science, MarTech, and Marketing teams to shape and deliver the strategy. While you will not rely on a large team of direct reports, you will lead through influence by setting direction, aligning partners, and maintaining accountability for commercial outcomes. ## What You Will Own ### Paid Membership Growth Own the commercial strategy and lifecycle levers that grow the paid membership base, including: - Upgrades - Cross-sell and upsell - Renewals - Churn intervention - Win-back programmes The primary success measure is year-over-year net growth in paid members. ### Paid Experience Strategy Define how commercial communications work alongside relationship-building and value-focused lifecycle messaging throughout the member journey. Ensure that offers and communications drive conversion while protecting trust and reducing active opt-out. Key measures include: - Cross-sell and upsell conversion - Active opt-out reduction - Renewal and retention performance - Net paid membership growth ## What You Will Do - Own the paid membership growth plan, including targets, growth levers, priorities, and delivery roadmap. - Design the strategy for sequencing cross-sell and upsell communications alongside value-focused lifecycle communications. - Define the right tone, timing, targeting, and offer logic for different moments in the member journey. - Identify and address the drivers of active opt-out through improved journey design, communication frequency, relevance, and value messaging. - Build and optimise programmes across onboarding, upgrades, cross-sell, renewal, loyalty, churn prevention, and win-back. - Lead structured experimentation across messaging, offers, targeting, and journey sequencing. - Translate test results and customer insights into scalable playbooks and recommendations. - Partner with Product, Data Science, MarTech, and Marketing to deliver the strategy across Gen’s brands and products. - Track performance against paid membership, conversion, retention, and opt-out targets. - Communicate progress, risks, trade-offs, and recommendations clearly to cross-functional and senior stakeholders. ## What You Will Bring - A proven track record of growing a paid subscriber, membership, or recurring-revenue base, with clear examples of the levers and results achieved. - At least five years of experience in subscription, membership, lifecycle, monetisation, or growth roles. - Experience across both commercial growth programmes, such as cross-sell and upsell, and lifecycle or retention communications. - A strong understanding of how to balance commercial messaging with customer trust and long-term engagement. - Hands-on experience with journey logic, campaign briefs, targeting, offer design, reporting, and performance optimisation. - Experience using conversion, retention, churn, engagement, and opt-out data to prioritise and improve programmes. - A track record of running structured experiments and converting learnings into repeatable approaches. - Experience collaborating with Product, Data Science, MarTech, Marketing, Finance, or other cross-functional partners. - Strong communication skills and the ability to explain performance, trade-offs, and recommendations clearly. ## Who You Are - **Growth-minded:** You focus on net paid membership growth and sustainable commercial outcomes, not simply campaign volume. - **Customer-aware:** You understand that long-term cross-sell and upsell success depends on trust, relevance, and a strong customer experience. - **Commercially accountable:** You take ownership of the numbers and the plan required to improve them. - **Analytical and structured:** You use data, experimentation, and customer insight to make decisions and continuously improve programmes. - **Collaborative:** You achieve results through strong partnerships with Product, Data Science, MarTech, and Marketing teams. - **Decisive:** You identify the highest-impact opportunities, prioritise effectively, and maintain focus on what matters most. ## Success will mean delivering measurable growth in Gen’s paid membership base while improving the overall member experience. You will establish a clear commercial growth strategy, improve cross-sell and upsell performance, reduce active opt-out, and create scalable lifecycle programmes that build both revenue and long-term customer value.