Director, Acquisition Strategy - Norton

About the role

You will own the end-to-end Brand (or Portfolio) customer acquisition strategy, bringing brand-level, full-funnel thinking to how demand is created, captured, and converted across channels (owned, earned, paid) and geographies. You will drive growth by identifying high-intent opportunities, closing acquisition gaps, and unlocking bookings through smart use of audience, pricing, promotions, messaging and cross-channel flows, while balancing global scale with local market needs. With strong analytical rigor and a test-and-learn mindset, you connect competitive insight, category demand, and funnel performance to clear decisions that improve conversion, lifetime value, and long-term brand growth.

Responsibilities

• Own the end-to-end customer acquisition strategy, grounded in brand-level, full-funnel thinking and designed to drive efficient growth, bookings, and units across channels, products, and geographies.
• Lead annual and quarterly acquisition planning, defining objectives, cross-channel roles, investment mix, success metrics, and testing roadmaps aligned to category demand, brand acquisition goals, and business priorities.
• Partner closely with the Media & Performance teams to set goals, monitor performance and guide optimizations through high-level objectives and metrics.
• Establish and evolve cross-channel flows and metrics, ensuring clear understanding of how channels work together across the funnel and where acquisition impact is created or constrained.
• Drive strategic decisions on audience segmentation, channel mix, geo mix, and portfolio priorities, balancing global scale with regional opportunities, unique market needs, and localized demand dynamics.
• Identify and continuously address gap-fill acquisition opportunities, proactively reallocating focus and investment to close performance gaps and capture incremental demand.
• Design, prioritize, and evaluate acquisition tests across channels, formats, journeys, and geographies, maintaining an overall view of experimentation across the brand and guiding decisions on scaling.
• Partner with Brand, Campaigns, and Product Marketing teams to align acquisition strategy with product focus, messaging, pricing, and promotional levers that accelerate demand capture and conversion.
• Identify and scale high-intent acquisition opportunities across the customer journey, including cart and checkout abandonment, app store and marketplace journeys, and other touchpoints.
• Understand competitors and impact within channels and acquisition journeys to uncover acquisition opportunities and inform differentiation and investment strategy.
• Develop geo-specific acquisition strategies that reflect market maturity, category demand, and competitive intensity while also supporting broader brand objectives.
• Drive and prioritize key initiatives to unlock bookings and units in partnership with the media & performance team.
• Partner closely with CRO, Analytics, and CSM teams to connect acquisition strategy to funnel performance, retention, lifetime value, and downstream customer outcomes.
• Deliver regular brand acquisition performance updates and forward-looking insights, clearly signaling risks, opportunities, and levers for near-term optimization and long-term growth.
• Bring AI tools and usage to the work, driving growth and efficiency.
• Manage a small team of global and regional acquisition professionals
• About you:
• 10-15 years experience leading customer acquisition or growth strategy across owned, earned and paid channels, with ownership of planning cycles, performance goals, and measurable

Benefits

Additional Information

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.

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