Director, Freemium Growth Marketing & Acquisition

Role Overview This role owns the engine that drives customer acquisition across the current Freemium product – Avast, AVG, Avira & CCleaner. You are accountable for how the business performs today: hitting acquisition targets, running go-to-market for product features and enhancements, owning strategies to balance customer growth & revenue, capturing seasonal demand, and continuously improving performance across paid, earned, and owned channels for the entire porfolio with a primary focus on Avast. You understand the full picture of how acquisition works: how messaging, creative, promotions, and offers interact to move units and bookings. You run annual and quarterly planning, brief the media team, and keep all product assets and messaging accurate and fresh across markets. You make the day-to-day acquisition engine run, and you make it run better every quarter driving growth for the business. What You'll Do Annual and Quarterly Planning - Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix guidance, 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 the portfolio including how we leverage each brand and the optimal way to acquire and monetize – free installs vs. Trials vs. Direct paid. Go-to-Market for Features, Enhancements, and Campaigns - Lead go-to-market planning and execution for product feature launches, product updates, and associated campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination. - Maintain and optimize evergreen product and brand messages that drive brand metrics and acquisition across channels. Bring learnings within and across channel creative to ensure constant improvement in KPIs. - Define target audiences and messaging for each initiative and ensure consistent execution across paid, owned, and earned channels. - Drive creative updates in sync with product and seasonal cycles so assets stay fresh and performs well. - Own briefing with creative agency. Using insights, data, product and competitive information, set objectives and creative strategies to share with internal agency for creative development and execution. Review creative and provide guidance for optimization, simplification and/or consistency as needed. Acquisition Strategy and Channel Leadership - Own acquisition strategy for the Freemium portfolio’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, levers that drive demand and conversion – balancing customer growth and revenue goals. - Drive testing to optimize our acquisition mix learning how different entry doors or messages may resonate differently across direct purchase, free installs and trials. - Identify performance gaps and proactively reallocate focus and investment to close them. - Understand how messaging, offers, and creative affect acquisition and conversion, and partner with Brand and Product to make sure in-market positioning is working. - Monitor competitors and market dynamics to inform channel investment and differentiation decisions. Geographic Focus - Develop and maintain acquisition strategies for each key geography, reflecting local market maturity, competitive dynamics, and demand patterns. - Partner with regional leaders to make sure global strategies translate into locally relevant execution, and bring regional insight back into global planning. - Sequence and prioritize geo-level acquisition investments based on opportunity size and resource availability. Product Asset Maintenance and Messaging - Keep all product messaging and assets accurate, current, and effective across key touchpoints, including key p