Lead, Integrated Product Marketing

GEICO Lead, Integrated Product Marketing Function

Reports to: Sr. Manager, Product Marketing
Partners closely with: Creative, Social, Influencer, Experiential, Consumer Insights, Brand Strategy, and Performance Media.
About the Role:
Within Auto Product Marketing at GEICO, integrated strategy connects consumer insight and in‑market execution. The Lead, Integrated Product Marketing translates consumer strategy and segmentation into messaging strategies, creative briefs, and integrated activation plans. Work closely with the Product Marketing Strategy Lead to convert insights into messaging and execution, ensuring consistency across owned, earned, and paid channels.
Key Responsibilities

Comms Strategy & Funnel Architecture:

Define how owned, earned, and paid activations come to life across the funnel for the product, ensuring each channel plays a distinct role.
Translate consumer segments into messaging strategies, channel mixes, and creative direction.
Clarify which messages belong at awareness, consideration, and conversion, and brief accordingly.
Own messaging evolution, creative matrices, and message testing for the Auto Insurance product.
Lead the development, substantiation, and translation of product and proof‑point claims into clear messaging by audience, funnel stage, and channel.
Ensure work across paid media and influencer and experiential teams ladders to a connected brand narrative.
Ensure Auto messaging is consistent with the broader brand platform.

Consumer Research & Learning Agenda:

Own the consumer research and messaging learning agenda for the Auto Insurance product.
Turn qualitative and quantitative findings into messaging shifts, creative briefs, and channel recommendations.
Maintain a test‑and‑learn rhythm to refine segment‑specific communications over time.

Creative & Cross‑Functional Partnership:

Serve as the day‑to‑day partner to Creative, grounding concepts in segmentation insight and funnel strategy.
Work with Social, Influencer, and Experiential teams to ensure executions reflect the communications strategy while flexing appropriately by channel.
Align performance and media partners so paid activation follows the same segmentation and funnel logic.
Connect creative output to product strategy so campaigns are compelling, accurate, and differentiated.
Partner with the Product Marketing Lead to keep communications strategy informed by business results, competitive shifts, and product research.

You May Be a Good Fit If You Have

Managed messaging strategy and creative briefing in a multi‑channel consumer marketing environment (not just contributed).
Can translate segmentation and consumer research into a clear, actionable communications brief without losing nuance.
A natural connector who holds the throughline across Creative, Social, Experiential, and Media so executions feel coherent.
Has a clear point of view on what makes creative strategically sound and can defend it constructively in a room with creative partners.
Is a strong written communicator who can distill complex strategy into actionable guidance for cross‑functional teams.
Ideal Experience

Proven experience in product or brand marketing within a consumer‑facing, multi‑channel organization, translating segmentation and consumer insight into messaging strategy and briefs.
Funnel fluency: Familiarity with funnel‑stage marketing planning and channel mix strategy across owned, earned, and paid.
Creative partnership: Experience working directly with creative teams with enough strategic grounding to brief well and evaluate output against strategy.
Research fluency: Comfortable working with both qualitative and quantitative consumer research, turning findings into strategic direction.
Cross‑functional range: Track record operating effectively as a connective role across multiple marketing functions.
Education: Bachelor’s degree required.
Strong Candidates May Also Have

Insurance, financial services, or another category with high‑consideration purchase decisions and messaging across a complex funnel.
Exposure to brand strategy at the enterprise level, understanding how product‑level messaging connects to a master brand platform.
Experience running or commissioning consumer research and managing a learning agenda over time.
Salary

Annual salary range: $82,000.00 – $129,150.00. Final offer will depend on scope and responsibilities, experience, education, and market.
Position does not sponsor work authorization.
Equal Employment Opportunity

GEICO is an equal opportunity employer. GEICO conducts drug screens and background checks on applicants who accept employment offers. The Equal Employment Opportunity Policy of GEICO provides equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, national origin, age, disability, or genetics.

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