Freemium Brand Strategy & Campaigns Sr. Manager

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 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. KEY RESPONSIBILITIES: 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 Ini