Director, Freemium Growth Marketing & Acquisition

About the role

Director, Freemium Growth Marketing & Acquisition - New York

How We Work

Our hybrid work model (3 days in New York office policy) gives us the face-to-face time to have creative conversations, meaningful meetings, make quick decisions, and build relationships. At the same time, it offers flexibility you need to focus and do your best work.

About the Role

The Director, Freemium Growth Marketing & Acquisition owns the acquisition engine for Gen's Freemium portfolio, including Avast, AVG, Avira and CCleaner, with a primary focus on Avast. You will be accountable for how the business performs today: hitting acquisition targets, leading go-to-market for product features and enhancements, balancing customer growth and revenue, capturing seasonal demand, and continuously improving performance across paid, earned and owned channels.

You'll bring together the full acquisition picture (messaging, creative, promotions, offers, channels and conversion) to drive units and bookings. You'll own annual and quarterly acquisition planning, guide media investment priorities, and ensure our products, messaging and assets remain relevant and effective across global markets.

Key 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
• Monitor competitors and market dynamics to inform acquisition and differentiation strategies
• Provide clear performance updates, risks, opportunities and recommended actions to senior leadership
• Use AI tools to improve acquisition performance and team efficiency
• Lead and develop a team of 2-3 acquisition and go-to-market professionals while influencing across a highly matrixed global organization

About You

• 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
• Deep understanding of free-to-paid, trial-to-paid and direct purchase models and their impact on CAC, conversion and long-term customer value
• Experience managing significant acquisition budgets and making data-driven investment decisions across both annual and in-quarter horizons
• Proven ability to drive acquisition growth through audience strategy, funnel optimization and investment prioritization
• Experience developing geo-specific acquisition strategies across global markets
• Strong experience in campaign development, creative strategy, production and creative evaluation
• Strong analytical skills with the ability to turn complex performance data into clear recommendations for senior leadership
• Experience with marketing mix modeling and attribution tools
• Track record of designing, running and scaling acquisition experiments

Personal Attributes

• Commercially minded, with a strong understanding of the relationship between customer growth, revenue and long-term value
• Strategic thinker who is equally comfortable driving day-to-day execution
• Collaborative leader who can influence and align teams without direct authority
• Test-and-learn mindset with a strong bias toward action and continuous improvement
• Genuinely curious about AI and how it can improve both performance and ways of working

Compensation

The annual base salary for this position is expected to be in the range of $200,000-$230,000 USD. Base salary is one component of Gen's total compensation package, which includes an annual bonus.

Gen 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

What's Next

Your CV will be reviewed together by the recruiter and hiring manager to assess the scope of your role, the impact you've delivered, and how your experience aligns with the position. If shortlisted, the recruiter will invite you to an initial Zoom conversation to discuss your background, what's compelling you to Gen, and walk you through the interview process.