About the Role:

Within Product Marketing at GEICO, the digital funnel is where marketing investment either converts or doesn't. This role exists to understand exactly why — and to fix it.

The Digital Marketing Manager, Product Marketing analyzes performance across owned digital channels and the online funnel, identifying where conversion is breaking down, diagnosing root causes, and partnering with Engineering on experiment design and testing to drive improvement. A core part of the role is owning the full ad-to-application view: connecting how traffic from performance media and organic channels behaves on-site, understanding the Martech and measurement ecosystem that enables that view, partnering with SEO/AEO on discoverability and on-site optimization, and working with Creative on landing page optimization. The output is a single, coherent picture of the digital funnel — and a prioritized, cross-functional agenda for improving it. The role is also hands-on day to day: making page-level content and layout edits directly in the CMS in close collaboration with Creative, SEO and Engineering.

This role requires someone with proven, hands-on experience in digital analytics and conversion optimization — not just familiarity with the tools, but a track record of diagnosing funnel problems, understanding how Martech and measurement systems shape the data, and driving measurable improvement through experimentation and cross-functional partnership.

How We Work:

The Marketing organization at GEICO is guided by a clear set of principles: we hire the best at every level and invest in developing them. We believe that strategy comes before action — if we don't know why we're doing something, we don't do it. We bring the same care and accountability to how we spend resources as we would if it were our own business. And when there are challenges, we face them directly and collectively. Leaders in this organization are expected to bring that same mindset to their teams.

Key Responsibilities:

Funnel & Experience Analysis

• Review the online funnel end-to-end — from ad click through completed application — to identify gaps, drop-off points, and conversion opportunities
• Independently analyze site, funnel, and business performance using analytics tools and operational data
• Identify trends, diagnose root causes, and distinguish between experience issues, traffic quality issues, and execution issues
• Communicate the expected impact of marketing investment changes on site metrics, giving stakeholders a clear before/after view

Marketing Spend & Traffic Translation

• Understand traffic composition by marketing channel (paid search, paid social, affiliate, organic) and how each channel's traffic behaves on-site
• Translate channel-level spend and traffic characteristics into expected site performance benchmarks by source
• Surface where upstream channel quality and downstream site metrics tell different stories, and propose experience optimizations tied to how different traffic sources actually behave
• Work closely with Marketing Analytics and channel owners to understand campaign optimizations, traffic mix changes, and their downstream impact on funnel performance

SEO/AEO, Landing Page Optimization & CMS Execution

• Partner with SEO/AEO teams to align on-site content, structure, and technical performance with organic search and answer-engine discoverability goals
• Analyze landing page performance by traffic source and campaign, identifying where messaging, layout, or performance is limiting conversion
• Partner with Creative and Engineering to test and refine landing page concepts, translating performance findings into clear briefs and iteration recommendations
• Make hands-on updates directly in the CMS — copy, imagery, and page-level layout changes — in collaboration with Creative and Engineering; this is working-level execution, not ownership of CMS strategy, architecture, or governance

Experimentation & Engineering Partnership

• Partner with Engineering to design, scope, and prioritize experiments aimed at improving funnel and conversion performance
• Maintain visibility across all active site experiments — tracked, monitored, and read out consistently
• Generate and follow the data to propose UX and funnel testing that improves the quote and application experience

Reporting & Stakeholder Communication

• Serve as a daily power user of dashboards (Power BI or similar), using them to understand funnel health, traffic performance, SEO/AEO, and experiment status at both a macro business level and a micro diagnostic level
• Leverage SQL, Snowflake, or similar platforms to construct BI reports and uncover digital conversion gaps
• Understand the martech stack, tagging, tracking, and data flows well enough to identify measurement gaps, partner on fixes, and ensure funnel reporting reflects how the customer experience actually works
• Communicate performance insights and recommendations clearly to leadership, translating technical findings into business-ready narratives
• Act as a connector across Analytics, channel owners, Engineering, Creative, SEO/AEO, and Product Marketing to align insights, priorities, and optimization plans

You May Be a Good Fit If You:

• Have led digital analytics and conversion optimization in a high media spend and traffic consumer funnel — and can point to the experiments you ran and the improvements you drove
• Understand the connection between channel-level media metrics and on-site behavior well enough to diagnose where they diverge and why
• Know how to work with Analytics and channel owners to connect optimization decisions upstream with measurable funnel impacts downstream
• Are just as comfortable rolling up your sleeves to make the page edit yourself in the CMS as you are analyzing why it’s needed — this is working alongside Creative and Engineering, not directing their work
• Can translate a technical finding into a clear recommendation that a senior marketing leader can act on
• Have partnered or led digital test experiment design — translating business/marketing hypothesis to in-market test that produces statistical results
• Are comfortable operating in a highly cross-functional role where progress depends on influencing partners, aligning priorities, and turning shared insights into action
• Bring intellectual curiosity to the funnel: you genuinely want to understand why customers drop off, not just report that they do

Qualifications:

• Experience: 5+ years in digital analytics, conversion or funnel optimization, or a related quantitative role, with a proven track record of diagnosing funnel problems and driving measurable improvement
• Technical fluency: Proficiency in data visualization tools (Power BI or similar) and hands-on experience manipulating large datasets using SQL, Snowflake, or Python
• Martech fluency: Working knowledge of martech platforms, tagging, tracking, attribution, and data flows, with the ability to partner with Analytics and technical teams to improve measurement quality
• Channel analytics: Experience analyzing marketing channel and traffic data (paid media, organic, affiliate) and connecting it to on-site performance and conversion behavior
• Cross-functional partnership: Experience partnering with Analytics, channel owners, Engineering, Creative, and Product Marketing to translate performance findings into shared optimization plans
• Landing page optimization: Experience partnering with Creative on landing page testing using data to inform creative direction
• CMS execution: Comfortable working hands-on within a CMS (e.g., Adobe Experience Manager, WordPress, Contentful, or similar) to make page-level content and layout edits alongside Creative and Engineering
• SEO/AEO: Experience partnering with SEO teams on technical and content optimization; familiarity with emerging AEO considerations is a plus
• Communication: Ability to synthesize technical data into clear, executive-ready stories and recommendations
• Education: Bachelor's degree in Business, Data Analytics, or a related quantitative field

Strong Candidates May Also Have:

• Experience in insurance, financial services, or another high-consideration consumer category where the path from ad click to completed application is long and complex
• Direct experience with tagging, tracking implementation, and experiment setup in partnership with Engineering
• Familiarity with answer engine optimization (AEO) and how it differs from traditional SEO in influencing discoverability

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.