Senior Director, Customer Lifecycle Marketing

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.

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; 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

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 degree required

Nice to have

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

Benefits

Competitive pay, benefits, and flexibility; Personalized development programs; Mentorship; Certification assistance; Inclusive and collaborative culture