Integrated GTM & Product Marketing Lead

Gen Digital•New York, NY

20h•$190,000 - $215,000•Hybrid

About The Position

The Global Integrated Marketing Lead, Freemium is a senior individual contributor responsible for shaping market-facing storytelling and leading integrated go-to-market execution across Gen’s freemium portfolio—Avast, AVG, Avira and CCleaner—with a primary focus on Avast. The role works across Product, Growth Marketing, Brand, Creative, Analytics, Commercial and Global Regional teams to develop consumer narratives and lead campaigns from brief and strategy through launch and post-campaign evaluation. Marketing should be grounded in customer insight and support adoption, engagement, conversion and revenue growth across markets. The Freemium Marketing team commercializes the Avast, AVG, Avira and CCleaner brands. In partnership with Product, Growth Marketing, Analytics, Creative, Lifecycle Marketing and Regional teams, it brings products and features to market and helps customers discover, understand, adopt and upgrade across the portfolio. The team combines product and integrated marketing, customer insights and commercial strategy, using data-driven decision making and AI-enabled marketing practices to support business growth. This role owns portfolio positioning and campaign narratives, develops integrated marketing plans, leads launches and campaigns, and measures and optimizes results. It also serves as a strategic partner to Product and coordinates stakeholders and regional teams to deliver consistent, locally relevant execution. The position is based in New York with a hybrid schedule of three days in the office.

Requirements

Bachelor’s degree or equivalent practical experience.
At least 8 years of experience in Integrated Marketing, GTM, Campaign Management or related disciplines.
Experience leading go-to-market execution for both new product launches and campaign-led initiatives.
Strong storytelling ability, including crafting consumer-relevant narratives and translating complex ideas into clear, engaging copy and campaigns.
Experience partnering closely with Product Management and Growth Marketing teams.
Experience evaluating campaign performance end to end, including pre-launch KPI setting, in-flight optimization, post-campaign reporting and insight generation.
Experience working in global, matrixed organizations.
Experience working with global regional teams to adapt and deliver marketing programs across multiple markets.
Skills in consumer storytelling and messaging, go-to-market strategy and execution, integrated marketing planning, end-to-end campaign management, customer acquisition and conversion, customer segmentation and audience strategy, marketing analytics and measurement, cross-functional leadership, project and program management, executive communication and presentation, and AI-enabled marketing tools.

Responsibilities

Own brand and campaign narratives across the Freemium portfolio, from positioning to consumer-facing copy.
Develop customer-centric stories and messaging that clearly communicate product value.
Create messaging and assets for product launches, campaign initiatives and always-on marketing.
Ensure consistent, on-brand storytelling across customer touchpoints and channels.
Lead go-to-market planning and execution for product launches, campaign initiatives and strategic marketing programs.
Define target audiences, key messages, launch priorities and success metrics.
Partner with Product teams to understand roadmaps, shape go-to-market strategies and align marketing with product direction and customer needs.
Coordinate launch and campaign readiness and execution across cross-functional stakeholders.
Develop integrated plans across paid, owned, lifecycle, affiliate, partner and regional channels.
Work with global regional teams to adapt and localize programs for key markets.
Partner with Growth Marketing on acquisition strategy, audience targeting, offer development and launch execution.
Optimize marketing programs to drive acquisition, engagement, conversion and retention.
Translate campaign and customer insights into improvements in messaging, customer experiences and go-to-market strategy.
Define launch KPIs and success metrics with Analytics teams.
Monitor campaign performance, evaluate results against business objectives and extract insights for future campaigns.
Use customer and performance data to optimize messaging, campaigns and customer journeys.
Drive continuous improvement through testing, learning and experimentation.
Serve as a strategic partner to Product, connecting product development with insight-led, commercially effective market execution.
Build relationships with global regional teams and influence alignment across Product, Marketing, Analytics, Commercial and Regional teams.
Drive execution across multiple functions and markets.
Use AI tools to improve efficiency, insight generation, content development and planning.