Within Marketing at GEICO — a team in the middle of a significant transformation — the brand and go-to-market strategy for our specialty lines (cycle, boat, and RV) is what turns competitive trends, business goals, and customer insight into work that moves the business. Getting this right is a real competitive advantage and a must-do.

You'll own the brand and go-to-market strategy for GEICO's specialty lines: analyzing and translating business data into marketing strategy, developing advertising strategy across Paid/Owned/Earned Media and Creative, and serving as the primary strategic lead for agency partners across every activation channel. You'll turn competitive trends, business goals, and AI-assisted analysis into clear channel, creative, partner, and lifecycle decisions, and champion consumer and market research to guide brand and go-to-market decisions.

This role also leads people — coaching a Marketing Lead and junior associates — and owns the Specialty marketing budget end to end. It's a strong fit for someone who wants full ownership of a brand's strategy and story, not just a piece of it, and who's ready to build a team's judgment and craft alongside their own.

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.

Business Analysis & Strategy Setting

• Be the voice of all Specialty marketing line of business data, dashboards, models, and test results, understanding and translating the data in partnership with the Marketing Analytics team

• Turn data into clear channel, creative, and partner decisions to grow new business and drive efficiencies through smarter use of existing tools and performance visibility

• Derive insights from prospect funnel trends, customer behaviors and insights, and competitive performance to inform short- and long-term strategic recommendations

Brand Strategy & Advertising

• Develop advertising strategies inclusive of Paid/Owned/Earned Media and Creative tailored to business objectives, customized to your audience, and cohesive with the overall master brand strategy

• Drive Line of Business and Reasons to Believe cohesion across all customer-facing touchpoints through collaboration with product, media, creative, CRM, and agent sales management teams

• Own and maintain the claims library, ensuring cohesion between master brand and Specialty narratives, and partnering with Creative in reviews so work answers the brief and product needs

Cross-Functional & Agency Partnership

• Ensure alignment in overall planning and successful execution by developing and maintaining relationships with partners across the business, within the Marketing department, and with agencies

• Serve as the primary strategic lead for agency partners across all activation channels, and partner with internal centers of excellence (media, events, social) to keep brand activation on-strategy and consistent regardless of the channel or team executing it

Consumer Insights & Learning Agenda

• Champion consumer and market research and own the learning agenda — leveraging customer, category, and cultural insights to guide ideation, identifying knowledge gaps to drive smarter brand and GTM decisions, and positioning the team as insight-led thinkers, not just executors

• Identify insight-driven territories and moments for media selection and creative development

Planning, Briefing & Business Pipeline

• Create short- and long-range business plans in partnership with line of business stakeholders; setting objectives, mapping out unit economics, determining key initiatives, and identifying KPIs grounded in consumer insights

• Write, review, and champion business and creative briefs starting with the annual planning process, grounded in the Where to Play/How to Win framework — serving as the voice of both the customer and the business and setting briefing standards across stakeholders so every brief delivers clearly on brand strategy for each line of business

• Build business pipeline across digital, phone, and agent distribution channels

• Deliver clear, customer-first connected journeys outlining what to communicate, setting the actions we want the customer to take, and driving cohesion in the marketing plan for optimal business outcomes

Team Leadership & Budget Ownership

• Lead, coach, and develop the Marketing Lead and junior associates — setting clear goals, delegating effectively, giving frequent feedback, and ensuring high-quality outputs without bottlenecks

• Own the Specialty marketing budget and investment guardrails, partnering with Operations on budget management

• Reconcile the Specialty marketing budget monthly and deliver budget reporting

• Have partnered closely with the product/business team to translate business needs and goals into marketing strategy

• Are well versed in analyzing data and developing qualitative insights to shape strategic plans

• Have led and developed a team — setting goals, delegating, giving feedback, and holding a high bar for the work that comes back to you

• Have experience evaluating creative concepts and assets based on strategic alignment and business impact

• Have a demonstrated track record of writing clear briefs that inspire exceptional work

• Have worked inside a conversion-driven service business — financial services, insurance, SaaS, or banking — where the brand's job is measurable in acquisition and retention, not just awareness

• Are a self-starter who can tackle new initiatives — like owning the Specialty brand narrative end to end — with little guidance

• Use AI tools like Claude or Copilot as part of how you analyze data, draft briefs, and move faster without sacrificing rigor

• Have experience working on both established and entrepreneurial brands

• Experience: 7+ years in brand marketing/management, including experience with a Fortune 500 company, with demonstrated success driving significant, profitable growth through consumer marketing programs

• Service company background: Background in a conversion-driven service business — financial services, insurance, SaaS, or banking — where the company's success depends on acquiring and retaining customers. Experience in CPG or physical product marketing is not a substitute for this context

• People leadership: Experience managing and developing direct reports, with a track record of delegating effectively and holding a high bar

• AI fluency: Comfortable using AI tools (e.g., Claude, Copilot) as part of a modern marketing workflow — for data analysis, briefing, and creative development

• Education: Bachelor's Degree; MBA preferred

• Experience marketing powersports, recreational vehicle, or specialty insurance categories

• Agency-side experience managing multi-channel campaigns

• Familiarity with consumer/market research methodologies and translating findings into brand strategy

Location: Bethesda, MD or Manhattan, NY (Hybrid — 3 days/week in office, with flexibility)

Reports To: Sr. Director, Product Marketing – Property & Specialty Lines

Function: Product Marketing

Partners Closely With: Business, Creative, Media, CRM, External Media Agencies, Consumer & Market Research, Experiential, Influencer, Social

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.

At this time, GEICO will not sponsor a new applicant for employment authorization for this position.