Cross-Sell Product Marketing

GEICO•Bethesda, MD

5d•$121,975 - $189,625•Hybrid

About The Position

Within Marketing at GEICO — a team in the middle of a significant transformation — this role builds an enterprise growth lever that doesn't exist yet: a real strategy and measurement foundation for turning single-policy customers into multi-line relationships across auto, property, and specialty. Getting this right is a real competitive advantage and a must-do. This is a new role for Marketing. You'll start by understanding what exists today — auditing current cross-sell capabilities, tools, and performance across every channel (agent, digital, phone, and direct) — before setting the enterprise strategy for how GEICO grows incremental policies among existing customers. Because this function doesn't exist yet, you're responsible for standing up both the strategy and the measurement capability from the ground up: defining what to track, building the reporting and attribution approach, and establishing cross-sell as a durable, well-instrumented growth lever. Working across Auto, Property, and Specialty product marketing teams, Marketing Analytics, and every distribution channel, you'll lead strategy for multi-product adoption — identifying the right life moments and triggers to promote relevant coverage, and making sure cross-sell activation is coordinated and consistent regardless of channel or team. This is a builder's role, for someone who wants to stand up a capability from zero and own how GEICO measures its success for years to come.

Requirements

Have built a marketing capability, function, or measurement framework from the ground up, not just operated within an existing one
Are comfortable auditing current state — tools, data, and performance — and turning that into a clear point of view on what to build next
Have partnered across a large, matrixed organization to align strategy across multiple business lines and channels
Are well versed in analyzing data and developing qualitative insights to shape strategic plans
Have experience designing measurement frameworks, KPIs, or attribution models where none existed before
Have worked inside a conversion-driven service business — financial services, insurance, SaaS, or banking — where growth depends on deepening existing customer relationships, not just acquiring new ones
Use AI tools like Claude or Copilot to move faster on analysis, drafting, and building new frameworks from scratch
Are comfortable producing a high volume of work in a deadline-driven environment with little guidance
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
Experience partnering across multiple lines of business, channels, and functions to align strategy
Experience defining KPIs, building reporting/attribution frameworks, and translating data into strategic recommendations
Comfortable using AI tools (e.g., Claude, Copilot) to accelerate analysis, synthesis, and strategic recommendations
Bachelor's Degree

Nice To Haves

MBA 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

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
Partner with Auto, Property, and Specialty product marketing teams, channel owners, regional and field marketing, and agent sales management to define and implement cross-sell campaigns
Ensure cross-sell activation is coordinated and consistent across digital, phone, agent, and direct channels, regardless of the team executing it
Serve as the enterprise expert on cross-sell, bringing market trends, competitive context, and customer insights to shape strategy across all lines of business
Create short and long-range business plans for cross-sell growth in partnership with line of business stakeholders; setting objectives, mapping unit economics, and identifying KPIs
Write, review, and champion briefs that translate cross-sell strategy into clear direction for Creative, Channel, and Analytics partners
Track, analyze, and report on cross-sell performance regularly, sharing learnings to improve strategy over time