Senior Director, Norton Global Brand & Integrated Marketing

Gen Digital Inc.•Mountain View, CA

2d•Hybrid

About The Position

The Senior Director, Norton Global Brand & Integrated Marketing is responsible for defining and operationalizing the global brand strategy while owning campaign architecture, content strategy, messaging and go-to-market execution across key product launches and initiatives. This role sits at the intersection of brand, product marketing, and growth—ensuring the brand vision translates into differentiated product messaging, high-impact campaigns, and flawlessly executed global launches. The Senior Director shapes brand architecture, campaign systems, product storytelling, and GTM orchestration to drive both long-term brand equity and near-term business performance. Success in this role requires bold strategic thinking, strong creative judgment, operational rigor, and the ability to influence and align senior cross-functional stakeholders across Product, Analytics, Regional Marketing, Media, Social, Web, PR, Sales, and Partner teams. This leader will manage and develop a high-performing team across brand, campaigns and integrated marketing functions.

Requirements

15+ years of progressive leadership level experience across brand marketing, product marketing, and integrated marketing—preferably within technology or subscription-based DTC businesses.
Proven leadership in defining global brand strategy and translating it into scalable campaign architecture and GTM execution.
Demonstrated ownership of end-to-end product launches, including positioning, messaging, audience strategy, channel mix, investment planning, and optimization.
Deep expertise in integrated campaign planning across channels, with strong understanding of full-funnel marketing and acquisition performance.
Strong product storytelling capabilities, with experience developing high-impact product assets and narratives.
Analytics-driven mindset with experience defining KPIs, forecasting impact, and optimizing performance based on data and insights.
Experience driving regional activation and sales enablement in global organizations.
Strong cross-functional leadership and stakeholder influence at senior levels.
Experience managing agencies and significant creative and campaign budgets.
Ability to operate with agility across multiple priorities while building scalable systems and processes.
Strong curiosity and applied use of AI in both strategic and creative marketing workflows.

Responsibilities

Own and evolve global brand strategy—defining brand strategy, promise, narrative, voice, and visual identity—and embed brand principles across the organization in partnership with creative agency and brand leadership.
Lead campaign architecture and messaging systems that scale from corporate narrative to product-level value propositions.
Ensure consistent, cohesive brand expression across paid, organic, lifecycle, web, partner, and regional touchpoints.
Own end-to-end integrated marketing strategy for key product launches and initiatives, from positioning and messaging through launch planning, activation, and optimization.
Define launch tiering, target audiences and messaging frameworks.
Drive development of GTM plans including acquisition channel mix (DTC and non-DTC), investment levels, KPIs, and launch cadence in partnership with Acquisition Strategy, PR, Social, Web and Media & Performance teams.
Drive operational excellence in GTM execution, ensuring clear choreography across marketing, product, analytics, regional, and channel teams.
Integrate full lifecycle understanding to support needs of CRM and partner teams as needed for each initiative.
Design and operationalize campaign architecture that aligns brand-level storytelling with product launches, seasonal initiatives, and business priorities.
Establish and manage a global campaign and storytelling calendar aligned by geo, product, and strategic priority.
Ensure campaign clarity, prioritization, and effective allocation of resources across initiatives.
Craft compelling, differentiated product positioning and customer-centric messaging aligned to audience insights and product strategy.
Develop and maintain foundational product storytelling assets, including product copy, visuals, videos, screenshots, animations, and sales materials.
Continuously evolve messaging and materials based on product updates and in-market learnings.
Drive key initiative and pillar positioning and messaging across the year including new and different audiences and platforms like Small Business.
Lead scaled content strategy and creative production in close partnership with in-house agency leadership.
Oversee briefing excellence, asset development, production timelines, and budget management.
Ensure assets are designed for full-funnel use and optimized for performance by channel.
Partner with performance media and analytics teams to size opportunities, forecast impact, define KPIs, and connect marketing performance back to strategic plans.
Drive acquisition-oriented creative and campaign optimization through data-backed insights.
Lead post-launch optimization efforts, coordinating cross-channel learnings and continuously improving performance.
Drive global-to-regional GTM activation, ensuring regional and partner marketing teams are armed with clear positioning, assets, and guidance, as needed by product and initiative.
Incorporate regional insights into global strategy and campaign development.
Support sales and partner marketing with enablement materials and storytelling.
Manage and develop a team across Brand and Integrated Marketing (approx. 6–8 team members globally).
Foster strong cross-functional collaboration and influence senior stakeholders to align brand and GTM strategy with revenue goals.
Introduce new ways of working that improve speed, clarity, and integration across brand and product marketing.
Champion bold, insight-driven ideas while maintaining operational rigor and executional excellence.
Leverage AI and emerging technologies to enhance strategic development, creative processes, and marketing performance.