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 product visuals, product copy, app store descriptions, partner assets, and web product pages.

• Run a regular cadence for reviewing and refreshing assets based on product updates, performance data, and competitive changes.

• Make sure product descriptions, feature messaging, and acquisition-facing content are optimized, consistent and up to date across all geographies and channels.

• Identify, create and optimize key product assets – key visuals, video and static assets, messaging – and ensure shared with key marketing partners.

• Ensure website is always promoting the products accurately as new features are released and legacy products are sunset

Performance and Optimization

• 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.

• Work closely with media, conversion rate optimization, analytics, and retention teams to connect acquisition strategy to overall funnel health and long-term customer value.

• Partner closely with CSM to ensure acquisition strategies support monetization efforts and work harmoniously across acquisition, monetization and retention.

• Design and evaluate acquisition tests across channels, formats, and geographies and decide what to scale.

• Deliver regular performance updates to leadership that clearly signal risks, opportunities, and recommended actions.

• Use AI tools to improve both results and team efficiency.

Team Leadership

• Manage and develop a team of 2-3 acquisition and go-to-market professionals across global and regional markets and lead peers in a highly matrixed organization to achieve goals.

• Be a strong partner to Media, Brand, Product Marketing, Analytics, and CSM team.

What We're Looking For

• 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 free to paid, trial to paid and direct purchase and how they affect CAC, acquisition effectiveness, 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 execution including production, creative evaluation and guidance.

• Comfortable owning product copy, visuals, and channel-specific descriptions as part of the acquisition toolkit.

• 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.

Location: NYC Office (Onsite 3 days per week)

The annual base salary for this position is expected to be between $200,000 and $230,000. 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:

• Recruiter Screen (Virtual)

• Hiring Manager Interview (Virtual)

• Key Stake Holder (Virtual)

• Senior Leadership (Virtual)

• Final Interview(s) (Virtual or On-Site)