Senior Director, Customer Lifecycle Marketing

GEICO•Bethesda, MD

1d•$195,000 - $315,000•Hybrid

About The Position

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. This leader will define and scale the lifecycle strategy and leverage leading-edge customer engagement tools and platforms to execute it.

Requirements

10–15+ years of experience in lifecycle, CRM, or retention marketing, ideally within consumer-facing, regulated industries (insurance, financial services, telecom, etc.)
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 (e.g., Salesforce, Adobe, Braze, Iterable)
Analytical mindset with experience using data and experimentation to drive business outcomes
Exceptional cross-functional leadership and stakeholder management skills

Nice To Haves

Experience in insurance or financial services (auto, home, renters, or multi-line products)
Bachelor’s required; MBA preferred

Responsibilities

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 show customers what they can expect from GEICO if/when they need us, building trust over time
Lead strategy and execution for multi-product adoption, increasing cross-sell between insurance lines (e.g., bundling auto, home, renters)
Implement data-driven triggers to promote relevant coverage at the right life moments (e.g., moving, life events, policy changes)
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.)
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
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
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 that build connections between the customer and the brand
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