Responsibilities

• Own annual and quarterly acquisition planning, including goals, channel investment guidance and testing priorities
• Lead go-to-market planning and execution for product features, enhancements and seasonal campaigns, from positioning and messaging through launch and optimization
• Define acquisition priorities across the portfolio, determining how we acquire and monetize customers through free installs, trials and direct paid conversion
• Own the full-funnel acquisition strategy across paid, earned and owned channels, balancing customer growth and revenue goals
• Lead audience, messaging and creative strategy, briefing media and creative agency partners and using performance insights to continually improve execution
• Drive testing across channels, offers, entry points and geographies to improve acquisition effectiveness and conversion
• Develop acquisition strategies for key geographies, adapting global strategy to local market maturity, competition and demand
• Ensure product messaging, visuals, app store descriptions, partner assets and web product pages remain accurate, current and optimized
• Track cross-channel funnel performance, identify gaps and opportunities, and recommend where focus and investment should shift
• Partner closely with Media, Brand, Product Marketing, Analytics, Conversion Rate Optimization, Retention and Customer Success teams to connect acquisition with monetization and long-term customer value

Requirements

• Education: Bachelor's degree or equivalent relevant experience
• Experience: 15+ years leading customer acquisition, growth marketing or integrated go-to-market, with direct ownership of planning, performance goals and results. Experience in a subscription, online or mobile business is strongly preferred.
• Skills: Proven experience leading end-to-end go-to-market for product features, updates and seasonal campaigns
• Skills: Deep understanding of free-to-paid, trial-to-paid and direct purchase models and their impact on CAC, conversion and long-term customer value
• Skills: Experience managing significant acquisition budgets and making data-driven investment decisions across both annual and in-quarter horizons
• Skills: Proven ability to drive acquisition growth through audience strategy, funnel optimization and investment prioritization
• Skills: Experience developing geo-specific acquisition strategies across global markets
• Skills: Strong experience in campaign development, creative strategy, production and creative evaluation
• Skills: Strong analytical skills with the ability to turn complex performance data into clear recommendations for senior leadership
• Skills: Experience with marketing mix modeling and attribution tools

Preferred

• Experience in a subscription, online or mobile business is strongly preferred.

Benefits

• 401(k) retirement plan with company match: Gen matches 50% of the first 7% of eligible pay you contribute, capped at $6,000 per year in company match
• Health Savings Account (HSA) funding: if you enroll in an HSA-eligible medical plan, Gen contributes $500-$1,500 per year depending on your coverage tier
• Wellness / fitness reimbursement: up to $375 per year reimbursed for eligible fitness and wellness expenses (gym membership, classes, etc.)
• Sustainable home improvement allowance: up to $500 per year for approved sustainable home upgrades (e.g., insulation, energy-efficient appliances)
• Tuition / education reimbursement: up to $5,250 per calendar year for approved, job-related education