Senior Director, Customer Lifecycle Marketing

GEICO; Bethesda (MD); Hybrid; USD 195,000 - 315,000; Full time

Job summary

GEICO is seeking a Senior Director of Customer Lifecycle Marketing based in Bethesda, MD, or NY, NY. In this role, you will own the post-acquisition customer lifecycle, designing data-driven experiences to enhance engagement and retention, while leading cross-product growth strategies.

With 10-15 years in lifecycle marketing, you will develop personalized customer journeys using cutting-edge tools. The position offers a salary ranging from $195,000 to $315,000, depending on experience.

Qualifications

• 10-15+ years of experience in lifecycle, CRM, or retention marketing.
• Proven success driving retention, engagement, and cross-sell performance.
• Strong expertise in customer segmentation, personalization, and journey orchestration.

Responsibilities

• Own and scale the customer engagement and retention strategy.
• Lead strategy for multi-product adoption and cross-sell initiatives.
• Partner with Marketing Analytics to develop segmentation models.

Skills

Customer segmentation

Lifecycle marketing

CRM platforms (Salesforce, Adobe)

Data-driven strategies

Education

Bachelor’s required; MBA preferred

Tools

Salesforce

Adobe

Braze

Iterable

Job description

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. The 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 build trust over time, showing customers what to expect from GEICO when they need us.

Cross‑Sell & Customer Growth

• Lead strategy and execution for multi‑product adoption, increasing cross‑sell between insurance lines (bundling auto, home, renters).
• Implement data‑driven triggers to promote relevant coverage at the right life moments (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.

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.
• 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 (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 and renewal rates.
• Growth in cross‑sell conversion and multi‑policy customers.
• Increase in customer lifetime value (CLV).

Annual Salary

$195,000.00 – $315,000.00.

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

Equal Employment Opportunity

The GEICO Companies provide a fair and equal employment opportunity for all associates and job applicants regardless of race, color, religious creed, national origin, ancestry, age, gender, pregnancy, sexual orientation, gender identity, marital status, familial status, disability or genetic information, in compliance with applicable federal, state and local law. GEICO hires and promotes individuals solely on the basis of their qualifications for the job to be filled.

GEICO reasonably accommodates qualified individuals with disabilities to enable them to receive equal employment opportunity and/or perform the essential functions of the job, unless the accommodation would impose an undue hardship to the Company. This applies to all applicants and associates. GEICO also provides a work environment in which each associate is able to be productive and work to the best of their ability. We do not condone or tolerate an atmosphere of intimidation or harassment. We expect and require the cooperation of all associates in maintaining an atmosphere free from discrimination and harassment with mutual respect by and for all associates and applicants.