Identifying Opportunities and Building the Case
• Identify, size, and prioritize new opportunities, including new categories, geographies, audience segments, and product expansions, by pulling together market data, consumer insight, competitive analysis, and internal performance signals.
• Build rigorous business cases: model the opportunity across multiple data sources, including market sizing, competitive benchmarks, unit economics, and channel potential, and construct a clear investment thesis.
• Pitch leadership and cross-functional partners for incremental funding and organizational commitment. Build presentations that are clear, data-grounded, and persuasive.
• Determine how to enter a new category, region, or white space: define the market entry approach, sequencing, investment model, and success criteria before resources are committed.
• Bring a challenger mindset. Actively question conventional assumptions about Norton’s growth, look for disruptive opportunities, and bring perspective from adjacent categories and competitive landscapes.
Go-to-Market for Major Launches and Initiatives
• Own integrated marketing strategy and execution for Norton’s biggest launches and strategic growth initiatives, from positioning and messaging through activation and optimization.
• Define target audiences, messaging frameworks, and launch tiers. Build the investment rationale and resource plan in partnership with senior leadership.
• Lead go-to-market planning across direct and indirect channels, working closely with Acquisition, PR, Social, Web, and Media teams to align on goals, investment, and launch timing.
• Drive clear operational execution across marketing, product, analytics, regional, and channel teams.
• Own and evolve Norton’s global brand strategy, including brand promise, narrative, voice, and visual identity, in close partnership with agency and senior leadership.
• Build messaging systems that connect the corporate brand narrative to individual product stories, and make sure the brand shows up consistently across all touchpoints.
• Champion long-term brand investments and advocate for the brand’s role in driving growth, not just awareness.
• Lead major brand initiatives, including brand platform launches, significant website overhauls, wholesale channel entry, and new audience strategies like small business.
New Business and Geography Launches
• Lead the go-to-market strategy for unlocking new parts of the business: new geographies, new channels like wholesale or retail, new audience segments, or significant product category expansions.
• Define how Norton shows up in a new market: competitive positioning, channel approach, investment model, and localization needs.
• Partner with Regional Marketing, Product, and other functions to bring new market entry work to life quickly and well.
Campaigns, Content, and Creative
• Design campaign architecture for major initiatives, connecting brand storytelling to key launches and long-term brand building goals.
• Lead content strategy and creative production with the in-house agency team, from brief through final delivery.
• Make sure assets work across the full funnel and are optimized for each channel. Manage briefing quality, timelines, and budgets.
• Evolve creative based on what is performing in market, emerging product insights, and competitive signals.
Performance and Storytelling
• Work with Media and Analytics teams to size opportunities, forecast impact, set goals, and connect campaign results back to strategy.
• Lead post-launch learning on major initiatives, synthesize what worked and what did not, and translate that into forward-looking strategy.
• Deliver clear, data-grounded performance stories to senior leadership that connect what happened to what it means for future investment and direction.
Cross-Functional Leadership
• Make sure regional and partner teams have clear positioning, assets, and guidance for major initiatives.
• Bring regional and local market insight into global strategy and campaign development.
• Build strong working relationships and influence across Product, Analytics, Regional Marketing, Media, Social, Web, PR, Sales, and Partner teams.
• Manage and develop a global team of 2-3 marketers
• Build ways of working that make the team faster, clearer, and more integrated.
• Use AI and new tools to improve how the team thinks, creates, and executes.