Senior Director, Brand and Growth New Initiatives

About the role

This role is responsible for what's next. You take on the strategic, often ambiguous work that expands Norton beyond its current state: major new product launches, new category or geography entry, white space opportunity development, brand transformation, and big campaigns that require both creative vision and commercial discipline.

You are a big thinker and a challenger. You can spot where Norton should go, model why it makes sense, build the case to get there, and pitch it convincingly to leadership.

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.
• Work with Media and Analytics teams to size opportunities, forecast impact, set goals, and connect campaign results back to strategy.
• Deliver clear, data-grounded performance stories to senior leadership that connect what happened to what it means for future investment and direction.
• 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.

Qualifications

• 15 or more years across brand marketing, product marketing, integrated marketing, or growth strategy, ideally in a technology, subscription, or consumer business with a complex product portfolio.
• A track record of identifying white space opportunities, modeling market entry scenarios across multiple data types, and building business cases that win leadership investment.
• Proven experience pitching senior leadership for incremental budget: structuring the opportunity, making the financial case, and telling the story in a way that drives action.
• Experience figuring out how to enter a new category, geography, or audience from scratch: defining the approach, sequencing, channel model, and success criteria.
• Strong financial and analytical instincts. Comfortable working with market sizing data, unit economics, competitive benchmarks, and channel performance to frame an opportunity.
• A proven track record defining or evolving global brand strategy and translating it into campaign architecture and go-to-market execution.
• Direct ownership of major product launches or brand initiatives, including positioning, messaging, audience strategy, channel mix, and optimization.
• Experience leading significant brand campaigns: new brand platforms, website relaunches, wholesale or retail channel launches, or major audience expansion programs.
• A natural storyteller who can simplify complexity, frame decisions clearly, and communicate with conviction to executive audiences.
• A challenger who brings outside perspective, questions conventional assumptions, and actively looks for disruptive approaches to growth.
• Strong ability to build alignment across diverse teams on ambitious, ambiguous work.
• Experience managing agencies and creative budgets.
• Genuinely curious about AI and a track record of using it to improve the work.