GEICO

Lead, Integrated Product Marketing

Function: Auto Product Marketing

Reports To: Sr. Manager, Product Marketing

Partners Closely With: Creative, Social, Influencer, Experiential, Consumer Insights, Brand Strategy, and Performance Media

Within Auto Product Marketing at GEICO, integrated strategy is the connective tissue between consumer insight and in-market execution. Getting this right means every activation — across owned, earned, and paid channels — reflects a clear point of view on audience, message, and funnel moment.

The Lead, Integrated Product Marketing translates consumer strategy and segmentation into how the Auto Insurance product shows up in the world. Working closely with the Product Marketing Strategy Lead, this role turns business, competitive, and product insights into messaging strategies, creative briefs, and integrated activation plans — and serves as the day-to-day partner to Creative, Social, Influencer, and Experiential teams to make sure executions hold together across channels.

The role owns the upstream work of developing, substantiating, and translating product and proof-point claims into audience- and funnel-specific messaging that teams can activate consistently.

When this role is working well, every consumer segment has a clear, funnel-appropriate comms strategy; messaging stays current through an active research agenda and reflective of product enhancements; and owned, earned, and paid channels tell one coherent story in market aligned with GEICO’s brand strategy.

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.

Comms Strategy & Funnel Architecture

• Define how owned, earned, and paid activations come to life across the funnel for the product, ensuring each channel plays a distinct role
• Translate consumer segments into messaging strategies, channel mixes, and creative direction
• Clarify which messages belong at awareness, consideration, and conversion, and brief accordingly

Messaging & Brand Connectivity

• Own messaging evolution, creative matrices, and message testing for the Auto Insurance product
• Lead the development, substantiation, and translation of product and proof-point claims into clear messaging by audience, funnel stage, and channel, in partnership with the appropriate claim owners and reviewers
• Ensure work across paid media activations, influencer, and experiential teams ladders to one connected brand narrative
• Ensure Auto messaging is consistent with the broader brand platform

Consumer Research & Learning Agenda

• Own the consumer research and messaging learning agenda for the Auto Insurance product
• Turn qualitative and quantitative findings into messaging shifts, creative briefs, and channel recommendations
• Maintain a test-and-learn rhythm to refine segment-specific comms over time

Creative & Cross-Functional Partnership

• Serve as the day-to-day partner to Creative, grounding concepts in segmentation insight and funnel strategy
• Work with Social, Influencer, and Experiential teams to ensure executions reflect the comms strategy while flexing appropriately by channel
• Align performance and media partners so paid activation follows the same segmentation and funnel logic
• Connect creative output to product strategy so campaigns are compelling, accurate, and differentiated
• Partner with the Product Marketing Lead to keep comms strategy informed by business results, competitive shifts, and product research

• Have managed messaging strategy and creative briefing in a multi-channel consumer marketing environment — not just contributed to it
• Can take segmentation and consumer research and translate them into a clear, actionable comms brief without losing the nuance
• Are a natural connector: you hold the throughline across Creative, Social, Experiential, and Media so executions feel coherent, not siloed
• Have a clear point of view on what makes creative strategically sound — and can defend it constructively in a room with creative partners
• Are a strong written communicator who can distill complex strategy into something a cross-functional team can act on

• Experience: Proven experience in product or brand marketing within a consumer-facing, multi-channel organization, with a track record of translating segmentation and consumer insight into messaging strategy and briefs
• Funnel fluency: Familiarity with funnel-stage marketing planning and channel mix strategy across owned, earned, and paid
• Creative partnership: Experience working directly with creative teams, with enough strategic grounding to brief well and evaluate output against strategy
• Research fluency: Comfortable working with both qualitative and quantitative consumer research, and turning findings into strategic direction
• Cross-functional range: Track record operating effectively as a connective role across multiple marketing functions
• Education: Bachelor's degree required

• Experience in insurance, financial services, or another category where purchase decisions are high-consideration and messaging must work across a complex funnel
• Exposure to brand strategy at the enterprise level, with an understanding of how product-level messaging connects to a master brand platform
• Experience running or commissioning consumer research and managing a learning agenda over time

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.