The posting
About Gen
Gen is a global company dedicated to powering Digital Freedom through its trusted consumer brands including Norton, LifeLock, Avast, 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.
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.
Role Overview
This role leads the plan for how Norton acquires new customers: where media dollars go, which audiences and products get priority, the role of pricing and promotion and which tests unlock the next stage of growth. You set full-funnel media and performance goals, guide the Channel Centers of Excellence (CoE) on budget and priorities, and report weekly on what is working, what is at risk, and where to shift investment across owned, earned and paid channels.
Key Responsibilities
Planning and Investment Strategy
- Set annual and quarterly acquisition goals and priorities, and partner with channel teams to plan the channels, tests, and calendar needed to deliver brand acquisition and performance goals.
- Quarterback the full-funnel acquisition plan: own media spend and performance goals, and lead Channel CoE, Finance, Integrated Marketing, and Product partners to one plan and one set of priorities across owned, earned, and paid.
- Drive audience, investment, channel mix, portfolio, and product priority decisions to meet KPIs, including CAC and growth targets.
- Build the business case for each investment decision using unit economics: CAC, LTV, LTV:CAC, and payback period by channel, product, and geo.
- Partner with analytics teams to develop marginal-return views of spend (such as diminishing returns curves), and use them to guide where the next dollar goes and where to pull back.
Cross-Channel (Owned, Earned, and Paid) Guidance and in-Year Management
- Guide Channel CoE teams across owned, earned, and paid channels with budget and goals; partner with them to adjust, shift, or add funding throughout the year.
- Provide weekly guidance to CoE channels on spend, forecast, and performance, with adjustments to investment and priorities.
- Continuously contribute to identifying gap-fill opportunities when channels under-deliver, and guide conversations with channel partners on shifting investment to close the gap.
Performance Reporting and Forecasting
- Report weekly on brand performance across owned, earned, and paid, broken out by channel, product, and geo, with insight into risks and opportunities for in-quarter and full-year results.
- Update forecasts and flag risks and growth opportunities early.
- Partner with Finance on quarterly reforecasts and ensure media plans reconcile to bookings, units, and revenue targets.
- Own the storytelling for the business: build the weekly, monthly, and quarterly narratives on acquisition performance across owned, earned, and paid, with call-outs by channel, geo, and product as appropriate.
Geo, Go-to-Market, and Pricing and Promotion Strategy
- Drive geo-specific media investment strategy and plans, including geo campaigns and GTM support, based on each market's mix, opportunities, and unique needs.
- Support Integrated Marketing and GTM teams with input into acquisition planning, ideas, investment strategy, and launch cadence for campaigns and new product launches, with an eye to how each intersects with and builds on existing baseline plans.
- Guide pricing and promotional strategy for acquisition, partnering with Product Marketing, Pricing, and Finance to set offer priorities and test promotions by channel, product, and geo.
Test-and-Learn and Growth Opportunities
- Use market, geo, competitive, and media insights to design tests for growth across channels, geos, and formats.
- Own the overall test roadmap and make scale / stop decisions based on results.
- Assess category demand trends and their impact on brand acquisition.
- Analyze the competitive landscape within channels and journeys (for example, app stores) to uncover acquisition opportunities.
- Identify high-intent opportunities (for example, cart abandonment) and bring them to the teams that own execution.
Funnel and Customer Value Connection
- Provide input to CRO teams to connect media to funnel metrics and drive traffic through to conversion.
- Monitor cross-channel flows and metrics to manage the funnel as one system.
- Partner with Customer Success/Lifecycle teams on the LTV implications of acquisition choices.
Capabilities and Experience
- Integrated media planning: proven experience leading annual and quarterly media planning across channels, deriving tests, and setting cadence to deliver brand and performance objectives.
- Investment and portfolio decision-making: demonstrated ability to set and adjust audience targeting, channel mix, and product investment priorities to hit KPI, CAC, and growth targets.
- Budget management and accountability: experience owning significant media budgets defining performance goals, and driving in-quarter and full-year optimization.
- Performance reporting and forecasting: strong track record of weekly reporting across channel, product, and geo, with clear implications for in-quarter and annual forecasts.
- Full-funnel growth levers: deep understanding of all levers of growth across owned, earned, and paid, how they intersect, and the role each plays in building an integrated acquisition plan.
- Global growth strategy: experience developing and executing geo-specific media investment strategies, including localized campaigns and GTM support across regions.
- Cross-functional GTM partnership: trusted partner to Brand, Campaigns, and Product Marketing, bringing media-led insight on formats, placements, and localization needs.
- Test-and-learn and funnel optimization: data-driven approach to designing and scaling media, channel, and geo tests, with strong CRO partnership to connect media investment to conversion outcomes.
- Measurement fluency: working knowledge of multi-touch attribution, media mix modeling, and incrementality testing, and when to trust each.
- Subscription economics: experience in a subscription or recurring-revenue business, managing to LTV and payback rather than first-order return alone.
- Tools: comfortable in SQL or BI tools (for example, Power BI) and ad platform reporting; able to pull and pressure-test data without waiting on an analyst.
- AI and automation: hands-on experience using and building with AI to work faster and smarter (for example, automating analysis, reporting, and planning workflows), a genuine curiosity to keep finding new ways to apply AI in the work, and familiarity with automated bidding and AI-driven campaign types and how they change the planner's levers.
About you
- 10-12 years in performance, growth, or acquisition marketing, with at least 3 years setting cross-channel investment strategy.
- Experience building marketing plans and understanding of performance channels and KPIs.
- Track record of owning and defending a multi-channel budget against CAC or ROAS targets.
- Experience in consumer subscription software, cybersecurity, or digital services.
- Multi-region experience (North America, EMEA, APAC) including localized planning.
- Exposure to partner or indirect acquisition (retail, OEM, telco, or app store) alongside direct channels.
- Strategic thinker and strong storyteller who turns data into a clear recommendation.
- Bold decision-maker who brings new ideas and fights for growth.
- Proactive: stays ahead of what's next and makes recommendations to advance the business.
- Strong analytical rigor across channels, using data for every decision.
- Brand-level, full-funnel thinker who sees how awareness, consideration, and conversion work together.
- Influences without authority, aligning CoE, Finance, and Product partners around one plan and one set of numbers.
- Comfortable with ambiguity: makes a call with incomplete data, then sets up the test to confirm it.
- Genuinely curious about AI and a track record of using it to improve the work.
- Bachelor's degree in marketing, business, economics, or a quantitative field, or equivalent experience.
- MBA or advanced degree preferred.
Location: New York, NY (onsite minimum of 3 days per week)
