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About the Role

This role leads the plan for how Norton acquires new customers, determining media spend, audience and product priorities, and testing strategies to drive growth. You will set full-funnel media and performance goals, guide Channel Centers of Excellence on budget and priorities, and report on investment shifts across owned, earned, and paid channels.

Responsibilities

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.
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 and use them to guide investment decisions.
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.
Report weekly on brand performance across owned, earned, and paid, broken out by channel, product, and geo, with insight into risks and opportunities.
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.
Drive geo-specific media investment strategy and plans, including geo campaigns and GTM support.
Support Integrated Marketing and GTM teams with input into acquisition planning, ideas, investment strategy, and launch cadence for campaigns and new product launches.
Guide pricing and promotional strategy for acquisition, partnering with Product Marketing, Pricing, and Finance to set offer priorities and test promotions.
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 to uncover acquisition opportunities.
Identify high-intent opportunities and bring them to the teams that own execution.
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.

Requirements

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.

Skills

Integrated media planning
Investment and portfolio decision-making
Budget management and accountability
Performance reporting and forecasting
Full-funnel growth levers
Global growth strategy
Cross-functional GTM partnership
Test-and-learn and funnel optimization
Measurement fluency (multi-touch attribution, media mix modeling, incrementality testing)
Subscription economics
SQL or BI tools (e.g., Power BI)
Ad platform reporting
AI and automation (automating analysis, reporting, planning workflows)
Automated bidding and AI-driven campaign types

Location

New York, NY

Work Type

Onsite (minimum 3 days per week)

Experience Level

10-12 years in performance, growth, or acquisition marketing
At least 3 years setting cross-channel investment strategy

Education Level

Bachelor's degree in marketing, business, economics, or a quantitative field, or equivalent experience
MBA or advanced degree preferred

About the Company

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.