Senior Director, Customer Lifecycle Marketing

Why Join GEICO?

At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities.

Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers' expectations while making a real impact on local communities nationwide.

Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That's why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers.

We're building something special within GEICO marketing. The vision is clear: lead one of the world's most iconic, beloved brands into the future to claim category leadership to drive profitable growth AND build the most highly performing, collaborative marketing organization in the industry. Our Marketing Operating Principles include hiring the best at every level and developing our talent to raise the bar for the team. If we can’t do it excellently, we don’t do it. Everything we do starts with a strategy. If we don’t know why we’re doing it, we don’t do it. We act like it’s our business when engaging resources and deeply know and understand our business and category. In marketing at GEICO, we address initiatives and issues head on as a team.

Location: Hybrid based in NY, NY or Bethesda, MD office

Reports To: Head of Product and Customer Marketing

Role Overview:

The Senior Director of Customer Lifecycle Marketing will own the post-acquisition lifecycle, designing data-driven, personalized experiences that keep customers engaged, improve retention rates, and expand product penetration. This leader will define and scale the lifecycle strategy and leverage leading-edge customer engagement tools and platforms to execute it. 

What You’ll Do:

Engagement & Retention Strategy

• Own and scale the customer engagement and retention strategy across the policy lifecycle, including onboarding, renewal, and loyalty 

• Identify key churn drivers and design proactive strategies to improve retention and reduce policy lapse 

• Leverage storytelling to show customers what they can expect from GEICO if/when they need us, building trust over time 

Cross-Sell & Customer Growth

• Lead strategy and execution for multi-product adoption, increasing cross-sell between insurance lines (e.g., bundling auto, home, renters) 

• Implement data-driven triggers to promote relevant coverage at the right life moments (e.g., moving, life events, policy changes) 

Personalization & Customer Journeys

• Partner with Marketing Analytics to develop advanced segmentation models based on customer behavior, risk profile, tenure, and lifecycle stage

• Design and deploy highly personalized, omnichannel journeys (email, SMS, app, direct mail, etc.)

Martech, Data & Analytics

• Oversee lifecycle marketing technology stack to enable real-time, trigger-based marketing 

• Define measurement frameworks tied to retention, cross-sell conversion, customer lifetime value (CLV), and engagement 

Experimentation & Optimization

• Build a rigorous test-and-learn culture, running A/B and multivariate tests across messaging, timing, and offers 

• Continuously optimize lifecycle performance through data insights and customer feedback 

Cross-Functional Leadership

• Partner with Product Marketing, Technology and other partners to develop and carry out the strategy 

• Collaborate with Brand and Creative to ensure consistent, engaging messaging across all touchpoints that build connections between the customer and the brand 

Team Leadership

• Build and lead a high-performing lifecycle marketing team 

• Establish clear KPIs, operating rhythms, and development plans 

• Foster a culture of customer empathy, accountability, and innovation 

Qualifications

• 10–15+ years of experience in lifecycle, CRM, or retention marketing, ideally within consumer-facing, regulated industries (insurance, financial services, telecom, etc.) 

• Proven success driving retention, engagement, and cross-sell performance at scale 

• Strong expertise in customer segmentation, personalization, and journey orchestration 

• Deep experience with marketing automation and CRM platforms (e.g., Salesforce, Adobe, Braze, Iterable) 

• Analytical mindset with experience using data and experimentation to drive business outcomes 

• Exceptional cross-functional leadership and stakeholder management skills 

Preferred Qualifications

• Experience in insurance or financial services (auto, home, renters, or multi-line products) 

• Bachelor’s required; MBA preferred 

Success Metrics

• Improvement in policy retention / renewal rates 

• Growth in cross-sell conversion and multi-policy customers 

• Increase in customer lifetime value (CLV) 

#LI-AN1

Annual Salary

The above annual salary range is a general guideline. Multiple factors are taken into consideration to arrive at the final hourly rate/ annual salary to be offered to the selected candidate. Factors include, but are not limited to, the scope and responsibilities of the role, the selected candidate’s work experience, education and training, the work location as well as market and business considerations.

The GEICO Pledge:

Great Company: Protecting customers through life’s twists and turns with innovation and integrity.

Great Careers: Personalized development programs, mentorship, and certification assistance.

Great Culture: Inclusive and collaborative culture rooted in shared success.

Great Rewards: Competitive pay, benefits, and flexibility to support your well-being and future.

The equal employment opportunity policy of the GEICO Companies provides for a fair and equal employment opportunity for all associates and job applicants regardless of race, color, religious creed, national origin, ancestry, age, gender, pregnancy, sexual orientation, gender identity, marital status, familial status, disability or genetic information, in compliance with applicable federal, state and local law. GEICO hires and promotes individuals solely on the basis of their qualifications for the job to be filled.

GEICO reasonably accommodates qualified individuals with disabilities to enable them to receive equal employment opportunity and/or perform the essential functions of the job, unless the accommodation would impose an undue hardship to the Company. This applies to all applicants and associates. GEICO also provides a work environment in which each associate is able to be productive and work to the best of their ability. We do not condone or tolerate an atmosphere of intimidation or harassment. We expect and require the cooperation of all associates in maintaining an atmosphere free from discrimination and harassment with mutual respect by and for all associates and applicants.