Senior Director, 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 l