Sr. Director Growth Marketing & Acquisition

Job description

ABOUT GEN: Gen is a global company dedicated to powering Digital Freedom through its trusted consumer brands including Norton, Avast, LifeLock, MoneyLion and more. Our combined heritage is rooted in financial empowerment and cyber safety for the first digital generations, and today we deliver award-winning cybersecurity, online privacy, identity protection and financial wellness solutions to nearly 500 million users in more than 150 countries. Together, we share a collective passion and vision to protect consumers and help them grow, manage and secure their digital and financial lives. We’re always looking for smart, fearless and high-impact talent who see AI as a teammate – leveraging it to move faster and deliver meaningful results. When you’re part of Gen, you’ll have the flexibility, tools and support to do your best work and grow your career – from flexible working options and time off to competitive pay, benefits and well-being programs. At Gen, we are scrappy and relentlessly customer driven. We create room for healthy debate, experimentation and continuous learning, and we seek out people with different experiences, identities and ideas to join our team. You’ll work with people who back each other, respect each other and understand that our differences are a competitive advantage. If this sounds like you, we’d love you to be part of Gen. About the Role: This role owns the engine that drives customer acquisition across Norton's current product portfolio. You are accountable for how the business performs today: hitting acquisition targets, running go-to-market for product features and enhancements, owning core promotional windows like Black Friday, capturing seasonal demand, and continuously improving performance across paid, earned, and owned channels. You understand the full picture of how acquisition works: how messaging, creative, pricing, and offers interact to move units and bookings. You run annual and quarterly planning, brief the media team, and keep all product assets and messaging accurate and fresh across markets. You make the day-to-day acquisition engine run, and you make it run better every quarter. What You'll Do: Annual and Quarterly Planning • Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix, and testing priorities. • Lead the briefing process for the media team, translating business priorities into clear goals, audience direction, messaging, and performance expectations. • Define acquisition priorities across core promotional periods like Black Friday and holiday, and seasonal campaigns like summer travel and back to school. Go-to-Market for Features, Enhancements, and Campaigns • Lead go-to-market planning and execution for product feature launches, product updates, and seasonal campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination. • Maintain and optimize evergreen product and brand messages that drive acquisition across channels. Bring learnings within and across channel creative to ensure constant improvement in acquisition performance. • Define target audiences and messaging for each initiative and ensure consistent execution across paid, owned, and earned channels. • Drive creative updates in sync with product and seasonal cycles so assets stay fresh and perform well. • Work with Product, Brand, and Regional Marketing to make sure launches are executed clearly and on time. • Own briefing with creative agency. Set objectives and creative strategies to share with internal agency for creative development and execution. Review creative and provide guidance for optimization, simplification and/or consistency as needed. Acquisition Strategy and Channel Leadership • Own acquisition strategy for Norton's current product lines across paid, earned, and owned channels, connecting channel roles, funnel stages, and investment decisions into a coherent full-funnel approach. • Make strategic decisions on audience segmentation, channel mix, and promotional levers that drive demand and conversion. • Identify performance gaps and proactively reallocate focus and investment to close them. • Understand how messaging, offers, pricing, and creative affect acquisition and conversion, and partner with Brand and Product Marketing to make sure in-market positioning is working. • Monitor competitors and market dynamics to inform channel investment and differentiation decisions. Geographic Focus • Develop and maintain acquisition strategies for each key geography, reflecting local market maturity, competitive dynamics, and demand patterns. • Partner with Regional Marketing to make sure global strategies translate into locally relevant execution, and bring regional insight back into global planning. • Sequence and prioritize geo-level acquisition investments based on opportunity size and resource availability. Pricing and Promotional Strategy • Own the promotional and pricing strategy for acquisition across the current product portfolio, working closely with Product, Finance, and Revenue teams. • Develop and test promotional frameworks, including pricing tiers, discount structures, and offer mechanics, to improve conversion and downstream customer value. • Evaluate how pricing and promotional levers perform across channels and geographies and keep promotional strategy coordinated across direct and partner channels. Product Asset Maintenance and Messaging • Keep all product messaging and assets accurate, current, and effective across key touch points, including key product visuals, product copy, app store descriptions, partner assets, and web product pages. • Run a regular cadence for reviewing and refreshing assets based on product updates, performance data, and competitive changes. • Make sure product descriptions, feature messaging, and acquisition-facing content are optimized, consistent and up to date across all geographies and channels. • Identify, create and optimize key product assets – key visuals, video and static assets, messaging – and ensure shared with key marketing partners. Performance and Optimization • Track cross-channel funnel performance and keep a clear view of where acquisition is working, where it is not, and what to do about it. • Work closely with media, conversion rate optimization, analytics, and retention teams to connect acquisition strategy to overall funnel health and long-term customer value. • Design and evaluate acquisition tests across channels, formats, and geographies and decide what to scale. • Deliver regular performance updates to leadership that clearly signal risks, opportunities, and recommended actions. • Use AI tools to improve both results and team efficiency. Team Leadership • Manage and develop a team of 3-5 acquisition and go-to-market professionals across global and regional markets. • Be a strong partner to Media, Brand, Product Marketing, Analytics, and Regional Marketing teams. What We're Looking For: • 15+ years leading customer acquisition, growth marketing, or integrated go-to-market work, with direct ownership of planning, performance goals, and results. Experience in a subscription, online, or mobile business is a strong plus. • A track record of running end-to-end go-to-market for product features, updates, and seasonal campaigns from brief through launch and optimization. • Proven ability to drive efficient acquisition growth through audience strategy, funnel improvement, and smart investment prioritization. • Experience managing significant acquisition budgets with disciplined, data-driven decision making across both in-quarter and annual horizons. • Deep understanding of pricing and promotional mechanics and how they affect acquisition, conversion, and long-term customer value. • Experience building geo-specific acquisition strategies that reflect local market realities, competitive intensity, and demand patterns. • Experience building campaigns, creative strategies, creative evaluation and guidance • Comfortable owning product copy, visuals, and channel-specific descriptions as part of the acquisition toolkit. • Strong analytical skills and the ability to turn complex performance data into clear insights and recommendations for senior leadership. • Experience with marketing mix modeling and attribution tools. • A test-and-learn mindset with a track record of designing, running, and scaling acquisition experiments. • A collaborative leader who can influence and align teams without direct authority. • Genuinely curious about AI and a track record of using it to improve the work. What’s Next After you submit your application, you can expect the following steps in the recruitment process: - TA Call (Phone) - 1st Hiring Manager Interview (Virtual) - 2nd Hiring Manager Interview (Virtual) - 3rd Hiring Manager Interview (Virtual) - Final Interview - Hiring Manager (Virtual)