Product Marketing & GTM Lead Manager - LifeLock

About Gen:

Gen is a global company dedicated to powering Digital Freedom through its trusted consumer brands including Norton, Avast, LifeLock, 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.

Together, we share a collective passion and vision to protect consumers and help them grow, manage and secure their digital and financial lives. 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.

When you’re part of Gen, you’ll have the flexibility, tools and support to do your best work and grow your career – from flexible working options and time off to competitive pay, benefits and well-being programs.

At Gen, we are scrappy and relentlessly customer driven. We create room for healthy debate, experimentation and continuous learning, and we seek out people with different experiences, identities and ideas to join our team. You’ll work with people who back each other, respect each other and understand that our differences are a competitive advantage.

If this sounds like you, we’d love you to be part of Gen.

About the Role:

The Lead Manager, Product Marketing & GTM – Freemium, is responsible for end-to-end marketing positioning, messaging, launch strategy, and integrated go-to-market execution across the Freemium portfolio (Avast, AVG, Avira, CCleaner).

This role sits at the center of Product, Brand, Growth, Analytics, Regional Marketing, and Channel teams—owning the development of differentiated product positioning and ensuring flawless orchestration of launches from strategy through in-market optimization.

The role combines product marketing leadership with integrated marketing and GTM execution, ensuring clear storytelling, disciplined launch planning, operational excellence, and measurable business impact.

Key Responsibilities:

Product Positioning & Messaging Leadership

· Own marketing positioning and messaging for products and launches, crafting clear, compelling, and differentiated product narratives.

· Define messaging architecture aligned to target audiences and product strategy.

· Develop high-impact product copy, value propositions, key selling points, and feature narratives.

· Maintain and evolve foundational product storytelling assets including videos, screenshots, and hero product materials.

End-to-End Launch Strategy & GTM Ownership

· Define comprehensive launch plans including tiering, target audiences, key messages, acquisition channel mix (DTC and non-DTC), investment levels, and launch cadence.

· Own integrated marketing execution as part of GTM, ensuring operational excellence and clear launch choreography.

· Partner closely with Product Strategy to ensure marketing execution aligns to broader GTM objectives.

· Develop and compile full integrated marketing plans in partnership with commercial teams - including channels, investment, campaign frameworks, calendar, and required assets.

Integrated Campaign Planning & Execution

· Establishes business goals and objectives of each GTM and ensures plans are built to achieve goals.

· Drive and execute cross-functional, integrated campaigns across paid, owned, earned, lifecycle, partner, and regional channels – focusing on the entire end to end customer journey.

· Develop foundational launch materials ensuring accurate and compelling representation of product capabilities.

Analytics-Driven Planning & Optimization

· Partner with Analytics to size opportunities, forecast impact, and define launch KPIs.

· Connect launch performance back to the original plan and business objectives.

· Monitor in-market results post-launch and coordinate cross-channel learnings.

· Continuously optimize messaging, materials, and activation strategies based on performance insights.

Cross-Functional Leadership & Execution Excellence

· Embed AI into product marketing and GTM workflows, leveraging it to accelerate insight synthesis, messaging development, launch planning, asset creation, and performance optimization.

· Demonstrate strong cross-functional fluency across channels, product, brand, analytics, and regional teams.

· Proactively connect teams and drive clarity across complex launches.

· Apply strong project management fundamentals to ensure timelines and deliverables are met.

· Bring innovative and bold launch ideas while maintaining disciplined execution.

About you:

· 8–12 years of experience across product marketing, integrated marketing, and GTM strategy within technology or subscription businesses.

· Proven leadership in product positioning and differentiated messaging development.

· Demonstrated ownership of end-to-end launch marketing strategy and execution.

· Strong expertise in integrated campaign planning across channels and investment levels.

· Track record of developing product storytelling assets and high-impact launch materials.

· Analytics-driven mindset with experience forecasting impact and optimizing performance.

· Experience driving regional GTM activation and supporting sales enablement.

· Strong cross-functional collaboration skills with ability to influence stakeholders globally.

· Applied use of AI in launch planning, messaging development, and optimization workflows preferred.

Location: Tempe, AZ Office (Onsite 3 days per week)

The annual base salary for this position is expected to be between $175,000 and $200,000. Base salary is one component of Gen's total compensation package, which includes 401(k) match, health insurance options, disability coverage, life insurance, and unlimited paid time off. Actual salaries will vary based on a candidate’s qualifications, experience, skills, and competencies related to the role.

What’s Next….

After you submit your application, you can expect the following steps in the recruitment process:

· TA Call

· Hiring Manager (Virtual)

· Department Head (Virtual)

· Senior Leadership (Virtual)

· Final Interview - Hiring Manager (Virtual or face-to-face)