Senior Manager, Integrated Marketing and Brand Campaigns

About the role

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 LifeLock Integrated Marketing – Campaigns & GTM Sr Manager is an individual contributor who shapes and brings brand strategy to life across major campaigns, product launches, and integrated go-to-market initiatives. This role turns brand strategy into clear positioning, messaging, and scalable campaign frameworks that build long-term brand equity and deliver near-term business results.

Working at the intersection of brand, product marketing, and growth, this role develops differentiated, insight-driven initiatives and orchestrates launches from strategy through in-market optimization. Success requires strategic thinking, creative judgment, disciplined planning, and the ability to influence cross-functional partners.

Key Responsibilities

Positioning, Messaging & Storytelling

· Develop insight- and business-goal-led campaign briefs; define launch positioning, core messages, target audiences, and success metrics with Product and Acquisition teams.

· Ensure campaign strategies are integrated across paid, owned, earned, lifecycle, web, and partner channels.

Breakthrough Creative Development

· Champion bold, insight-driven creative that pushes beyond category norms, building distinctive campaign platforms and brand moments that drive brand and business results.

· Shape high-impact creative territories for key initiatives and launches, partnering with in-house agency teams on brand-building creative that supports awareness, engagement, and conversion.

Go-to-Market Strategy & Launch Execution

· Lead go-to-market planning and execution for product launches, campaigns, and strategic marketing programs; define target audiences, messaging, launch priorities, and success metrics.

· Partner with Product teams to align go-to-market strategies with product direction, roadmap, and customer needs, and drive launch and campaign readiness across cross-functional teams.

Integrated Marketing Planning

· Partner with Growth Marketing on acquisition strategy, audience targeting, offer development, and launch execution.

· Use campaign and customer insights to optimize messaging, marketing programs, and customer experiences across acquisition, engagement, conversion, and retention.

Performance & Optimization

· Own campaign performance from success-metric definition and briefing through in-market optimization, post-campaign evaluation, and learnings.

· Partner with Analytics to define learning agendas for key campaigns and apply performance insights to refine future campaigns and brand platforms.

About you

Experience: 8+ years of experience in brand strategy, integrated marketing, go-to-market, or campaign planning, including leading strategy for large-scale brand campaigns or major product launches and go-to-market execution for product launches and campaign-led initiatives in global, matrixed organizations.

Skills

· Expertise in brand positioning, messaging architecture, and integrated campaign systems.

· Ability to balance long-term brand building with near-term business and growth goals.

· Ability to translate research and insights into clear strategic direction and effective campaign briefs.

· Strong understanding of full-funnel marketing and go-to-market integration.

· Experience evaluating campaign performance, from KPI setting and in-flight optimization through post-campaign reporting and insight generation.

· Strong communication and storytelling skills, with the ability to influence senior stakeholders.

· Analytical fluency and ability to connect strategy to measurable outcomes.

· Uses AI to improve effectiveness, efficiency, and innovation.

Personal Attributes

· Strategic thinker with strong creative judgment and disciplined planning, able to influence cross-functional partners around a shared direction.
What’s Next

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

· TA Call

· Hiring Manager Interview

· Cross Functional Interviews