Senior Manager, Cross-Sell Product Marketing

Job description

Why Join GEICO? At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities. Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers' expectations while making a real impact on local communities nationwide. Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That's why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers. About the Role Within Marketing at GEICO — a team in the middle of a significant transformation — this role builds an enterprise growth lever that doesn't exist yet: a real strategy and measurement foundation for turning single-policy customers into multi-line relationships across auto, property, and specialty. Getting this right is a real competitive advantage and a must-do. This is a new role for Marketing. You'll start by understanding what exists today — auditing current cross-sell capabilities, tools, and performance across every channel (agent, digital, phone, and direct) — before setting the enterprise strategy for how GEICO grows incremental policies among existing customers. Because this function doesn't exist yet, you're responsible for standing up both the strategy and the measurement capability from the ground up: defining what to track, building the reporting and attribution approach, and establishing cross-sell as a durable, well-instrumented growth lever. Working across Auto, Property, and Specialty product marketing teams, Marketing Analytics, and every distribution channel, you'll lead strategy for multi-product adoption — identifying the right life moments and triggers to promote relevant coverage, and making sure cross-sell activation is coordinated and consistent regardless of channel or team. This is a builder's role, for someone who wants to stand up a capability from zero and own how GEICO measures its success for years to come. How We Work The Marketing organization at GEICO is guided by a clear set of principles: we hire the best at every level and invest in developing them. We believe that strategy comes before action — if we don't know why we're doing something, we don't do it. We bring the same care and accountability to how we spend resources as we would if it were our own business. And when there are challenges, we face them directly and collectively. Leaders in this organization are expected to bring that same mindset to their teams. Key Responsibilities Enterprise Cross-Sell Strategy Own the overall marketing strategy and plan for growing multi-line policyholders across GEICO, setting clear direction for cross-enterprise activation and impact Lead strategy for multi-product adoption, increasing cross-sell between insurance lines (e.g., bundling auto, home, and specialty lines) Define where and how GEICO grows incremental policies among existing customers, prioritizing segments, channels, and life moments with the greatest cross-sell potential Capability & Performance Assessment Assess current cross-sell capabilities, tools, and performance across every channel — agent, digital, phone, and direct — to identify what exists, what's working, and where the gaps are Use findings to inform the strategy, investment priorities, and measurement approach for the new function Measurement & Reporting Foundation Define the KPIs, data sources, and attribution approach needed to measure cross-sell performance, since no consistent measurement capability exists today Build the reporting and dashboards needed to track cross-sell performance and progress against goals Turn data into clear channel, creative, and partner decisions to grow cross-sell business and drive efficiencies through smarter use of existing tools and performance visibility Trigger-Based & Lifecycle Marketing Implement data-driven triggers to promote relevant coverage at the right life moments (e.g., moving, life events, policy changes) Partner with CRM and Marketing Analytics to operationalize triggers into ongoing lifecycle and retention marketing Cross-Enterprise & Channel Partnership Partner with Auto, Property, and Specialty product marketing teams, channel owners, regional and field marketing, and agent sales management to define and implement cross-sell campaigns Ensure cross-sell activation is coordinated and consistent across digital, phone, agent, and direct channels, regardless of the team executing it Serve as the enterprise expert on cross-sell, bringing market trends, competitive context, and customer insights to shape strategy across all lines of business Planning, Briefing & Reporting Create short and long-range business plans for cross-sell growth in partnership with line of business stakeholders; setting objectives, mapping unit economics, and identifying KPIs Write, review, and champion briefs that translate cross-sell strategy into clear direction for Creative, Channel, and Analytics partners Track, analyze, and report on cross-sell performance regularly, sharing learnings to improve strategy over time You May Be a Good Fit If You Have built a marketing capability, function, or measurement framework from the ground up, not just operated within an existing one Are comfortable auditing current state — tools, data, and performance — and turning that into a clear point of view on what to build next Have partnered across a large, matrixed organization to align strategy across multiple business lines and channels Are well versed in analyzing data and developing qualitative insights to shape strategic plans Have experience designing measurement frameworks, KPIs, or attribution models where none existed before Have worked inside a conversion-driven service business — financial services, insurance, SaaS, or banking — where growth depends on deepening existing customer relationships, not just acquiring new ones Use AI tools like Claude or Copilot to move faster on analysis, drafting, and building new frameworks from scratch Are comfortable producing a high volume of work in a deadline-driven environment with little guidance Ideal Experience Experience: 7+ years in product/growth marketing, CRM, or lifecycle marketing, including experience building cross-sell, retention, or multi-product strategies Service company background: Background in a conversion-driven service business — financial services, insurance, SaaS, or banking — where the company's success depends on acquiring and retaining customers. Experience in CPG or physical product marketing is not a substitute for this context Cross-functional & enterprise fluency: Experience partnering across multiple lines of business, channels, and functions to align strategy Measurement & analytics fluency: Experience defining KPIs, building reporting/attribution frameworks, and translating data into strategic recommendations AI fluency: Comfortable using AI tools (e.g., Claude, Copilot) to accelerate analysis, synthesis, and strategic recommendations Education: Bachelor's Degree; MBA preferred Strong Candidates May Also Have Experience launching a net-new marketing function or capability at a large, matrixed company Background in insurance, financial services, or subscription-based multi-product businesses Familiarity with CRM platforms and lifecycle or trigger-based marketing tools Location: Bethesda, MD or Manhattan, NY (Hybrid — 3 days/week in office, with flexibility) Reports To: Sr. Director, MOAT & Specialty Product Marketing Function: Product Marketing Partners Closely With: Auto, Property & Specialty Product Marketing, Marketing Analytics, CRM, Channel Owners, Regional & Field Marketing, Agent Sales Management, Creative, Operations Annual Salary $121,975.00 - $189,625.00 The above annual salary range is a general guideline. Multiple factors are taken into consideration to arrive at the final hourly rate/ annual salary to be offered to the selected candidate. Factors include, but are not limited to, the scope and responsibilities of the role, the selected candidate’s work experience, education and training, the work location as well as market and business considerations. At this time, GEICO will not sponsor a new applicant for employment authorization for this position. The GEICO Pledge: Great Company: Protecting customers through life’s twists and turns with innovation and integrity. Great Careers: Personalized development programs, mentorship, and certification assistance. Great Culture: Inclusive and collaborative culture rooted in shared success. Great Rewards: Competitive pay, benefits, and flexibility to support your well-being and future. The equal employment opportunity policy of the GEICO Companies provides for a fair and equal employment opportunity for all associates and job applicants regardless of race, color, religious creed, national origin, ancestry, age, gender, pregnancy, sexual orientation, gender identity, marital status, familial status, disability or genetic information, in compliance with applicable federal, state and local law. GEICO hires and promotes individuals solely on the basis of their qualifications for the job to be filled. GEICO reasonably accommodates qualified individuals with disabilities to enable them to receive equal employment opportunity and/or perform the essential functions of the job, unless the accommodation would impose an undue hardship to the Company. This applies to all applicants and associates. GEICO also provides a work environment in which each associate is able to be productive and work to the best of their ability. We do not condone or tolerate an atmosphere of intimidation or harassment. We expect and require the cooperation of all associates in maintaining an atmosphere free from discrimination and harassment with mutual respect by and for all associates and applicants.