Integrated GTM & Product Marketing Lead
gen-digital · United States, New York · hybrid
USD 190,000 to 215,000 · period not stated
Job Title: Global Integrated Marketing Lead (Freemium)
Location: New York, Hybrid (3 days in office)
About Gen:
We’re not just a company; we’re a global force. Fiercely committed to ensuring that everyone, everywhere, can live their lives digitally safe. Our family of brands, Norton, Avast, LifeLock, Avira, AVG, Reputation Defender and CCleaner, unite the brightest minds, the sharpest tech and the most diverse thinking to protect over 500 million people. And we’ve built an inclusive workplace, where your well-being is a priority because true success comes from a place of balance and authenticity. When you’re thriving, you’re unstoppable. So, bring us your bold ideas and passion that refuses to quit. The digital world isn’t some distant reality, it’s the world we live in, and we’re ready for it. If you’re ready to push boundaries and be part of something bigger, join #TeamGen.
How We Work:
Our hybrid work style (3 days in the New York office) gives us the face-to-face time to have creative conversations, meaningful meetings, make quick decisions and build relationships. And it’s flexible enough to give you the space to do your best work.
About the Role:
The Global Integrated Marketing Lead, Freemium is an Individual Contributor position, responsible for shaping how we show up in market, through compelling storytelling, sharp campaign thinking, and integrated go-to-market execution across our freemium portfolio, with a primary focus on Avast, alongside AVG, Avira and CCleaner.
This is a senior individual contributor role with significant cross-functional leadership responsibility. Working at the intersection of Product, Growth Marketing, Analytics, Brand, Creative, Commercial and Global Marketing teams, you will craft narratives that resonate with consumers and bring them to life through global, integrated marketing campaigns that drive adoption, engagement, conversion and revenue growth.
You will own how we tell our story in market through new product launches and lead campaigns end to end: from early collaboration with Product and Growth teams to shape the brief and strategy, through to launch execution and post-campaign evaluation. You will ensure that everything we put in front of consumers is grounded in insight, backed by strong creative thinking and measured against clear performance outcomes. You will help shape customer adoption, engagement, conversion and growth across a global user base spanning hundreds of millions of consumers.
The Global Integrated Marketing Lead, Freemium is a senior Individual Contributor position, responsible for shaping how we show up in market, through compelling storytelling, sharp campaign thinking, and integrated go-to-market execution across our freemium portfolio, with a primary focus on Avast, alongside AVG, Avira and CCleaner.
About the Team:
The Freemium Marketing team is responsible for commercializing Avast, AVG, Avira and CCleaner, some of the most recognized names in consumer cybersecurity. Working closely with Product, Growth Marketing, Analytics, Creative, Lifecycle Marketing and Regional teams, the Freemium team brings new products and features to market, shaping how customers discover, understand, adopt and upgrade across the portfolio.
The team combines product marketing, integrated marketing, customer insights and commercial strategy to drive engagement, free to paid conversion and long term business growth. The team operates in a fast-paced environment where customer insight, commercial thinking, data-driven decision making and AI-enabled marketing practices come together to deliver meaningful business impact at scale.
Key Responsibilities:
Positioning, Messaging & Storytelling:
- Own the brand and campaign narrative across the Freemium portfolio, from high-level positioning to the copy that lands with consumers
- Develop customer-centric stories that cut through, connect emotionally and clearly communicate product value
- Create compelling messaging and assets for product launches, campaign initiatives and always-on marketing
- Ensure consistent, on-brand storytelling across all customer touchpoints and channels
Go-to-Market Strategy & Launch Execution:
- Lead go-to-market planning and execution across new product launches, campaign initiatives and strategic marketing programs
- Define target audiences, key messages, launch priorities and success metrics
- Partner closely with Product teams to understand the roadmap, shape go-to-market strategies and ensure marketing is aligned to product direction and customer needs
- Drive launch and campaign readiness, coordinating execution across cross-functional stakeholder groups
Integrated Marketing Planning:
- Develop integrated marketing plans across paid, owned, lifecycle, affiliate, partner and regional channels, working closely with global regional teams to adapt and localize programs for key markets
- Partner closely with Growth Marketing teams on acquisition strategy, audience targeting, offer development and launch execution
- Ensure messaging and marketing programs are optimized to drive acquisition, engagement, conversion and retention
- Translate campaign and customer insights into improvements across messaging, customer experiences and go-to-market strategy
Performance & Optimization:
- Own campaign performance end to end, from defining success metrics at the briefing stage through to post-campaign evaluation and learnings
- Define launch KPIs and success metrics in partnership with Analytics teams
- Monitor performance and connect results back to business objectives
- Evaluate campaign results with rigor, connecting performance data back to business outcomes and extracting clear insights that inform the future campaign
- Optimize messaging, campaigns and customer journeys using customer and performance data
- Drive continuous improvement through testing, learning and experimentation
Cross-Functional Leadership:
- Serve as a key strategic partner to the Product team bridging product development and market execution to ensure launches and campaigns are insight-led and commercially effective
- Build strong working relationships with global regional teams to drive consistent, locally relevant marketing execution across markets
- Influence and align stakeholders across Product, Marketing, Analytics, Commercial and Regional teams
- Drive alignment and execution across multiple functions and markets
- Leverage AI tools to improve efficiency, insight generation, content development and planning
About You:
Education: Bachelor’s degree or equivalent practical experience
Experience:
- 8+ years of experience in Integrated Marketing, GTM, Campaign Management or related disciplines
- Experience leading go-to-market execution across both new product launches and campaign-led initiatives
- A strong storytelling background with ability to craft compelling narratives that resonate with consumers and translate complex ideas into clear, engaging copy and campaigns
- Experience partnering closely with Product Management and Growth Marketing teams
- Experienced in evaluating campaign performance end to end, from pre-launch KPI setting through in-flight optimization to post-campaign reporting and insight generation
- Experience operating within global, matrixed organizations.
- Experience working with global regional teams to adapt and deliver marketing programs across multiple markets.
Skills:
- Consumer Storytelling & Messaging
- Go-to-Market Strategy & Execution
- Integrated Marketing Planning
- End-to-End Campaign Management
- Customer Acquisition & Conversion
- Customer Segmentation & Audience Strategy
- Marketing Analytics & Measurement
- Cross-Functional Leadership
- Project & Program Management
- Executive Communication & Presentation
- AI-Enabled Marketing Tools
Personal Attributes:
- A natural storyteller who brings narratives to life across campai