---
title: 'Freemium Brand Strategy & Campaigns Sr. Manager at Gen Digital Inc.'
canonical: 'https://feeny.ai/job/freemium-brand-strategy-campaigns-sr-manager-gen-digital-inc-united-states-new-5hn4gqcr0845'
type: 'job'
last_seen: '2026-09-10'
---

# Freemium Brand Strategy & Campaigns Sr. Manager at Gen Digital Inc.

- **Company:** [Gen Digital Inc.](https://feeny.ai/companies/gen-digital-inc)
- **Location:** United States / New York, NY
- **Compensation:** $140k–$160k
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-08-04
- **Last confirmed live:** 2026-09-10
- **Apply:** https://jobs.ashbyhq.com/gen-digital/fe7409d0-c2a7-4634-bb12-effb4c1d6eae/application

**Skills:** Brand strategy, Integrated marketing, Campaign planning, Brand positioning, Messaging architecture, Full-funnel marketing, GTM integration, AI tools

> Senior individual contributor responsible for shaping and operationalizing brand strategy across major campaigns, product launches, and brand initiatives. Translates global brand vision into positioning and scalable campaign frameworks to drive brand equity and business performance.

## Job description

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 Initiative & Launch Strategy

- Lead strategic campaign development for high-priority launches, seasonal campaigns, and growth initiatives.
- Author comprehensive campaign briefs grounded in audience insight, product differentiation, and measurable business goals.
- Define launch positioning, core messages, audience targets, and strategic KPIs in collaboration with Product Marketing and Acquisition teams.
- Ensure initiative strategies integrate seamlessly across paid, owned, earned, lifecycle, web, partner, and regional channels.

Breakthrough and Resonate Creative Development

- Champion bold, insight-driven creative thinking—pushing beyond category norms to develop breakthrough campaign platforms and brand moments that differentiate Avast and the freemium brand portfolio in market and in culture.
- Generate and shape new, high-impact ideas for key initiatives and launches, translating strategy into compelling creative territories that inspire teams and drive measurable brand and business results.
- Partner closely with in-house agency teams to ensure concepts are not only innovative and brand-elevating, but also performance-oriented—designed to drive awareness, engagement, conversion, and long-term brand equity. GTM Integration & Cross-Functional Alignment
- Partner closely with Go to Market teams to ensure product positioning aligns with brand narrative and campaign architecture.
- Collaborate with Acquisition strategy and Media & Performance teams to ensure campaign structures support both brand lift and acquisition impact.
- Align with Regional Marketing teams to ensure global strategy can scale and localize effectively.
- Facilitate cross-functional alignment meetings to drive clarity, sequencing, and strategic consistency across initiatives.

Measurement & Optimization

- Define success frameworks for major initiatives, connecting brand health metrics with performance KPIs.
- Partner with Analytics to embed learning agendas into key campaigns.
- Translate performance insights into strategic refinements for future initiatives and brand platforms.

Innovation & AI Enablement

- Leverage AI tools to accelerate insight synthesis, audience segmentation, messaging iteration, and campaign scenario planning.
- Identify opportunities to continuously modernize campaign development processes to increase speed and strategic clarity.

About you:

- 10+ years of experience in brand strategy, integrated marketing, or campaign planning roles.
- Proven experience leading strategic development for large-scale brand campaigns or major product launches.
- Strong expertise in brand positioning, messaging architecture, and integrated campaign systems.
- Experience balancing long-term brand building with short-term business and growth goals.
- Demonstrated ability to translate research and insights into clear strategic direction and high-quality campaign briefs.
- Strong understanding of full-funnel marketing and GTM integration.
- Experience working within complex, global, matrixed organizations.
- Strong communication and storytelling skills with ability to influence senior stakeholders.
- Analytical fluency and ability to connect brand strategy to measurable outcomes.
- Demonstrated curiosity and applied use of AI within marketing strategy workflows preferred.

