Responsibilities

• Own the overall marketing strategy and plan for growing multi-line policyholders across GEICO, setting clear direction for cross-enterprise activation and impact
• Lead strategy for multi-product adoption, increasing cross-sell between insurance lines (e.g., bundling auto, home, and specialty lines)
• Define where and how GEICO grows incremental policies among existing customers, prioritizing segments, channels, and life moments with the greatest cross-sell potential
• Assess current cross-sell capabilities, tools, and performance across every channel — agent, digital, phone, and direct — to identify what exists, what's working, and where the gaps are
• Use findings to inform the strategy, investment priorities, and measurement approach for the new function
• Define the KPIs, data sources, and attribution approach needed to measure cross-sell performance, since no consistent measurement capability exists today
• Build the reporting and dashboards needed to track cross-sell performance and progress against goals
• Turn data into clear channel, creative, and partner decisions to grow cross-sell business and drive efficiencies through smarter use of existing tools and performance visibility
• Implement data-driven triggers to promote relevant coverage at the right life moments (e.g., moving, life events, policy changes)
• Partner with CRM and Marketing Analytics to operationalize triggers into ongoing lifecycle and retention marketing

Requirements

• Experience: 7+ years in product/growth marketing, CRM, or lifecycle marketing, including experience building cross-sell, retention, or multi-product strategies
• 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
• Cross-functional & enterprise fluency: Experience partnering across multiple lines of business, channels, and functions to align strategy
• Measurement & analytics fluency: Experience defining KPIs, building reporting/attribution frameworks, and translating data into strategic recommendations
• AI fluency: Comfortable using AI tools (e.g., Claude, Copilot) to accelerate analysis, synthesis, and strategic recommendations
• Education: Bachelor's Degree; MBA preferred

Preferred

• Experience launching a net-new marketing function or capability at a large, matrixed company
• Background in insurance, financial services, or subscription-based multi-product businesses
• Familiarity with CRM platforms and lifecycle or trigger-based marketing tools