Senior Manager, Specialty Product Marketing
At a glance
Senior Product Marketing role at GEICO. 2 Locations · full-time · $121,975–$189,625 base.
Growth Roles summary, based on the employer's posting.
What you'll do
- Set specialty-line marketing direction by turning business data, funnel behavior, customer insight, and competitor results into decisions
- Shape paid, owned, and earned advertising plus creative for cycle, boat, and RV audiences
- Guide agencies and internal teams so activation stays aligned across media, CRM, social, events, and other channels
- Create business plans, briefs, KPIs, and connected customer journeys that support acquisition and retention
- Manage the Specialty team and budget, including coaching direct reports and reconciling monthly spending
What you bring
- At least seven years in brand marketing or management, including work at a Fortune 500 company
- Background in financial services, insurance, SaaS, or banking where marketing supports customer acquisition and retention
- A record of managing and developing direct reports through delegation, feedback, and clear performance expectations
- Comfort using Claude or Copilot for analysis, briefing, and creative development
- A bachelor's degree, with an MBA preferred
Who this fits
This role suits a senior marketer who wants end-to-end ownership of specialty brand strategy, agency direction, team leadership, and investment decisions. You should be comfortable combining quantitative analysis, consumer research, creative evaluation, and clear briefing in a conversion-focused service business. The position is hybrid in Bethesda, Maryland or Manhattan, New York, with three office days weekly and flexibility. GEICO will not sponsor a new applicant for employment authorization.
From the employer
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 — the brand and go-to-market strategy for our specialty lines (cycle, boat, and RV) is what turns competitive trends, business goals, and customer insight into work that moves the business. Getting this right is a real competitive advantage and a must-do.
You'll own the brand and go-to-market strategy for GEICO's specialty lines: analyzing and translating business data into marketing strategy, developing advertising strategy across Paid/Owned/Earned Media and Creative, and serving as the primary strategic lead for agency partners across every activation channel. You'll turn competitive trends, business goals, and AI-assisted analysis into clear channel, creative, partner, and lifecycle decisions, and champion consumer and market research to guide brand and go-to-market decisions.
This role also leads people — coaching a Marketing Lead and junior associates — and owns the Specialty marketing budget end to end. It's a strong fit for someone who wants full ownership of a brand's strategy and story, not just a piece of it, and who's ready to build a team's judgment and craft alongside their own.
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
Business Analysis & Strategy Setting
Be the voice of all Specialty marketing line of business data, dashboards, models, and test results, understanding and translating the data in partnership with the Marketing Analytics team
Turn data into clear channel, creative, and partner decisions to grow new business and drive efficiencies through smarter use of existing tools and performance visibility
Derive insights from prospect funnel trends, customer behaviors and insights, and competitive performance to inform short- and long-term strategic recommendations
Brand Strategy & Advertising
Develop advertising strategies inclusive of Paid/Owned/Earned Media and Creative tailored to business objectives, customized to your audience, and cohesive with the overall master brand strategy
Drive Line of Business and Reasons to Believe cohesion across all customer-facing touchpoints through collaboration with product, media, creative, CRM, and agent sales management teams
Own and maintain the claims library, ensuring cohesion between master brand and Specialty narratives, and partnering with Creative in reviews so work answers the brief and product needs
Cross-Functional & Agency Partnership
Ensure alignment in overall planning and successful execution by developing and maintaining relationships with partners across the business, within the Marketing department, and with agencies
Serve as the primary strategic lead for agency partners across all activation channels, and partner with internal centers of excellence (media, events, social) to keep brand activation on-strategy and consistent regardless of the channel or team executing it
Consumer Insights & Learning Agenda
Champion consumer and market research and own the learning agenda — leveraging customer, category, and cultural insights to guide ideation, identifying knowledge gaps to drive smarter brand and GTM decisions, and positioning the team as insight-led thinkers, not just executors
Identify insight-driven territories and moments for media selection and creative development
Planning, Briefing & Business Pipeline
Create short- and long-range business plans in partnership with line of business stakeholders; setting objectives, mapping out unit economics, determining key initiatives, and identifying KPIs grounded in consumer insights
Write, review, and champion business and creative briefs starting with the annual planning process, grounded in the Where to Play/How to Win framework — serving as the voice of both the customer and the business and setting briefing standards across stakeholders so every brief delivers clearly on brand strategy for each line of business
Build business pipeline across digital, phone, and agent distribution channels
Deliver clear, customer-first connected journeys outlining what to communicate, setting the actions we want the customer to take, and driving cohesion in the marketing plan for optimal business outcomes
Team Leadership & Budget Ownership
Lead, coach, and develop the Marketing Lead and junior associates — setting clear goals, delegating effectively, giving frequent feedback, and ensuring high-quality outputs without bottlenecks
Own the Specialty marketing budget and investment guardrails, partnering with Operations on budget management
Reconcile the Specialty marketing budget monthly and deliver budget reporting
You May Be a Good Fit If You
Have partnered closely with the product/business team to translate business needs and goals into marketing strategy
Are well versed in analyzing data and developing qualitative insights to shape strategic plans
Have led and developed a team — setting goals, delegating, giving feedback, and holding a high bar for the work that comes back to you
Have experience evaluating creative concepts and assets based on strategic alignment and business impact
Have a demonstrated track record of writing clear briefs that inspire exceptional work
Have worked inside a conversion-driven service business — financial services, insurance, SaaS, or banking — where the brand's job is measurable in acquisition and retention, not just awareness
Are a self-starter who can tackle new initiatives — like owning the Specialty brand narrative end to end — with little guidance
Use AI tools like Claude or Copilot as part of how you analyze data, draft briefs, and move faster without sacrificing rigor
Have experience working on both established and entrepreneurial brands
Ideal Experience
Experience: 7+ years in brand marketing/management, including experience with a Fortune 500 company, with demonstrated success driving significant, profitable growth through consumer marketing programs
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
People leadership: Experience managing and developing direct reports, with a track record of delegating effectively and holding a high bar
AI fluency: Comfortable using AI tools (e.g., Claude, Copilot) as part of a modern marketing workflow — for data analysis, briefing, and creative development
Education: Bachelor's Degree; MBA preferred
Strong Candidates May Also Have
Experience marketing powersports, recreational vehicle, or specialty insurance categories
Agency-side experience managing multi-channel campaigns
Familiarity with consumer/market research methodologies and translating findings into brand strategy
Location: Bethesda, MD or Manhattan, NY (Hybrid — 3 days/week in office, with flexibility)
Reports To: Sr. Director, Product Marketing – Property & Specialty Lines
Function: Product Marketing
Partners Closely With: Business, Creative, Media, CRM, External Media Agencies, Consumer & Market Research, Experiential, Influencer, Social
Annual Salary
$121,975.00 - $189,625.00The 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.
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.
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