Responsibilities

• Annual and Quarterly Planning
• Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix, 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 core promotional periods like Black Friday and holiday, and seasonal campaigns like summer travel and back to school.
• Go-to-Market for Features, Enhancements, and Campaigns
• Lead go-to-market planning and execution for product feature launches, product updates, and seasonal campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination.
• Maintain and optimize evergreen product and brand messages that drive acquisition across channels. Bring learnings within and across channel creative to ensure constant improvement in acquisition performance.
• 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 perform well.
• Work with Product, Brand, and Regional Marketing to make sure launches are executed clearly and on time.

Requirements

• 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 pricing and promotional mechanics and how they affect acquisition, 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 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.

Benefits

• 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.