Lead, Integrated Product Marketing

GEICO•Bethesda, MD

1d•$82,000 - $129,150•Hybrid

About The Position

Within Auto Product Marketing at GEICO, integrated strategy is the connective tissue between consumer insight and in-market execution. Getting this right means every activation — across owned, earned, and paid channels — reflects a clear point of view on audience, message, and funnel moment. The Lead, Integrated Product Marketing translates consumer strategy and segmentation into how the Auto Insurance product shows up in the world. Working closely with the Product Marketing Strategy Lead, this role turns business, competitive, and product insights into messaging strategies, creative briefs, and integrated activation plans — and serves as the day-to-day partner to Creative, Social, Influencer, and Experiential teams to make sure executions hold together across channels. The role owns the upstream work of developing, substantiating, and translating product and proof-point claims into audience- and funnel-specific messaging that teams can activate consistently. When this role is working well, every consumer segment has a clear, funnel-appropriate comms strategy; messaging stays current through an active research agenda and reflective of product enhancements; and owned, earned, and paid channels tell one coherent story in market aligned with GEICO’s brand strategy.

Requirements

Managed messaging strategy and creative briefing in a multi-channel consumer marketing environment — not just contributed to it
Can take segmentation and consumer research and translate them into a clear, actionable comms brief without losing the nuance
Are a natural connector: you hold the throughline across Creative, Social, Experiential, and Media so executions feel coherent, not siloed
Have a clear point of view on what makes creative strategically sound — and can defend it constructively in a room with creative partners
Are a strong written communicator who can distill complex strategy into something a cross-functional team can act on
Proven experience in product or brand marketing within a consumer-facing, multi-channel organization, with a track record of translating segmentation and consumer insight into messaging strategy and briefs
Familiarity with funnel-stage marketing planning and channel mix strategy across owned, earned, and paid
Experience working directly with creative teams, with enough strategic grounding to brief well and evaluate output against strategy
Comfortable working with both qualitative and quantitative consumer research, and turning findings into strategic direction
Track record operating effectively as a connective role across multiple marketing functions
Bachelor's degree required

Nice To Haves

Experience in insurance, financial services, or another category where purchase decisions are high-consideration and messaging must work across a complex funnel
Exposure to brand strategy at the enterprise level, with an understanding of how product-level messaging connects to a master brand platform
Experience running or commissioning consumer research and managing a learning agenda over time

Responsibilities

Define how owned, earned, and paid activations come to life across the funnel for the product, ensuring each channel plays a distinct role
Translate consumer segments into messaging strategies, channel mixes, and creative direction
Clarify which messages belong at awareness, consideration, and conversion, and brief accordingly
Own messaging evolution, creative matrices, and message testing for the Auto Insurance product
Lead the development, substantiation, and translation of product and proof-point claims into clear messaging by audience, funnel stage, and channel, in partnership with the appropriate claim owners and reviewers
Ensure work across paid media activations, influencer, and experiential teams ladders to one connected brand narrative
Ensure Auto messaging is consistent with the broader brand platform
Own the consumer research and messaging learning agenda for the Auto Insurance product
Turn qualitative and quantitative findings into messaging shifts, creative briefs, and channel recommendations
Maintain a test-and-learn rhythm to refine segment-specific comms over time
Serve as the day-to-day partner to Creative, grounding concepts in segmentation insight and funnel strategy
Work with Social, Influencer, and Experiential teams to ensure executions reflect the comms strategy while flexing appropriately by channel
Align performance and media partners so paid activation follows the same segmentation and funnel logic
Connect creative output to product strategy so campaigns are compelling, accurate, and differentiated
Partner with the Product Marketing Lead to keep comms strategy informed by business results, competitive shifts, and product research