Senior Director, Lifecycle Marketing

GEICO•New York City, NY

21h•Hybrid

About The Position

GEICO is seeking a Senior Director of Customer Lifecycle Marketing to own the post-acquisition lifecycle. This role involves designing data-driven, personalized experiences to enhance customer engagement, improve retention rates, and expand product penetration. The leader will define and scale the lifecycle strategy, utilizing advanced customer engagement tools and platforms for execution. This is a hybrid role based in either the NY, NY or Bethesda, MD office, reporting to the Head of Product and Customer Marketing.

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.
Bachelor’s required.

Nice To Haves

Experience in insurance or financial services (auto, home, renters, or multi-line products).
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 build customer trust by illustrating GEICO's support during critical times.
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 key 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 the 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 stakeholders to develop and execute the strategy.
Collaborate with Brand and Creative to ensure consistent, engaging messaging across all touchpoints that build customer connections.
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.