layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

LAYIQ - Integrated GTM & Product Marketing Lead at Gen Digital Inc.

Positioning, Messaging & Storytelling: Own the brand and campaign narrative across the Freemium portfolio, from high-level positioning to the copy that lands with consumers
Develop customer-centric stories that cut through, connect emotionally and clearly communicate product value
Create compelling messaging and assets for product launches, campaign initiatives and always-on marketing
Ensure consistent, on-brand storytelling across all customer touchpoints and channels
Go-to-Market Strategy & Launch Execution: Lead go-to-market planning and execution across new product launches, campaign initiatives and strategic marketing programs
Define target audiences, key messages, launch priorities and success metrics
Partner closely with Product teams to understand the roadmap, shape go-to-market strategies and ensure marketing is aligned to product direction and customer needs
Drive launch and campaign readiness, coordinating execution across cross-functional stakeholder groups
Integrated Marketing Planning: Develop integrated marketing plans across paid, owned, lifecycle, affiliate, partner and regional channels, working closely with global regional teams to adapt and localize programs for key markets
Partner closely with Growth Marketing teams on acquisition strategy, audience targeting, offer development and launch execution
Ensure messaging and marketing programs are optimized to drive acquisition, engagement, conversion and retention
Translate campaign and customer insights into improvements across messaging, customer experiences and go-to-market strategy
Performance & Optimization: Own campaign performance end to end, from defining success metrics at the briefing stage through to post-campaign evaluation and learnings
Define launch KPIs and success metrics in partnership with Analytics teams
Monitor performance and connect results back to business objectives
Evaluate campaign results with rigor, connecting performance data back to business outcomes and extracting clear insights that inform the future campaign
Optimize messaging, campaigns and customer journeys using customer and performance data
Drive continuous improvement through testing, learning and experimentation
Cross-Functional Leadership: Serve as a key strategic partner to the Product team bridging product development and market execution to ensure launches and campaigns are insight-led and commercially effective
Build strong working relationships with global regional teams to drive consistent, locally relevant marketing execution across markets
Influence and align stakeholders across Product, Marketing, Analytics, Commercial and Regional teams
Drive alignment and execution across multiple functions and markets
Leverage AI tools to improve efficiency, insight generation, content development and planning

Integrated GTM & Product Marketing Lead

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