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)
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Annual Salary$195,000.00 - $315,000.00
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.
At this time, GEICO will not sponsor a new applicant for employment authorization for this position.
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.
