Senior Go-To-Market and Integrated Marketing Manager - Norton
About The Position
This brand and growth marketing role focuses on Norton product initiatives and go-to-market execution. Working with Brand, Growth, Integrated Marketing, Product, Creative, Analytics, Regional Marketing and Channel teams, the manager translates product positioning into clear marketing messaging and materials and leads launches for existing Norton products and features, from planning through in-market optimization. The role applies product marketing disciplines to integrated marketing and GTM execution, emphasizing clear storytelling, structured launch planning, operational excellence and measurable business impact. It owns product messaging and foundational storytelling assets, develops end-to-end launch plans and campaigns, and uses analytics to monitor and optimize performance. The manager also leads cross-functional coordination, incorporates AI into workflows, and equips regional, partner and customer support teams with launch materials and training. The role is based in New York City and requires working onsite three days per week.
Requirements
- 8–12 years of experience across product marketing, integrated marketing and GTM strategy in technology or subscription businesses.
- Solid understanding of DTC and subscription businesses and performance marketing.
- Experience supporting global or multi-regional marketing programs.
- Proven leadership in product positioning and differentiated messaging.
- Track record of developing product storytelling assets and high-impact launch materials.
- Demonstrated ownership of end-to-end launch marketing strategy and execution.
- Strong integrated campaign planning across owned, earned and paid channels and investment levels.
- Experience driving regional GTM activation and equipping regional, partner and customer support teams with launch toolkits and messaging.
- Analytics-driven mindset, with experience forecasting impact and optimizing performance.
- Strong organization, execution focus and project management fundamentals, including experience building systems and operating processes to keep multiple initiatives on track.
- Strong cross-functional collaboration skills and ability to influence stakeholders globally.
- Genuine curiosity about AI and proven use of AI to advance work, teams and output, such as launch planning, messaging development and optimization workflows.
Responsibilities
- Own and maintain accurate, current and differentiated marketing messaging for Norton products, and communicate updates across the organization.
- Define messaging architecture aligned with target audiences and product strategy, connected to the Norton brand narrative.
- Develop product copy, value propositions, key selling points and feature narratives, and maintain core copy as a central company asset for teams and geographies.
- Own the accuracy, messaging and availability of foundational product storytelling assets, including videos, screenshots and hero product materials.
- Monitor competitive positioning, messaging and launches, and proactively update Norton messaging and assets; use message testing to assess messages, visuals and stories.
- Define comprehensive launch plans, including tiering, audiences, key messages, channel mix, investment levels, cadence, campaign frameworks and required assets.
- Build launch plans with Product Strategy, Integrated Marketing, Acquisition Strategy and Regional Marketing teams.
- Lead integrated marketing execution for GTM launches, ensuring operational excellence and clear launch choreography.
- Partner with Product Strategy and product managers to align marketing execution with broader GTM objectives.
- Set business goals and objectives for each GTM and develop plans to achieve them.
- Drive integrated campaigns across paid, owned, earned, lifecycle, partner and regional channels throughout the customer journey.
- Translate launch strategy into materials for web, lifecycle, paid, partner and regional channels, ensuring accurate and compelling representation of product capabilities.
- Partner with Analytics to size opportunities, forecast impact and define launch KPIs.
- Connect launch performance with plans and business objectives, monitor post-launch results and coordinate cross-channel learnings.
- Optimize messaging, materials and activation based on performance insights.
- Embed AI in workflows for insight synthesis, messaging, launch planning, asset creation and optimization.
- Connect teams and provide clarity across complex launches, while managing timelines and deliverables.
- Develop innovative launch ideas while maintaining disciplined execution.
- Equip regional, partner and customer support teams with launch kits, messaging and training.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
