Senior Director, Growth Marketing – Acquisition

• Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix, and testing priorities.
• Lead the briefing process for the media team, translating business priorities into clear goals, audience direction, messaging, and performance expectations.
• Define acquisition priorities across core promotional periods like Black Friday and holiday, and seasonal campaigns like summer travel and back to school.
• Lead go-to-market planning and execution for product feature launches, product updates, and seasonal campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination.
• Maintain and optimize evergreen product and brand messages that drive acquisition across channels.
• Drive creative updates in sync with product and seasonal cycles so assets stay fresh and perform well.
• Own briefing with creative agency. Set objectives and creative strategies to share with internal agency for creative development and execution.
• Own acquisition strategy for Norton's current product lines across paid, earned, and owned channels, connecting channel roles, funnel stages, and investment decisions into a coherent full-funnel approach.
• Make strategic decisions on audience segmentation, channel mix, and promotional levers that drive demand and conversion.
• Monitor competitors and market dynamics to inform channel investment and differentiation decisions.
• Develop and maintain acquisition strategies for each key geography, reflecting local market maturity, competitive dynamics, and demand patterns.
• Own the promotional and pricing strategy for acquisition across the current product portfolio, working closely with Product, Finance, and Revenue teams.
• Keep all product messaging and assets accurate, current, and effective across key touch points, including key product visuals, product copy, app store descriptions, partner assets, and web product pages.
• Track cross-channel funnel performance and keep a clear view of where acquisition is working, where it is not, and what to do about it.

• 15+ years leading customer acquisition, growth marketing, or integrated go-to-market work, with direct ownership of planning, performance goals, and results.
• Experience in a subscription, online, or mobile business is a strong plus.
• A track record of running end-to-end go-to-market for product features, updates, and seasonal campaigns from brief through launch and optimization.
• Proven ability to drive efficient acquisition growth through audience strategy, funnel improvement, and smart investment prioritization.
• Experience managing significant acquisition budgets with disciplined, data-driven decision making across both in-quarter and annual horizons.
• Deep understanding of pricing and promotional mechanics and how they affect acquisition, conversion, and long-term customer value.
• Experience building geo-specific acquisition strategies that reflect local market realities, competitive intensity, and demand patterns.
• Experience building campaigns, creative strategies, creative evaluation and guidance.
• Strong analytical skills and the ability to turn complex performance data into clear insights and recommendations for senior leadership.
• Experience with marketing mix modeling and attribution tools.
• A test-and-learn mindset with a track record of designing, running, and scaling acquisition experiments.
• A collaborative leader who can influence and align teams without direct authority.
• Genuinely curious about AI and a track record of using it to improve the work.

Demonstrates expertise in customer acquisition strategy, growth marketing, and go-to-market execution, with a strong focus on data-driven decision making and audience segmentation. Proven ability to manage significant acquisition budgets and optimize performance across multiple channels.

• Customer Acquisition Strategy
• Go-To-Market Planning
• Data-Driven Decision Making
• Audience Segmentation
• Marketing Mix Modeling

• Growth Marketing
• Campaign Management
• Performance Analysis
• Funnel Optimization
• Budget Management
• Pricing Strategy
• Promotional Mechanics
• Acquisition Experimentation
• Creative Strategy Development
• Market Dynamics Analysis

• Collaborative Leadership
• Influencing Without Authority
• Analytical Thinking
• Curiosity About AI

• Subscription Business
• Online Business
• Mobile Business
• Customer Value
• Competitive Intensity
• Local Market Strategies

• Attribution Tools
• Marketing Mix Modeling Tools