Senior Manager, Value-Led Lifecycle Communications
Gen Digital protects hundreds of millions of people online. Turning that reach into deep, lasting, and commercially successful customer relationships is one of our most important opportunities—and we are approaching it in a fundamentally different way.
We are moving from high-volume, campaign-driven execution to a model in which every lifecycle interaction is purposeful, personalized, and increasingly AI-orchestrated. This transformation goes beyond lifecycle messaging. It uses AI to improve efficiency, reshape how teams work, support the migration of customers across our portfolio of brands, and strengthen the value proposition behind every offer.
As Senior Manager, Value-Led Lifecycle Communications, you will own a commercially significant orchestration within our membership portfolio. Your strategy, judgment, and execution will have a direct and measurable impact on revenue, operational efficiency, customer experience, engagement, and retention.
We operate through cross-functional squads rather than large, dedicated teams. Each orchestration leader provides the commercial vision and accountability, while squads comprising Product, Data Science, MarTech, Finance, and other functions provide the execution capability. This model requires strong leadership without relying on hierarchy: you will set direction, align diverse partners, create accountability, and drive outcomes.
This is an opportunity for a proven lifecycle and monetization leader who has driven AI-led transformation, understands what excellent customer experience looks like, and has the commercial judgment to deliver sustainable growth at scale.
What You’ll Own
You will own loyalty and retention communications across the customer lifecycle, building value-led messaging that increases engagement, deepens loyalty, and clearly demonstrates the value of our products at every important customer moment.
Your responsibilities will include:
Defining the strategy, content, channels, delivery roadmap, and quality standards for value-led lifecycle communications.
Building engagement and advocacy programs that encourage customers to remain active and recommend our products.
Improving customer engagement and retention through relevant, personalized, and insight-led communications.
Establishing a clear performance narrative across key metrics, including active opt-out, engagement, churn, retention, and Paid NPS.
Raising the standard for value-led communication across the broader lifecycle organization—not only within your own programs.
What You’ll Do
Own your segment end to end, including commercial targets, program logic, performance narrative, priorities, and key decisions.
Define what value-led communication means across the lifecycle: which moments matter most, what content builds trust, and what good looks like.
Design lifecycle journeys and monetization programs grounded in genuine customer value and a strong customer experience.
Lead the shift from manual campaign execution to intelligent, automated decisioning, partnering with Data Science and MarTech to translate strategy into AI-ready logic.
Develop and optimize programs across onboarding, renewal, upsell, churn intervention, win-back, and loyalty moments.
Run structured experimentation and turn learnings into scalable playbooks and repeatable best practices.
Orchestrate execution across Product, Marketing, Finance, Data Science, MarTech, and other partner teams.
Hold cross-functional delivery to a high standard and create clarity when priorities compete.
Translate complex performance data into clear, concise, and actionable narratives for VP and C-level audiences.
What You’ll Bring
A proven track record across lifecycle marketing, monetization, and growth. You understand how these disciplines interact and how to manage the trade-offs between them.
At least five years of experience in subscription, recurring-revenue, freemium consumer software, cybersecurity, or another high-volume B2C environment where scale and customer trust are essential.
Demonstrated success improving retention-related metrics through communications programs, including active opt-out, churn, engagement, retention, or customer satisfaction/NPS.
Experience balancing customer experience and commercial performance as equally important outcomes.
Experience migrating customers across brands or products while protecting trust, retention, and perceived value.
A strong record of translating ambitious goals into structured roadmaps, disciplined experimentation, and measurable results.
Experience leading through cross-functional squads and influencing Product, Data Science, MarTech, Finance, and Marketing partners without relying on direct authority.
Excellent executive communication skills, including the ability to simplify complexity, explain trade-offs, and align senior stakeholders around a clear direction.
Who You Are
Commercially accountable: You own outcomes, not just workstreams, and take responsibility for delivering results.
A standard-setter: You have a clear view of what excellent lifecycle management looks like and the conviction to maintain that standard.
Customer-obsessed: You believe sustainable commercial performance and exceptional customer experience are mutually reinforcing goals.
A strong storyteller: You know how to communicate product value in a way that is relevant and compelling to customers.
Energized by transformation: You are motivated by ambiguity and enjoy building better ways of working.
Hands-on and strategic: You are equally comfortable challenging the logic of a churn intervention and presenting a 12-month monetization roadmap to senior leadership.
A decisive prioritizer: You identify the highest-leverage opportunities quickly, protect focus, and say no with clarity and conviction.