Senior Manager, Specialty Product Marketing

GEICO•Bethesda, MD

12d•Hybrid

About The Position

GEICO is hiring 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, customer insight, competitive trends, and business goals into marketing strategy, advertising across Paid/Owned/Earned Media and Creative, and decisions across channels, creative, partners, and customer lifecycle. The Senior Manager is the primary strategic lead for agency partners across activation channels and champions consumer and market research to guide brand and go-to-market decisions. This role leads and develops a Marketing Lead and junior associates, owns the Specialty marketing budget and investment guardrails, and works closely with business, creative, media, CRM, agency, research, experiential, influencer, and social partners. The position 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

At least 7 years of experience in brand marketing or management.
Experience with a Fortune 500 company and demonstrated success driving significant, profitable growth through consumer marketing programs.
Background in a conversion-driven service business such as financial services, insurance, SaaS, or banking, with experience in customer acquisition and retention.
Experience managing and developing direct reports, including effective delegation and maintaining a high standard for work.
Ability to analyze data and develop qualitative insights to shape strategic plans.
Experience evaluating creative concepts and assets for strategic alignment and business impact.
Demonstrated ability to write clear briefs that inspire exceptional work.
Ability to take initiative on new projects and work with little guidance.
Comfort using AI tools such as Claude or Copilot for data analysis, briefing, and creative development.
Experience working on both established and entrepreneurial brands.
Bachelor's degree.

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

Serve as the voice of Specialty marketing line-of-business data, dashboards, models, and test results, translating findings in partnership with the Marketing Analytics team.
Turn data into channel, creative, and partner decisions that grow new business and improve efficiency through existing tools and performance visibility.
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/Earned Media and Creative that fit business objectives and audiences and align with the master brand strategy.
Drive cohesion in line-of-business and Reasons to Believe messaging across customer-facing touchpoints in collaboration with product, media, creative, CRM, and agent sales management teams.
Own and maintain the claims library, ensuring consistency between master brand and Specialty narratives and partnering with Creative on reviews.
Build and maintain relationships across the business, Marketing, and agencies to support aligned planning and execution.
Serve as the primary strategic lead for agency partners across activation channels and work with internal media, events, and social 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 identify knowledge gaps.
Identify insight-driven territories and moments for media selection and creative development.
Create short- and long-range business plans with line-of-business stakeholders, setting objectives, mapping unit economics, determining initiatives, and identifying KPIs grounded in consumer insights.
Write, review, and champion business and creative briefs, including annual planning briefs, using the Where to Play/How to Win framework and setting briefing standards.
Build business pipeline across digital, phone, and agent distribution channels.
Develop clear, customer-first connected journeys that specify communications and desired customer actions and support cohesive marketing plans.
Lead, coach, and develop the Marketing Lead and junior associates by setting goals, delegating, giving frequent feedback, and ensuring high-quality work.
Own the Specialty marketing budget and investment guardrails in partnership with Operations; reconcile the budget monthly and deliver budget reporting.