Integrated GTM & Product Marketing Lead

How We Work:

Our hybrid work style (3 days in the New York office) gives us the face-to-face time to have creative conversations, meaningful meetings, make quick decisions and build relationships. And it’s flexible enough to give you the space to do your best work.

About the Role:

The Global Integrated Marketing Lead, Freemium is a senior individual contributor role responsible for shaping how we show up in market through compelling storytelling, sharp campaign thinking and integrated go-to-market execution across our freemium portfolio: Avast, AVG, Avira and CCleaner, with a primary focus on Avast.

Working at the intersection of Product, Growth Marketing, Brand, Creative, Analytics, Commercial and Global Regional teams, you will craft consumer narratives and lead integrated campaigns end to end, from brief and strategy through to launch execution and post-campaign evaluation, whether that’s a new product, a new campaign platform or a seasonal initiative. You will ensure everything we put in front of consumers is grounded in insight, drives adoption, engagement, conversion and revenue growth, and lands consistently across markets.

About the Team:

The Freemium Marketing team is responsible for commercializing Avast, AVG, Avira and CCleaner, some of the most recognized names in consumer cybersecurity. Working closely with Product, Growth Marketing, Analytics, Creative, Lifecycle Marketing and Regional teams, the Freemium team brings new products and features to market, shaping how customers discover, understand, adopt and upgrade across the portfolio.

The team combines product marketing, integrated marketing, customer insights and commercial strategy to drive engagement, free to paid conversion and long term business growth. The team operates in a fast-paced environment where customer insight, commercial thinking, data-driven decision making and AI-enabled marketing practices come together to deliver meaningful business impact at scale.

Key Responsibilities:

Positioning, Messaging & Storytelling:

Own the brand and campaign narrative across the Freemium portfolio, from high-level positioning to the copy that lands with consumers

Develop customer-centric stories that cut through, connect emotionally and clearly communicate product value

Create compelling messaging and assets for product launches, campaign initiatives and always-on marketing

Ensure consistent, on-brand storytelling across all customer touchpoints and channels

Go-to-Market Strategy & Launch Execution:

Lead go-to-market planning and execution across new product launches, campaign initiatives and strategic marketing programs

Define target audiences, key messages, launch priorities and success metrics

Partner closely with Product teams to understand the roadmap, shape go-to-market strategies and ensure marketing is aligned to product direction and customer needs

Drive launch and campaign readiness, coordinating execution across cross-functional stakeholder groups

Integrated Marketing Planning:

Develop integrated marketing plans across paid, owned, lifecycle, affiliate, partner and regional channels, working closely with global regional teams to adapt and localize programs for key markets

Partner closely with Growth Marketing teams on acquisition strategy, audience targeting, offer development and launch execution

Ensure messaging and marketing programs are optimized to drive acquisition, engagement, conversion and retention

Translate campaign and customer insights into improvements across messaging, customer experiences and go-to-market strategy

Performance & Optimization:

Own campaign performance end to end, from defining success metrics at the briefing stage through to post-campaign evaluation and learnings

Define launch KPIs and success metrics in partnership with Analytics teams

Monitor performance and connect results back to business objectives

Evaluate campaign results with rigor, connecting performance data back to business outcomes and extracting clear insights that inform the future campaign

Optimize messaging, campaigns and customer journeys using customer and performance data

Drive continuous improvement through testing, learning and experimentation

Cross-Functional Leadership:

Serve as a key strategic partner to the Product team bridging product development and market execution to ensure launches and campaigns are insight-led and commercially effective

Build strong working relationships with global regional teams to drive consistent, locally relevant marketing execution across markets

Influence and align stakeholders across Product, Marketing, Analytics, Commercial and Regional teams

Drive alignment and execution across multiple functions and markets

Leverage AI tools to improve efficiency, insight generation, content development and planning

About You:

Education: Bachelor’s degree or equivalent practical experience

Experience:

8+ years of experience in Integrated Marketing, GTM, Campaign Management or related disciplines

Experience leading go-to-market execution across both new product launches and campaign-led initiatives

A strong storytelling background with ability to craft compelling narratives that resonate with consumers and translate complex ideas into clear, engaging copy and campaigns

Experience partnering closely with Product Management and Growth Marketing teams

Experienced in evaluating campaign performance end to end, from pre-launch KPI setting through in-flight optimization to post-campaign reporting and insight generation

Experience operating within global, matrixed organizations.

Experience working with global regional teams to adapt and deliver marketing programs across multiple markets.

Skills:

Consumer Storytelling & Messaging

Go-to-Market Strategy & Execution

Integrated Marketing Planning

End-to-End Campaign Management

Customer Acquisition & Conversion

Customer Segmentation & Audience Strategy

Marketing Analytics & Measurement

Cross-Functional Leadership

Project & Program Management

Executive Communication & Presentation

AI-Enabled Marketing Tools

Personal Attributes:

A natural storyteller who brings narratives to life across campaigns, channels and creative

Detail-oriented with rigor across briefs, plans and executional details

Strategic thinker who connects insight, commercial goals and execution

Natural problem solver who gets to root causes quickly and drives practical solutions

Adaptable and quick to shift focus as priorities evolve

Customer-focused and commercially minded

Strategic thinker who is data-informed

Collaborative, adaptable and results-oriented

Comfortable navigating ambiguity and solving complex business challenges

Embraces AI as a tool to improve effectiveness, efficiency and innovation

Compensation & Benefits:

The annual base salary for this position is expected to be between $190,000 and $215,000. Base salary is one component of Gen’s total compensation package, which includes:

401(k) match

Health & Wellness: access to medical, dental and vision insurance plans

Financial Security: opportunities to invest through our Employee Stock Purchase Plan (ESPP)

Work-Life Balance: unlimited paid time off, company holidays

Professional Development: annual education reimbursement for job related courses

Wellness Reimbursement: to cover fitness related expenses

Additional Perks: access to commuter spending accounts, legal assistance plans, family support services and exclusive employee discounts

Actual salaries will vary based on a candidate’s qualifications, experience, skills and competencies related to the role.

What’s Next:

Your CV will be reviewed by the recruiter and hiring manager to assess the scope of your role, the impact you’ve delivered, and how your experience aligns with the position. If shortlisted, the recruiter will be in touch to arrange an initial conversation, a chance to explore your background, what’s compelling you to Gen, and whether there’s a strong mutual fit.

Gen is an equal opportunity employer, and we’re committed to fair, inclusive practices at every stage of the candidate and employee journey. Employment decisions are based on merit, experience and business needs.