Senior Manager, Specialty Product Marketing

GEICO•Bethesda, MD

13d•$121,975 - $189,625•Hybrid

About The Position

GEICO is seeking a Senior Manager to own the brand and go-to-market strategy for its specialty lines, including cycle, boat, and RV. The role translates business data, competitive trends, customer insights, and business goals into marketing strategy and decisions across channels, creative, agency partners, and customer lifecycle marketing. It champions consumer and market research and uses AI-assisted analysis to inform brand and go-to-market decisions. The position leads and develops a Marketing Lead and junior associates, owns the Specialty marketing budget and investment guardrails, and partners across business functions and agencies to ensure aligned planning and execution. The role is based in Bethesda, MD or Manhattan, NY, with a hybrid schedule of three days per week in the office and flexibility. It reports to the Sr. Director, Product Marketing – Property & Specialty Lines.

Requirements

7+ years of experience in brand marketing or brand management.
Demonstrated success driving significant, profitable growth through consumer marketing programs.
Experience with a Fortune 500 company.
Experience in a conversion-driven service business such as financial services, insurance, SaaS, or banking, with a focus on customer acquisition and retention.
Experience managing and developing direct reports, including setting goals, delegating, providing feedback, and maintaining a high standard for work.
Bachelor’s degree.
Ability to partner closely with product or business teams to translate business needs and goals into marketing strategy.
Proficiency in analyzing data and developing qualitative insights to shape strategic plans.
Experience evaluating creative concepts and assets for strategic alignment and business impact.
Demonstrated ability to write clear, effective briefs.
Self-starter capable of taking ownership of new initiatives with little guidance.
Comfort using AI tools such as Claude or Copilot for data analysis, briefing, and creative development.
Experience working with both established and entrepreneurial brands.

Nice To Haves

MBA.
Experience marketing powersports, recreational vehicle, or specialty insurance categories.
Agency-side experience managing multi-channel campaigns.
Familiarity with consumer and market research methodologies and translating findings into brand strategy.

Responsibilities

Analyze and interpret Specialty line-of-business data, dashboards, models, and test results in partnership with Marketing Analytics.
Translate data into channel, creative, and partner decisions to grow new business and improve efficiencies.
Use prospect funnel trends, customer behavior and insights, and competitive performance to develop short- and long-term strategic recommendations.
Develop advertising strategies across Paid, Owned, and Earned Media and Creative, tailored to business objectives and audiences and aligned with the master brand strategy.
Drive cohesion in line-of-business and Reasons to Believe messaging across customer-facing touchpoints by collaborating with product, media, creative, CRM, and agent sales management teams.
Own and maintain the claims library and partner with Creative on reviews to ensure work aligns with the brief and product needs.
Build and maintain relationships with business, Marketing, and agency partners to support planning and execution.
Serve as the primary strategic lead for agency partners across activation channels and work with internal centers of excellence to keep brand activation consistent and on-strategy.
Champion consumer and market research and own the learning agenda, using customer, category, and cultural insights to guide ideation and brand and go-to-market decisions.
Identify insight-driven territories and moments for media selection and creative development.
Create short- and long-range business plans with line-of-business stakeholders, including objectives, unit economics, initiatives, and consumer-insight-grounded KPIs.
Write, review, and champion business and creative briefs, including annual planning briefs grounded in the Where to Play/How to Win framework; set briefing standards across stakeholders.
Build business pipeline across digital, phone, and agent distribution channels.
Develop connected, customer-first journeys that define communications and desired customer actions and support cohesive marketing plans.
Lead, coach, and develop the Marketing Lead and junior associates by setting goals, delegating, providing frequent feedback, and ensuring high-quality work.
Own Specialty marketing budget and investment guardrails in partnership with Operations.
Reconcile the Specialty marketing budget monthly and deliver budget reporting.