Director, Acquisition Strategy - Norton

About the Role

You will own the end-to-end Brand (or Portfolio) customer acquisition strategy, bringing brand-level, full-funnel thinking to how demand is created, captured, and converted across channels (owned, earned, paid) and geographies. You will drive growth by identifying high-intent opportunities, closing acquisition gaps, and unlocking bookings through smart use of audience, pricing, promotions, messaging and cross-channel flows, while balancing global scale with local market needs.

• Own the end-to-end customer acquisition strategy, grounded in brand-level, full-funnel thinking and designed to drive efficient growth, bookings, and units across channels, products, and geographies.
• Lead annual and quarterly acquisition planning, defining objectives, cross-channel roles, investment mix, success metrics, and testing roadmaps aligned to category demand, brand acquisition goals, and business priorities.
• Partner closely with the Media & Performance teams to set goals, monitor performance and guide optimizations through high-level objectives and metrics.
• Establish and evolve cross-channel flows and metrics, ensuring clear understanding of how channels work together across the funnel and where acquisition impact is created or constrained.
• Drive strategic decisions on audience segmentation, channel mix, geo mix, and portfolio priorities, balancing global scale with regional opportunities, unique market needs, and localized demand dynamics.
• Identify and continuously address gap-fill acquisition opportunities, proactively reallocating focus and investment to close performance gaps and capture incremental demand.
• Design, prioritize, and evaluate acquisition tests across channels, formats, journeys, and geographies, maintaining an overall view of experimentation across the brand and guiding decisions on scaling.
• Partner with Brand, Campaigns, and Product Marketing teams to align acquisition strategy with product focus, messaging, pricing, and promotional levers that accelerate demand capture and conversion.
• Identify and scale high-intent acquisition opportunities across the customer journey, including cart and checkout abandonment, app store and marketplace journeys, and other touchpoints.
• Understand competitors and impact within channels and acquisition journeys to uncover acquisition opportunities and inform differentiation and investment strategy.
• Develop geo-specific acquisition strategies that reflect market maturity, category demand, and competitive intensity while also supporting broader brand objectives.
• Drive and prioritize key initiatives to unlock bookings and units in partnership with the media & performance team.
• Partner closely with CRO, Analytics, and CSM teams to connect acquisition strategy to funnel performance, retention, lifetime value, and downstream customer outcomes.
• Deliver regular brand acquisition performance updates and forward-looking insights, clearly signaling risks, opportunities, and levers for near-term optimization and long-term growth.
• Bring AI tools and usage to the work, driving growth and efficiency.
• Manage a small team of global and regional acquisition professionals.

Key Responsibilities

• Own the end-to-end customer acquisition strategy, grounded in brand-level, full-funnel thinking and designed to drive efficient growth, bookings, and units across channels, products, and geographies.
• Lead annual and quarterly acquisition planning, defining objectives, cross-channel roles, investment mix, success metrics, and testing roadmaps aligned to category demand, brand acquisition goals, and business priorities.
• Partner closely with the Media & Performance teams to set goals, monitor performance and guide optimizations through high-level objectives and metrics.
• Establish and evolve cross-channel flows and metrics, ensuring clear understanding of how channels work together across the funnel and where acquisition impact is created or constrained.
• Drive strategic decisions on audience segmentation, channel mix, geo mix, and portfolio priorities, balancing global scale with regional opportunities, unique market needs, and localized demand dynamics.
• Identify and continuously address gap-fill acquisition opportunities, proactively reallocating focus and investment to close performance gaps and capture incremental demand.
• Design, prioritize, and evaluate acquisition tests across channels, formats, journeys, and geographies, maintaining an overall view of experimentation across the brand and guiding decisions on scaling.
• Partner with Brand, Campaigns, and Product Marketing teams to align acquisition strategy with product focus, messaging, pricing, and promotional levers that accelerate demand capture and conversion.
• Identify and scale high-intent acquisition opportunities across the customer journey, including cart and checkout abandonment, app store and marketplace journeys, and other touchpoints.
• Understand competitors and impact within channels and acquisition journeys to uncover acquisition opportunities and inform differentiation and investment strategy.
• Develop geo-specific acquisition strategies that reflect market maturity, category demand, and competitive intensity while also supporting broader brand objectives.
• Drive and prioritize key initiatives to unlock bookings and units in partnership with the media & performance team.
• Partner closely with CRO, Analytics, and CSM teams to connect acquisition strategy to funnel performance, retention, lifetime value, and downstream customer outcomes.
• Deliver regular brand acquisition performance updates and forward-looking insights, clearly signaling risks, opportunities, and levers for near-term optimization and long-term growth.
• Bring AI tools and usage to the work, driving growth and efficiency.
• Manage a small team of global and regional acquisition professionals.

About You

• 10-15 years experience leading customer acquisition or growth strategy across owned, earned and paid channels, with ownership of planning cycles, performance goals, and measurable outcomes.
• Preferable to have experience in a subscription online and mobile business.
• Strong track record of driving efficient growth through audience strategy, funnel optimization, and investment prioritization tied to CAC, volume, and revenue targets.
• Obsessively curious about the use of AI in brand and growth marketing; track record of using AI to advance work.
• Experience having oversight for significant acquisition budgets with disciplined, data-driven optimization across in-quarter and annual horizons.
• Advanced analytical rigor, with the ability to translate complex performance data into actionable insights, strategic recommendations, and clear executive storytelling.
• Experience with MMM models and attribution tools like RockerBox or Marketo.
• Demonstrated success identifying and scaling high-intent acquisition opportunities across journeys, channels, and geographies.
• Global or multi-geo experience developing localized acquisition strategies that account for market dynamics, demand patterns, and competitive landscapes.
• Deep understanding of campaigns, messaging, offers, pricing, and promotional levers and how they influence acquisition and conversion performance.
• Strong test-and-learn mindset, with experience designing, evaluating, and scaling acquisition experiments across channels, formats, and regions.
• Strategic, forward-looking leader who anticipates what’s next, brings bold ideas, and advocates for growth opportunities.
• Collaborative partner with cross functional teams such as media & performance, CRO, Product, Marketing, and CRM teams, focused on connecting acquisition strategy to long-term customer value and business impact.