Director, Freemium Growth Marketing & Acquisition

This role owns the engine that drives customer acquisition across the current Freemium product – Avast, AVG, Avira & CCleaner. You are accountable for how the business performs today: hitting acquisition targets, running go-to-market for product features and enhancements, owning strategies to balance customer growth & revenue, capturing seasonal demand, and continuously improving performance across paid, earned, and owned channels for the entire porfolio with a primary focus on Avast. You understand the full picture of how acquisition works: how messaging, creative, promotions, and offers interact to move units and bookings. You run annual and quarterly planning, brief the media team, and keep all product assets and messaging accurate and fresh across markets. You make the day-to-day acquisition engine run, and you make it run better every quarter driving growth for the business.

Responsibilities

Own acquisition planning for the current business, including annual and quarterly goal-setting, channel investment mix guidance, and testing priorities; Lead the briefing process for the media team, translating business priorities into clear goals, audience direction, messaging, and performance expectations; Define acquisition priorities across the portfolio including how we leverage each brand and the optimal way to acquire and monetize – free installs vs. Trials vs. Direct paid; Lead go-to-market planning and execution for product feature launches, product updates, and associated campaigns, including positioning, messaging, channel approach, asset briefing, and launch coordination; Maintain and optimize evergreen product and brand messages that drive brand metrics and acquisition across channels; Define target audiences and messaging for each initiative and ensure consistent execution across paid, owned, and earned channels; Own acquisition strategy for the Freemium portfolio’s current product lines across paid, earned, and owned channels; Make strategic decisions on audience segmentation, channel mix, levers that drive demand and conversion – balancing customer growth and revenue goals; Drive testing to optimize acquisition mix; Monitor competitors and market dynamics to inform channel investment and differentiation decisions; Develop and maintain acquisition strategies for each key geography, reflecting local market maturity, competitive dynamics, and demand patterns; Keep product messaging and assets accurate, current, and effective across key touchpoints, including key product visuals, product copy, app store descriptions, partner assets, and web product pages; Track cross-channel funnel performance and keep a clear view of where acquisition is working, where it is not, and what to do about it; Work closely with media, conversion rate optimization, analytics, and retention teams to connect acquisition strategy to overall funnel health and long-term customer value; Manage and develop a team of 2-3 acquisition and go-to-market professionals; Use AI tools to improve both results and team efficiency; Deliver regular performance updates to leadership that clearly signal risks, opportunities, and recommended actions

Requirements

15+ years leading customer acquisition, growth marketing, or integrated go-to-market work, with direct ownership of planning, performance goals, and results; A track record of running end-to-end go-to-market for product features, updates, and seasonal campaigns from brief through launch and optimization; Proven ability to drive efficient acquisition growth through audience strategy, funnel improvement, and smart investment prioritization; Experience managing significant acquisition budgets with disciplined, data-driven decision making across both in-quarter and annual horizons; Deep understanding of free to paid, trial to paid and direct purchase and how they affect CAC, acquisition effectiveness, conversion, and long-term customer value; Experience building geo-specific acquisition strategies that reflect local market realities, competitive intensity, and demand patterns; Experience building campaigns, creative strategies, creative execution including production, creative evaluation and guidance; Comfortable owning product copy, visuals, and channel-specific descriptions as part of the acquisition toolkit; Strong analytical skills and the ability to turn complex performance data into clear insights and recommendations for senior leadership; Experience with marketing mix modeling and attribution tools; A test-and-learn mindset with a track record of designing, running, and scaling acquisition experiments; A collaborative leader who can influence and align teams without direct authority; Genuinely curious about AI and a track record of using it to improve the work

Nice to have

Experience in a subscription, online, or mobile business

Benefits

401(k) match; health insurance options; disability coverage; life insurance; unlimited paid time off