Personal Attributes:

- Visionary leader with a strategic mindset and a passion for leveraging data to drive decision making.
- Ability to thrive in a fast-paced, high-tech environment and manage complex problem.

Location: NYC Office (Onsite 3 days per week)

The annual base salary for this position is expected to be between $140,000 and $160,000. Base salary is one component of Gen's total compensation package, which includes 401(k) match, health insurance options, disability coverage, life insurance, and unlimited paid time off. Actual salaries will vary based on a candidate’s qualifications, experience, skills, and competencies related to the role.

What’s Next…. After you submit your application, you can expect the following steps in the recruitment process:

- TA Call
- Panel (Virtual)
- Department Head (Virtual)
- Final Interview – Senior Leadership (Virtual or face-to-face)

## About Gen Digital Inc.

## Company Overview
- **One-liner**: Gen is a global leader in Cyber Safety, powering Digital Freedom through its trusted consumer brands Norton, Avast, LifeLock, and MoneyLion.
- **Entity Type**: Public (ticker not confirmed in provided sources; refer to SEC filings)
- **Headquarters**: Dual headquarters in Tempe, Arizona, United States, and Prague, Czech Republic
- **Founded**: Not explicitly disclosed; the merged entity (Gen) was formed in 2022 following the combination of NortonLifeLock and Avast
- **Founders**: Not publicly available for the merged company; predecessor brands were founded by Peter Norton (Norton) and Pavel Baudiš & Eduard Kučera (Avast)

## Core Business
- **Primary industry**: Cybersecurity (Cyber Safety), digital privacy, identity protection, and financial wellness
- **Target customers**: B2C (individuals and families), with some B2B2C offerings for enterprises and institutions (breach response, employee benefits)
- **Mission or purpose statement**: “Powering Digital Freedom” – giving people the confidence, tools, and insights to control, manage, and grow their digital and financial lives

## Products & Services
- **Norton**: Award-winning cybersecurity, online privacy, and device protection for individuals and families (SaaS security suites, VPN, password manager, etc.)
- **Avast**: AI-powered threat detection and digital security products focused on malware, privacy, and real-time protection (freemium model, top-ranked by industry experts)
- **LifeLock**: Identity theft protection with proactive monitoring, alerts, and dedicated Identity Restoration Specialists (U.S. leader)
- **MoneyLion**: Digital financial wellness platform offering Instacash, RoarMoney, Credit Builder Plus, and a marketplace for financial products (B2C and B2B2C)

## Market Standing
- **Valuation/Market Cap**: Not provided in search results; as a publicly traded company, refer to SEC filings for current market cap
- **Key Metric**: Nearly 500 million global users across the brand ecosystem; MoneyLion has processed $7.5B+ in transaction volume and served 81M+ users since launch
- **Notable Investors/Partners**: No specific investors cited; the company partners with leading institutions for breach response, employee benefits, and identity protection
- **Growth Signals**: 
  - Total cyberattacks blocked in 2024 is a key metric (exact number not shared)
  - MoneyLion’s rapid growth in transaction volume and user base
  - Expanding from protection into financial wellness and AI-driven personalization

## Competitive Advantages
- Family of trusted, globally recognized consumer brands (Norton #1 top-of-mind Cyber Safety brand, LifeLock leader in identity protection)
- Deep visibility into a vast threat network (machine learning and AI across ~500M users) enables superior threat detection and personalization
- Unique platform combining cybersecurity, privacy, identity restoration, and financial wellness – a “trust layer” for the digital economy
- Dual HQ presence (U.S. and Europe) provides diverse talent and regulatory insight

## Strategic Focus
- Building a unified AI-powered platform that delivers personalized, proactive, and automated Cyber Safety and financial empowerment
- Deepening leadership in Cyber Safety while extending into financial wellness to compound lifetime customer value
- Positioning Gen as the “trust layer” for the AI economy – bridging what AI can do and what consumers trust it to do
- Expanding B2B2C partnerships (breach response, employee benefits, identity protection for institutions)

