Employee Benefits Marketing Manager

The Employee Benefits Marketing Manager is responsible for bringing new commercial offerings to market and driving product commercialization across the Employee Benefits portfolio. This role partners closely with Product, Sales, Demand Generation, Creative, Communications, Operations, Legal, and Executive Leadership to develop go-to-market strategies that accelerate adoption, support revenue growth, and position Gen as a market leader in the Employee Benefits space.

This role will play a vital role from strategy to launch — owning positioning, messaging, product marketing, launch planning, cross-functional readiness, and ongoing optimization. A key pillar of this role is establishing a strong thought leadership voice in the Employee Benefits market through strategic content creation, events and content syndication.

As the commercial portfolio expands, this individual will lead high-impact initiatives such as Financial Wellness, Executive solutions, and future strategic product launches while establishing repeatable GTM frameworks across the organization.

Go-to-Market Strategy

· Help create the commercialization strategy for new and existing Employee Benefits solutions.

· Develop GTM strategies that align product capabilities with customer and market needs.

· Define launch objectives, success metrics, timelines, and commercialization plans.

· Build repeatable GTM processes that scale across multiple products.

AI & Innovation

· Champion the integration of AI tools and emerging technologies across the GTM lifecycle — from market research and competitive intelligence to messaging development and launch planning.

· Leverage AI-powered platforms to accelerate content creation, audience segmentation, and campaign personalization at scale.

· Continuously seek emerging AI capabilities that improve marketing effectiveness, speed to market, and commercial impact.

· Serve as an internal advocate for AI adoption within the Partner Marketing team, sharing best practices and enabling team-wide upskilling.

Product Marketing

· Develop positioning, messaging, value propositions, and differentiation.

· Translate complex product capabilities into compelling customer value.

· Create messaging frameworks for employers, brokers, consultants, and sales teams.

· Continuously refine positioning based on market feedback and competitive intelligence.

Thought Leadership & Content Creation

· Develop and own a thought leadership strategy that elevates Gen's authority in the Employee Benefits, Financial Wellness, and Cyber Safety categories.

· Support the production of insight-driven content including white papers, articles, and webinars.

· Collaborate with subject matter experts across Sales and Product to distill complex topics into compelling narratives for employers, brokers, and HR/benefits decision-makers.

· Build and maintain an editorial calendar that supports GTM launches, sales cycles, and demand generation campaigns.

Cross-Functional Leadership

· Serve as marketing lead for new product launches.

· Partner closely with Product Management throughout development.

· Coordinate launch readiness across Sales, Demand Generation, Creative, Communications, Customer Marketing, Legal, Operations, and Executive Leadership.

· Drive alignment across multiple stakeholders while balancing competing priorities.

Market & Customer Insights

· Monitor industry trends, competitive activity, and customer needs.

· Gather feedback from Sales, brokers, employers, and customers to inform commercialization strategies.

· Identify market opportunities that support future product innovation.

Commercialization

· Define launch plans and integrated marketing strategies.

· Partner with Demand Generation on campaign strategy.

· Partner with Customer Marketing on lifecycle experiences.

· Ensure launch activities remain aligned throughout the customer journey.

Performance Optimization

· Measure launch performance against defined KPIs.

· Analyze adoption, pipeline, engagement, and customer feedback.

· Recommend optimizations based on performance insights.

· Product Marketing

· Go-to-Market Strategy

· Commercialization

· Product Launch Management

· Strategic Planning

· Executive Communication

· Cross-functional Leadership

· Competitive Intelligence

· Messaging & Positioning

· Customer Research

· Strong business acumen

· Excellent presentation skills

· Ability to influence without authority

· Experience managing highly visible strategic initiatives

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.

· Bachelor's degree in Marketing, Business, Communications, or related field

· 8+ years of B2B marketing experience

· Experience leading product launches

· Experience developing GTM strategies

· Employee Benefits, HR Technology, Financial Wellness, Cyber Safety, SaaS, or Financial Services experience preferred

· Experience working with Product Management and Sales organizations