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GE
Gen Digital

Senior Director, Social Media and Influencer Growth Marketing

Salary$230k – $290k
LocationUSA - Mountain View, CA
Work modehybrid
Typefull-time
DepartmentGlobal Marketing Organization
Company size10,000+ people
First seen1mo ago
Last seen8h ago
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.
How We Work
Our hybrid work model (3 days in the California or NY office) 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
Job Title: Senior Director, Social Media and Influencer Growth Marketing
Reports to: Chief Marketing Officer
Location: Mountain View California or New York Office Hybrid (3 days office)
We believe social is one of the clearest paths to winning as a business, and this role requires the strategic range to prove that out: building the fully integrated social ecosystem that turns social into one of the biggest levers Gen has right now. The same shift “mobile-first” forced a decade ago is the model. Mobile-first never meant “have an app,” it meant every product decision ran through a mobile lens first. Social-first means the same discipline applied to marketing: social stops being a channel we staff and becomes a lens the entire business thinks through, from how a launch is planned to what campaigns get built. Social-first thinking is where Gen builds brand authority, drives customer acquisition, and compounds growth.
This is the strategic architect who owns that transformation end to end: the strategy, the team, and the operating model. You report directly to the CMO, sit at the center of Global Marketing’s leadership network, and are accountable for social and influencer growth performance across several of Gen’s consumer brands including Norton, LifeLock, and Avast. Success is measured in business terms: social’s contribution to brand relevance, social performance, and growth.
About the Team
You’ll join the Marketing Leadership Team, working alongside peers who lead brand and growth, media and performance marketing, GenStudio (our in-house creative studio), communications and corporate marketing, partner marketing, and AI transformation. Together, we drive integrated marketing acquisition and brand building across Gen’s portfolio.
You’ll own social and influencer/creator strategy end to end. You’ll lead, develop, and scale our social team and the function as it grows. This is your chance to build out the social and influencer capability from the ground up, creating the operating model that makes social a critical part of Gen’s direct to consumer growth engine.
Key Responsibilities
•
Own the social-first transformation agenda: build the strategy, business case, and operating model that shift Gen’s consumer brands from treating social as a channel to treating it as the lens the business plans through and build the right scorecards and report on that progress in terms leadership tracks (e.g., relevance, growth, launch performance).
•
Lead and build our social media strategy for key consumer brands including Norton, Avast, and LifeLock that establish each brand’s authority in the conversations that matter and turn that authority into product demand and intent.
•
Author the social strategies that connect our brands and products to large, engaged communities.
•
Build the full ecosystem, not a channel plan, for every moment where social can move the business: organic, paid, influencer, content, and community working as one system in service of a business outcome, from awareness through conversion.
•
Partner cross-functionally with the Brand & Growth, Media and Performance Marketing, GenStudio, and the organic growth teams to make social a growth accelerator embedded in what the business is building next.
•
Set the goals, measurement frameworks, and reporting standards that tie social and influencer investment to business outcomes and use them to defend or reallocate investment with the same rigor as any other growth channel.
•
Evolve, lead, and develop the social and influencer team, hiring and coaching talent, setting standards, and scaling the function’s capability as the mandate grows.
•
Own the influencer and creator program as a strategic asset: partnership strategy, content series, and creator relationships built to compound over time, not one-off activations.
•
Own the social and influencer tool and AI stack as a scaling lever, including how AI tools shape content architecture and strategy: not just which platforms the team uses to manage social, but how AI and tooling multiply the team’s output and let a lean team operate at portfolio scale. Partner with the AI leader and GenStudio to identify and deploy the right tools.
•
Work hand in hand with GenStudio to co-author pitches so every idea carries a real social strategy from the start instead of one added after the creative is built.
•
Read culture ahead of the market: generate the ideas and opportunities that establish each brand’s cultural point of view, rather than reacting once a trend has already peaked.
•
Hold a clear, current point of view on every major social platform: why a given brand should show up there, what community it is building, and what role that platform plays in the broader business strategy.
•
Coordinate with the PR team so activations, launches, and narratives are synchronized across earned and social rather than run in parallel.
•
Maintain a working understanding of the product roadmap so social strategy is built ahead of launches, anticipating and amplifying what’s coming rather than reporting on what already shipped.
About You
Education
Bachelor’s degree in marketing, communications, business, or related field (preferred)
Experience
•
15+ years in social media, influencer marketing, or culture-driven brand strategy for global brands, including experience as a people leader who has built and scaled a team.
•
A track record of leading transformation, not just operations: you can point to a time you changed how an organization thought about a function, not only how well you ran it.
•
Experience building full social ecosystems around major brand or product launches, with a clear line from strategy to business result.
•
Experience building the influencer and creator side of a brand: sourcing, partnership structures, and content programs designed to compound.
•
Experience partnering with creative teams to shape pitches and campaigns from a social-first lens from day one.
Skills
•
Skilled at defending social and influencer investment in business terms: growth, relevance, and return, not engagement metrics alone.
•
Deep, current fluency across social platforms, with a clear point of view on brand fit, community building, and cultural relevance for each.
•
A strong, practical point of view on how AI and modern tooling scale social and influencer work, and experience operationalizing that with a team.
•
Comfort operating cross-functionally at a senior level: brand and growth leadership, PR, product, and technology and AI teams.
Personal Attributes
•
A genuine, demonstrated fascination with culture, someone already tracking where it’s headed rather than catching up to where it’s been.
•
Executive presence and the ability to translate social strategy into the language of business impact for senior leadership.
Compensation (US and California only)
The annual base salary for this position is expected to be in the range of 230,000 - 290,000 USD. Base salary is one component of Gen’s total compensation package, which includes annual bonus. Actual salaries will vary based on a candidate’s qualifications, experience, skills, and competencies related to the role.
Gen benefits
1.
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.
2.
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.
3.
Wellness / fitness reimbursement – up to $375 per year reimbursed for eligible fitness and wellness expenses (gym membership, classes, etc.).
4.
Sustainable home improvement allowance – up to $500 per year for approved sustainable home upgrades (e.g., insulation, energy-efficient appliances).
5.
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.
Equal Opportunity
Gen is an equal opportunity employer, and we’re committed to fair, inclusive practices at every stage of the candidate and employee journey. Employment decisions are based on merit, experience and business needs.
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