Senior Go-To-Market and Integrated Marketing Manager - Norton
Gen Digital · New York City, New York
About Gen
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.
About the role
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, you'll translate positioning into clear, compelling marketing messaging and materials, and quarterback launches for existing Norton products and features from planning through in-market optimization.
This hands-on role applies product marketing expertise and disciplines to integrated marketing and GTM execution: clear storytelling, disciplined launch planning, operational excellence and measurable business impact.
Key responsibilities
Product messaging and foundational assets
- Own marketing messaging for current Norton products, crafting clear, compelling, differentiated product narratives, while keeping messaging, narratives and assets accurate, up to date and optimized, communicating updates to teams across the organization.
- Define messaging architecture aligned to target audiences and product strategy, laddering up to the Norton brand narrative.
- Develop high-impact product copy, value propositions, key selling points and feature narratives. And maintain core copy as a central company asset for use across teams and geographies.
- Own the accuracy and messaging and availability of foundational product storytelling assets, including videos, screenshots and hero product materials.
- Stay current on competitive positioning, messaging and launches, and move proactively to adjust Norton's messaging and assets accordingly. Use message testing to ensure Norton has relevant and impactful messages, visuals and stories in market.
End-to-end launch marketing and GTM for existing Norton products and features
- Define comprehensive launch plans including tiering, target audiences, key messages, acquisition channel mix (owned, earned and paid, across DTC and non-DTC), investment levels, launch cadence, campaign frameworks and required assets.
- Build launch plans in partnership with Product Strategy, Integrated Marketing, Acquisition Strategy and Regional Marketing teams.
- Lead and quarterback integrated marketing execution as part of GTM, ensuring operational excellence and clear launch choreography.
- Partner closely with Product Strategy and product managers so marketing execution aligns to broader GTM objectives.
- Set business goals and objectives for each GTM and build plans to reach them.
- Drive cross-functional integrated campaigns across paid, owned, earned, lifecycle, partner and regional channels, covering the end-to-end customer journey.
- Translate launch strategy into required materials across web, lifecycle, paid, partner and regional channels, ensuring they represent product capabilities accurately and compellingly.
Analytics-driven planning and optimization
- Partner with Analytics to size opportunities, forecast impact and define launch KPIs.
- Connect launch performance back to plan and business objectives.
- Monitor in-market results post-launch and coordinate cross-channel learnings.
- Continuously optimize messaging, materials and activation based on performance insights.
Cross-functional leadership and execution
- Embed AI into workflows to speed up insight synthesis, messaging, launch planning, asset creation and optimization.
- Work fluently across channels, product, brand, analytics and regional teams.
- Proactively connect teams and drive clarity across complex launches.
- Apply strong project management to keep timelines and deliverables on track.
- Bring innovative, bold launch ideas while keeping execution disciplined.
- Equip regional, partner and customer support teams with launch kits, messaging and training.
About you
- 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, with 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.
- Highly organized and execution-focused, with strong project management fundamentals and experience building the systems and operating processes that keep multiple initiatives on track.
- Strong cross-functional collaboration and the ability to influence stakeholders globally.
- Genuinely curious about AI and proven use of AI to advance the work, the team and the output (i.e. launch planning, messaging development and optimization workflows).
Location: New York City (Hybrid Requirement 3 days per week)