Senior GTM & Integrated Marketing Lead

About the Role

This role sits at the center of Brand, Creative, GTM, Growth, Analytics, Regional Marketing, and Channel teams for LifeLock, owning the development and production of breakthrough creative that brings brand strategy and messaging to life across every major campaign and launch.

The role combines creative development and production leadership with brand campaign strategy and GTM integration, ensuring LifeLock's storytelling is insight-driven, differentiated, and executed with the operational discipline needed to drive measurable business impact.

Key Responsibilities

Brand & Campaign Strategy

• Translate LifeLock's brand positioning, audience insights, and competitive dynamics into messaging architecture and scalable campaign platforms.
• Own messaging development for key initiatives, crafting value propositions, key selling points, and product narratives that translate brand and product strategy into clear, differentiated positioning.
• Design campaign architecture for key initiatives, defining strategic platforms, messaging hierarchies, and audience segmentation.
• Ensure brand principles and guardrails are reflected in every campaign brief and creative territory.
• Author comprehensive campaign briefs grounded in audience insight, product differentiation, and measurable business goals.

Creative Development & Production

• Champion bold, insight-driven creative thinking, pushing beyond category norms to develop breakthrough campaign platforms and brand moments that differentiate LifeLock in market and in culture.
• Generate and shape high-impact creative territories for key initiatives and launches, translating brand and GTM strategy into concepts that inspire teams and drive measurable brand and business results.
• Partner closely with in-house agency and creative teams to concept, develop, and produce video, digital, social, and paid media assets that are both brand-elevating and performance-oriented.
• Own the creative production process end-to-end, from briefing and concepting through review, approval, and final asset delivery, ensuring quality and brand consistency at every stage.
• Build scalable creative toolkits and playbooks that enable efficient cross-channel and cross-geo production in a modern, AI-first way.

GTM & Launch Integration

• Partner with Go-to-Market and Product Marketing teams to ensure creative and campaign execution align with launch positioning, key messages, and business objectives.
• Ensure campaign creative integrates seamlessly across paid, owned, earned, lifecycle, web, partner, and regional channels.
• Support launch cadence and choreography by delivering creative assets on time and on strategy across the end-to-end customer journey.

Cross-Functional Alignment

• Partner closely with Product Marketing, Acquisition Strategy, Media & Performance, Social, Web, PR, Analytics, and Regional Marketing teams to align on strategy before execution begins.
• Facilitate cross-functional alignment meetings to drive clarity, sequencing, and creative consistency across initiatives.

Measurement & Optimization

• Partner with Analytics to define creative and campaign KPIs, connecting brand health metrics with performance outcomes.
• Monitor in-market results post-launch and translate performance insights into strategic and creative refinements for future initiatives.

Innovation & AI Enablement

• Leverage AI tools to accelerate creative ideation, asset variation and production, messaging iteration, and campaign scenario planning.
• Identify opportunities to continuously modernize creative development and production processes to increase speed and strategic clarity.

About you

• 10+ years of experience in creative development, brand campaign strategy, or integrated marketing, ideally within subscription software, cybersecurity, identity protection, or financial services.
• Proven experience leading creative development and production for large-scale brand campaigns or major product launches.
• Strong creative judgment with a track record of partnering with in-house or external agencies to produce breakthrough, performance-oriented creative.
• Strong expertise in brand positioning, messaging architecture, and integrated campaign systems.
• Experience balancing long-term brand building with short-term GTM and business goals.
• Strong understanding of full-funnel marketing and GTM integration.
• Experience working within complex, global, matrixed organizations.
• Strong communication and storytelling skills with the ability to influence senior stakeholders without direct authority.
• Analytical fluency and ability to connect creative and brand strategy to measurable outcomes.
• Demonstrated curiosity and applied use of AI in creative and campaign workflows preferred.

Personal Attributes

• Visionary creative leader with a strategic mindset and a passion for leveraging data and insight to drive breakthrough ideas.
• Ability to thrive in a fast-paced, high-growth environment and manage complex, ambiguous problems.

Location: Tempe, Mountain View, CA (Onsite 3 days per week)

Pay and benefits

The annual base salary for this position is expected to be between $175,000 and $200,000. 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:

• TA Call
• Hiring Manager (Virtual)
• Department Head (Virtual)
• Senior Leadership (Virtual)
• Final Interview - Hiring Manager (Virtual or face-to-face)