The posting
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.
Role Overview
This role is responsible for what's next. You take on the strategic, often ambiguous work that expands LifeLock beyond its current state: major new product launches, new category entry, white space opportunity development, brand transformation, and big campaigns that require both creative vision and commercial discipline.
You are a big thinker and a challenger. You can spot where LifeLock should go, model why it makes sense, build the case to get there, and pitch it convincingly to leadership. You work at the intersection of brand strategy, integrated marketing, and business thinking: identifying opportunities, doing the analysis, and driving the cross-functional work to bring them to market.
Success means LifeLock's next chapter is built with ambition and financial discipline, new businesses are launched well, the brand gets stronger over time, and leadership always has the insight and storytelling they need to make bold decisions.
What You'll Do
Identifying Opportunities and Building the Case
- Identify, size, and prioritize new opportunities, including new categories, geographies, audience segments, and product expansions, by pulling together market data, consumer insight, competitive analysis, and internal performance signals.
- Own rigorous business cases: model the opportunity across multiple data sources, including market sizing, competitive benchmarks, unit economics, and channel potential, and construct a clear investment thesis.
- Pitch leadership and cross-functional partners for incremental funding and organizational commitment. Build presentations that are clear, data-grounded, and persuasive.
- Determine how to enter a new category, region, or white space: define the market entry approach, sequencing, investment model, and success criteria before resources are committed.
- Bring a challenger mindset. Actively question conventional assumptions about LifeLock's growth, look for disruptive opportunities, and bring perspective from adjacent categories and competitive landscapes.
Go-to-Market for Major Launches and Initiatives
- Own integrated marketing strategy and execution for LifeLock's biggest launches and strategic growth initiatives, from positioning and messaging through activation and optimization.
- Define target audiences, messaging frameworks, and launch tiers. Build the investment rationale and resource plan in partnership with senior leadership.
- Lead go-to-market planning across direct and indirect channels, working closely with Acquisition, PR, Social, Sales, Partner, Web, and Media teams to align on goals, investment, and launch timing.
- Drive clear operational execution across marketing, product, analytics, regional, and channel teams.
Brand Strategy
- Own and evolve LifeLock's global brand strategy, including brand promise, narrative, voice, and visual identity, in close partnership with agency and senior leadership.
- Build messaging systems that connect the corporate brand narrative to individual product stories, and make sure the brand shows up consistently across all touchpoints.
- Champion long-term brand investments and advocate for the brand's role in driving growth, not just awareness.
- Lead major brand initiatives, including brand platform launches, significant website overhauls, wholesale channel entry, and new audience strategies like small business.
New Business Launches
- Lead the go-to-market strategy for unlocking new parts of the business: new products, new features, new channels, new audience segments, or significant product category expansions.
- Define how LifeLock shows up in a new market or to a new audience: competitive positioning, channel approach, investment model, and localization needs.
Campaigns, Creative and Media
- Design campaign architecture for major initiatives, connecting brand storytelling to key launches and long-term brand building goals
- Brief the media team on the marketing strategy for major launches and brand initiatives, translating campaign objectives into target audience, investment objectives, and measurement requirements. Partner with internal media teams on planning, optimization, and performance.
- Lead content strategy and creative production with the in-house agency team, from brief through final delivery.
- Make sure assets work across the full funnel and are optimized for each channel. Manage briefing quality, timelines, and budgets.
- Evolve creative based on what is performing in market, emerging product insights, and competitive signals.
Performance and Storytelling
- Work with Media and Analytics teams to size opportunities, forecast impact, set goals, and connect campaign results back to strategy.
- Lead post-launch learning on major initiatives, synthesize what worked and what did not, and translate that into forward-looking strategy.
- Deliver clear, data-grounded performance stories to senior leadership that connect what happened to what it means for future investment and direction.
Team Leadership
- Manage and develop a global team of 2-3 marketers
- Build ways of working that make the team faster, clearer, and more integrated.
- Use AI and new tools to improve how the team thinks, creates, and executes.
What We're Looking For
- 12 or more years across brand marketing, product marketing, integrated marketing, or growth strategy, ideally in a technology, subscription, or consumer business with a complex product portfolio.
- A track record of identifying white space opportunities, modeling market entry scenarios across multiple data types, and building business cases that win leadership investment.
- Proven experience pitching senior leadership for incremental budget: structuring the opportunity, making the financial case, and telling the story in a way that drives action.
- Experience figuring out how to enter a new category, geography, or audience from scratch: defining the approach, sequencing, channel model, and success criteria.
- Strong financial and analytical instincts. Comfortable working with market sizing data, unit economics, competitive benchmarks, and channel performance to frame an opportunity.
- A proven track record defining or evolving global brand strategy and translating it into campaign architecture and go-to-market execution.
- Direct ownership of major product launches or brand initiatives, including positioning, messaging, audience strategy, channel mix, and optimization.
- Experience leading significant brand campaigns: new brand platforms, website relaunches, wholesale or retail channel launches, or major audience expansion programs.
- A natural storyteller who can simplify complexity, frame decisions clearly, and communicate with conviction to executive audiences.
- A challenger who brings outside perspective, questions conventional assumptions, and actively looks for disruptive approaches to growth.
- Strong ability to build alignment across diverse teams on ambitious, ambiguous work.
- Experience managing agencies and creative budgets.
- Genuinely curious about AI and a track record of using it to improve the work.
