Freemium Brand Strategy & Campaigns Sr. Manager

The Freemium Brand Strategy & Campaign Sr. Manager is a senior individual contributor responsible for shaping and operationalizing brand strategy across major campaigns, product launches, and brand initiatives.

This role translates the global brand vision into clear positioning, messaging architecture, and scalable campaign frameworks that drive both long-term brand equity and near-term business performance. Working at the intersection of brand, product marketing, and growth, the Sr. Manager defines how key initiatives come to life in-market - ensuring campaigns are insight-driven, differentiated, and fully integrated across channels and geographies.

The Sr Manager partners closely with Go-to-Market leaders, Acquisition Strategy, Media & Performance, Social, Web, PR, Analytics, and other cross functional teams to align on strategy before execution begins. Success requires strong strategic thinking, creative judgment, structured planning, and the ability to influence cross-functional stakeholders without direct authority.

Brand Strategy Development

• Drive evolution and refinement of global brand strategy, positioning, and narrative in partnership with leader.
• Translate audience insights, competitive dynamics, and product strategy into clear brand frameworks and messaging systems.
• Develop strategic narratives that ladder from corporate brand story to product-level value propositions.
• Ensure brand principles and guardrails are reflected in campaign briefs and initiative strategies.
• Contribute to development and evolution of brand identity systems with in-house agency and Brand Design leadership.
• Deep understanding of the brand and edges to bring strategies to the table that execute into authentic storytelling that drives the business.

Campaign & Content Architecture & Systems

• Design campaign architecture for Avast overall and for key initiatives—defining strategic platforms, messaging hierarchies, audience segmentation, and campaign interactions.
• Establish structured frameworks that align upper-funnel brand storytelling with mid- and lower-funnel conversion objectives.
• Develop out of the box ideas to drive upper funnel story telling that can scale all the way down to performance marketing.
• Partner with creative team to develop strategic campaigns and content series for paid and organic customer acquisition
• Build scalable campaign toolkits and playbooks that enable cross-channel and cross-geo execution, in a modern AI-first way.
• Ensure campaign prioritization and sequencing align with annual brand and business objectives.

Key Initiative & Launch Strategy

• Lead strategic campaign development for high-priority launches, seasonal campaigns, and growth initiatives.
• Author comprehensive campaign briefs grounded in audience insight, product differentiation, and measurable business goals.
• Define launch positioning, core messages, audience targets, and strategic KPIs in collaboration with Product Marketing and Acquisition teams.
• Ensure initiative strategies integrate seamlessly across paid, owned, earned, lifecycle, web, partner, and regional channels.

Breakthrough and Resonate Creative Development

· Champion bold, insight-driven creative thinking—pushing beyond category norms to develop breakthrough campaign platforms and brand moments that differentiate Avast and the freemium brand portfolio in market and in culture.

· Generate and shape new, high-impact ideas for key initiatives and launches, translating strategy into compelling creative territories that inspire teams and drive measurable brand and business results.

· Partner closely with in-house agency teams to ensure concepts are not only innovative and brand-elevating, but also performance-oriented—designed to drive awareness, engagement, conversion, and long-term brand equity.

GTM Integration & Cross-Functional Alignment

• Partner closely with Go to Market teams to ensure product positioning aligns with brand narrative and campaign architecture.
• Collaborate with Acquisition strategy and Media & Performance teams to ensure campaign structures support both brand lift and acquisition impact.
• Align with Regional Marketing teams to ensure global strategy can scale and localize effectively.
• Facilitate cross-functional alignment meetings to drive clarity, sequencing, and strategic consistency across initiatives.

Measurement & Optimization

• Define success frameworks for major initiatives, connecting brand health metrics with performance KPIs.
• Partner with Analytics to embed learning agendas into key campaigns.
• Translate performance insights into strategic refinements for future initiatives and brand platforms.

Innovation & AI Enablement

• Leverage AI tools to accelerate insight synthesis, audience segmentation, messaging iteration, and campaign scenario planning.
• Identify opportunities to continuously modernize campaign development processes to increase speed and strategic clarity.

· Visionary leader with a strategic mindset and a passion for leveraging data to drive decision making.

· Ability to thrive in a fast-paced, high-tech environment and manage complex problem.

Location: NYC Office (Onsite 3 days per week)

The annual base salary for this position is expected to be between $140,000 and $160,000. 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.

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.

• 10+ years of experience in brand strategy, integrated marketing, or campaign planning roles.
• Proven experience leading strategic development for large-scale brand campaigns or major product launches.
• Strong expertise in brand positioning, messaging architecture, and integrated campaign systems.
• Experience balancing long-term brand building with short-term business and growth goals.
• Demonstrated ability to translate research and insights into clear strategic direction and high-quality campaign briefs.
• Strong understanding of full-funnel marketing and GTM integration.
• Experience working within complex, global, matrixed organizations.
• Strong communication and storytelling skills with ability to influence senior stakeholders.
• Analytical fluency and ability to connect brand strategy to measurable outcomes.
• Demonstrated curiosity and applied use of AI within marketing strategy workflows preferred.