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About the Role

This role owns the engine that drives customer acquisition across the current Freemium product portfolio (Avast, AVG, Avira & CCleaner). You will be accountable for hitting acquisition targets, running go-to-market strategies for product features, balancing customer growth and revenue, capturing seasonal demand, and continuously improving performance across paid, earned, and owned channels. You understand the full picture of how acquisition works, including messaging, creative, promotions, and offers, and will manage annual and quarterly planning, brief the media team, and ensure product assets and messaging are accurate and fresh across markets.

Responsibilities

Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix guidance, 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 the portfolio including how we leverage each brand and the optimal way to acquire and monetize – free installs vs. Trials vs. Direct paid.
Lead go-to-market planning and execution for product feature launches, product updates, and associated campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination.
Maintain and optimize evergreen product and brand messages that drive brand metrics and acquisition across channels.
Bring learnings within and across channel creative to ensure constant improvement in KPIs.
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 performs well.
Own briefing with creative agency, setting objectives and creative strategies for creative development and execution.
Review creative and provide guidance for optimization, simplification and/or consistency as needed.
Own acquisition strategy for the Freemium portfolio’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 levers that drive demand and conversion – balancing customer growth and revenue goals.
Drive testing to optimize our acquisition mix learning how different entry doors or messages may resonate differently across direct purchase, free installs and trials.
Identify performance gaps and proactively reallocate focus and investment to close them.
Understand how messaging, offers, and creative affect acquisition and conversion, and partner with Brand and Product to ensure in-market positioning is working.
Monitor competitors and market dynamics to inform channel investment and differentiation decisions.
Develop and maintain acquisition strategies for each key geography, reflecting local market maturity, competitive dynamics, and demand patterns.
Partner with regional leaders to ensure 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.
Keep all product messaging and assets accurate, current, and effective across key touchpoints, 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.
Ensure website is always promoting the products accurately as new features are released and legacy products are sunset.
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.
Partner closely with CSM to ensure acquisition strategies support monetization efforts and work harmoniously across acquisition, monetization and retention.
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.
Manage and develop a team of 2-3 acquisition and go-to-market professionals across global and regional markets.
Lead peers in a highly matrixed organization to achieve goals.
Be a strong partner to Media, Brand, Product Marketing, Analytics, and CSM team.

Requirements

15+ years leading customer acquisition, growth marketing, or integrated go-to-market work, with direct ownership of planning, performance goals, and results.
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 free to paid, trial to paid and direct purchase and how they affect CAC, acquisition effectiveness, 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 execution including production, 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.

Skills

Customer acquisition
Growth marketing
Integrated go-to-market
Planning
Performance goals
Results ownership
Subscription business
Online business
Mobile business
Go-to-market execution
Product features
Product updates
Seasonal campaigns
Audience strategy
Funnel improvement
Investment prioritization
Budget management
Data-driven decision making
Free to paid conversion
Trial to paid conversion
Direct purchase conversion
CAC optimization
Acquisition effectiveness
Conversion optimization
Long-term customer value
Geo-specific acquisition strategies
Competitive analysis
Demand patterns
Campaign building
Creative strategy
Creative execution
Creative production
Creative evaluation
Product copy optimization
Visual asset optimization
Channel-specific description optimization
Analytical skills
Performance data analysis
Marketing mix modeling
Attribution tools
Experiment design
Experimentation
Scaling experiments
Collaborative leadership
Influencing teams
Aligning teams
AI tools

Location

NYC Office

Work Type

Onsite (3 days per week)

Experience Level

15+ years

Salary/Compensations

$200,000 - $230,000

Benefits

401(k) match
Health insurance options
Disability coverage
Life insurance
Unlimited paid time off