Senior Go-To-Market and Integrated Marketing Manager - Norton

Gen Digital•New York, NY

11d•Hybrid

About The Position

This is a brand and growth marketing role focused on Norton product initiatives and go-to-market execution. Working closely with Brand, Growth, Integrated Marketing, Product, Creative, Analytics, Regional Marketing and Channel teams, the manager translates positioning into clear, compelling marketing messages and materials, and leads launches for existing Norton products and features from planning through in-market optimization. The role applies product marketing expertise to integrated marketing and GTM execution, with an emphasis on clear storytelling, disciplined launch planning, operational excellence and measurable business impact. The manager owns product messaging and foundational storytelling assets, developing messaging architecture, product copy, value propositions, selling points and feature narratives aligned with target audiences, product strategy and the Norton brand. They ensure core copy and assets remain accurate, current and available across teams and geographies, stay informed about competitive messaging and launches, and use message testing to improve the relevance and impact of messaging and visuals. The role defines and leads end-to-end launch plans for existing Norton products and features, including tiering, audiences, messages, channel mix, investment, cadence, campaign frameworks and assets. In partnership with product, marketing and regional teams, the manager coordinates integrated execution across the customer journey and translates launch strategy into materials for web, lifecycle, paid, partner and regional channels. They establish goals and KPIs, forecast and monitor impact, and optimize messaging, materials and activation based on performance insights. The manager also connects cross-functional teams, oversees timelines and deliverables, equips regional, partner and customer support teams with launch kits and training, and incorporates AI into workflows for insight synthesis, messaging, planning, asset creation and optimization. The position is based in New York City and requires working in a hybrid arrangement 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, including experience forecasting impact and optimizing performance.
Strong organizational and execution skills, project management fundamentals, and 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 outputs, such as launch planning, messaging development and optimization workflows.

Responsibilities

Own marketing messaging for current Norton products and maintain accurate, current and optimized messaging, narratives and assets; communicate updates across the organization.
Define messaging architecture aligned with target audiences and product strategy and 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 adjust Norton messaging and assets.
Use message testing to evaluate and improve messages, visuals and stories in market.
Define comprehensive launch plans, including tiering, audiences, key messages, acquisition channel mix across owned, earned and paid channels and DTC and non-DTC, investment, cadence, campaign frameworks and required assets.
Build launch plans with Product Strategy, Integrated Marketing, Acquisition Strategy and Regional Marketing teams.
Lead and coordinate integrated marketing execution as part of GTM, 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 across the end-to-end customer journey.
Translate launch strategy into materials for web, lifecycle, paid, partner and regional channels, ensuring product capabilities are represented accurately and compellingly.
Partner with Analytics to size opportunities, forecast impact and define launch KPIs.
Measure launch performance against plans and business objectives, monitor post-launch results and coordinate cross-channel learnings.
Optimize messaging, materials and activation based on performance insights.
Incorporate AI into workflows for insight synthesis, messaging, launch planning, asset creation and optimization.
Connect teams across channels, product, brand, analytics and regional groups, and drive clarity across complex launches.
Manage projects to keep timelines and deliverables on track while bringing innovative launch ideas and disciplined execution.
Equip regional, partner and customer support teams with launch kits, messaging and training.