## Why Work Here
- **Culture**: Emphasizes collaboration, innovation, a giving mindset, and customer obsession. Values include “Think Big. Be Bold.”, “Be Scrappy. Make it Happen.”, and “Play to Win. Together.”
- **Work model**: Hybrid – choose which days to be in the office with an expectation of three days per week; unlimited paid time off; recognized holidays; parental leave and leaves of absence
- **Benefits**: 
  - Employee Stock Purchase Plan (ESPP) 
  - Performance-based bonuses
  - Learning & development (Learn@Gen, mentorship, degree/certification reimbursement, 24/7 eLearning)
  - Wellness: virtual fitness, on-site gyms, Employee Assistance Program (EAP) extending to dependents
  - Adoption, foster care, fertility, and surrogacy benefits in 15+ countries
  - Global recognition program (“Inspire”) and diverse employee communities
- **Interview process**: Transparent – 15-30 min recruiter chat, 2-3 skill/team interviews (may include a task), then offer. Reflects the company’s collaborative culture.

## Sources
1. [gendigital.com](https://www.gendigital.com/us/en/) – Company overview, brand family, mission, and metrics
2. [gendigital.com](https://www.gendigital.com/us/en/who-we-are/) – Who We Are, strategy, and solution details
3. [gendigital.com](https://www.gendigital.com/us/en/life-gen/) – Careers page with culture, values, and interview process
4. [gendigital.com](https://www.gendigital.com/us/en/life-gen/jobs/) – Open roles listing
5. [gendigital.com](https://www.gendigital.com/us/en/benefits/) – Benefits overview (hybrid work, wellness, learning, compensation)

## Other roles at Gen Digital Inc.

- [Principal Product Manager, Enterprise Content Hub](https://feeny.ai/job/principal-product-manager-enterprise-content-hub-gen-digital-inc-united-states-snzjqdqjmzm7) — United States / New York, NY
- [Principal Product Manager - MoneyLion Marketplace](https://feeny.ai/job/principal-product-manager-moneylion-marketplace-gen-digital-inc-united-states-gx5gtgp2ntgv) — United States / New York, NY
- [LifeLock Lead Product Manager, Core Experiences & AI Assistant](https://feeny.ai/job/lifelock-lead-product-manager-core-experiences-ai-assistant-gen-digital-inc-1r5sp5qv3fr8) — United States / Mountain View, CA
- [Product Marketing & GTM Lead Manager - LifeLock](https://feeny.ai/job/product-marketing-gtm-lead-manager-lifelock-gen-digital-inc-united-states-tempe-1r7k6jpqvdwb) — United States / Tempe, AZ
- [Identity Alerts Specialist](https://feeny.ai/job/identity-alerts-specialist-gen-digital-inc-united-states-tempe-az-y2ek1b5dxcc9) — United States / Tempe, AZ
- [Customer Service Agent](https://feeny.ai/job/customer-service-agent-gen-digital-inc-united-states-tempe-az-xt4scaz9zxe2) — United States / Tempe, AZ
- [Senior Solutions Engineer](https://feeny.ai/job/senior-solutions-engineer-gen-digital-inc-united-states-new-york-ny-x4gzjfcn4z1y) — United States / New York, NY
- [Sr Princ Product Manager - Digital Footprint Control](https://feeny.ai/job/sr-princ-product-manager-digital-footprint-control-gen-digital-inc-united-yv7917kacr77) — United States / Mountain View, CA
- [Head of Enterprise Marketing](https://feeny.ai/job/head-of-enterprise-marketing-gen-digital-inc-united-states-new-york-ny-8t9d3xdsn55c) — United States / New York, NY
- [Privacy Support Analyst](https://feeny.ai/job/privacy-support-analyst-gen-digital-inc-chennai-rdctz4ce6nqr) — Chennai, India