Product Marketing & GTM Lead Manager-Freemium
Skills
About the Role
You will own end-to-end marketing positioning, messaging, launch strategy, and integrated go-to-market execution across the Freemium portfolio (Avast, AVG, Avira, CCleaner). You'll sit at the center of Product, Brand, Growth, Analytics, Regional Marketing, and Channel teams, developing differentiated product positioning and ensuring flawless orchestration of launches from strategy through in-market optimization. You'll craft compelling product narratives, define launch plans, drive integrated campaigns across paid, owned, earned, lifecycle, partner, and regional channels, and continuously optimize messaging and materials based on performance insights. You'll also embed AI into your product marketing and GTM workflows to accelerate insight synthesis, messaging development, launch planning, asset creation, and performance optimization.
Requirements
- 8–12 years of experience across product marketing, integrated marketing, and GTM strategy within technology or subscription businesses
- Proven leadership in product positioning and differentiated messaging development
- Demonstrated ownership of end-to-end launch marketing strategy and execution
- Strong expertise in integrated campaign planning across channels and investment levels
- Track record of developing product storytelling assets and high-impact launch materials
- Analytics-driven mindset with experience forecasting impact and optimizing performance
- Experience driving regional GTM activation and supporting sales enablement
- Strong cross-functional collaboration skills with ability to influence stakeholders globally
- Applied use of AI in launch planning, messaging development, and optimization workflows preferred
Responsibilities
- Own marketing positioning and messaging for products and launches, crafting clear, compelling, and differentiated product narratives
- Define messaging architecture aligned to target audiences and product strategy
- Develop high-impact product copy, value propositions, key selling points, and feature narratives
- Maintain and evolve foundational product storytelling assets including videos, screenshots, and hero product materials
- Define comprehensive launch plans including tiering, target audiences, key messages, acquisition channel mix, investment levels, and launch cadence
- Own integrated marketing execution as part of GTM, ensuring operational excellence and clear launch choreography
- Partner closely with Product Strategy to ensure marketing execution aligns to broader GTM objectives
- Develop and compile full integrated marketing plans in partnership with commercial teams
- Establish business goals and objectives of each GTM and ensure plans are built to achieve goals
- Drive and execute cross-functional, integrated campaigns across paid, owned, earned, lifecycle, partner, and regional channels
- Develop foundational launch materials ensuring accurate and compelling representation of product capabilities
- Partner with Analytics to size opportunities, forecast impact, and define launch KPIs
- Connect launch performance back to the original plan and business objectives
- Monitor in-market results post-launch and coordinate cross-channel learnings
- Continuously optimize messaging, materials, and activation strategies based on performance insights
- Embed AI into product marketing and GTM workflows
- Demonstrate strong cross-functional fluency across channels, product, brand, analytics, and regional teams
- Proactively connect teams and drive clarity across complex launches
- Apply strong project management fundamentals to ensure timelines and deliverables are met
Benefits
- 401(k) match
- Health insurance options
- Disability coverage
- Life insurance
- Unlimited paid time off
- Flexible working options