Principal Product Manager, Customer Engagement & Data

About the job

You will be working on GEICO’s platform for creating and activating customer communications and marketing campaigns. We are evolving into a modern customer engagement platform, helping teams reach the right customers with relevant experiences across channels, with growing emphasis onself serveusability,multi channelorchestration, AI engagement, and enterprise grade reliability.

This Principal Product Manager role owns the customer and data foundation, the capabilities that define who can be reached, with what data, on which channels, and under what eligibility and quality standards. Journey, content, and delivery capabilities build on this foundation, and you will define the vision, platform patterns, and roadmap that connect them.

This is a Principal level, multi squad portfolio role with ownership across audience, customer data, AI enabled engagement inputs, and the platform foundation that powers personalized, intelligent customer engagement.

You will drive automation and simplification across audience and platform workflows, strengthen customer and audience capabilities, and help teams activate experiences with confidence.You will also lead product direction for intelligent and agentic engagement capabilities, including AIassistedaudience development,goal-basedengagement strategy, and the data quality and platform patternsrequiredto support agentic workflows at scale.

This role is ideal if you enjoy working closely with users, designers, engineers, and data partners, while also building alignment with senior leadership and stakeholders. If you want to shape how GEICO understands its customers, powers AI driven engagement, and enables agentic customer experiences at scale, we are looking for you.

This is a hybrid position, requiring on-site presence 2-3 days a week at one of the following locations: Palo Alto, CA; Seattle, WA; Bethesda, MD.

Key Responsibilities

Product vision & strategy

• Define and evolve the product vision, strategy, and roadmap for customer engagement and data capabilities

• Own how audience, customer data, and engagement context integrate across journey orchestration, content creation, and delivery

• Define platform patterns, contracts, and integration approaches that partner product teams and engineering squads build on

• Connect roadmap priorities to measurable engagement performance, including reach, relevance, activation success, data quality, and time to launch

• Translate complex business, data, and operational requirements into clear product strategies and actionable features

Audience & customer data

• Drive the Audience Manager product surface, including audience creation, segmentation, reference audiences, suppression, execution, and lifecycle management

• Advance the customer and audience data layer that journeys and content depend on, including modernization of how audience capabilities are used across the platform

• Define engagement context for users, including who can be reached, on which channels, and with what data quality and eligibility constraints

• Establish product patterns for governance, validation, and safeguards that reduce errors, rework, and operational risk

AI & agentic customer engagement

• Define product direction for AIassistedand agentic capabilities across customer engagement, including intelligent audience development,goal-basedengagement, and data driven decision support for who to reach and why

• Establish the customer, audience, and data foundationrequiredfor agentic workflows, including eligibility, channel readiness, data quality, and governance guardrails

• Partner with AI engineering to translate intelligent engagement opportunities into usable product experiences that fit existing marketer and operator workflows

• Identifyhigh value agentic and automation opportunities across audience creation, targeting, activation readiness, and engagement planning

• Ensure AI and agentic capabilities are transparent, trustworthy, and responsible for business users, with clear guardrails in a regulated,high volumeenvironment

Data quality & activation

• Improve data quality signals in product, including audience fit, coverage, and readiness for activation

• Advance integration and activation patterns with customer data and audience platforms so definition and activation feel connected, not fragmented

• Partner with data and platform engineering teams to ensure audience and customer data capabilities scale reliably

Automation & simplification

• Identifyand remove friction across audience and related platform workflows through automation, clearer workflows, andself serveexperiences

• Contribute toplatformwide priorities around workflow simplification, platform trust, and reduced operational dependency

• Balance speed and ease of use with the safeguards and governancerequiredin a regulated,high volumeenvironment

Discovery, delivery & measurement

• Lead discovery with audience builders, campaign managers, marketing operations, data partners, and engineering teams

• Prioritize features based on customer impact, business value, strategic alignment, and effort using qualitative insight and quantitative data

• Define KPIs that reflect platform performance and downstream engagement impact

• Lead cross functional teams through the full product lifecycle from discovery and design to delivery and measurement

Leadership & cross squad influence

• Operate as the customer and data spine acrossthe platformproduct team, partnering with peer product managers across journey, content, and delivery without owning their domain specific surfaces

• Influence and align senior stakeholders on product direction, tradeoffs, and outcomes

• Represent customer and data capabilities in stakeholder intake and portfolio planning

• Contribute to shared platform initiatives by owning the audience and data slice ofend to endexperiences

• Mentor product managers and contribute to product practice

Explicit boundaries

• Does not own journey orchestration UI, content creation, messaging delivery, or full analytics products, but defines the data and platform capabilities those teams depend on

• Partners with journey, content, delivery, platform engineering, operations, and compliance teams across the engagement stack

What success looks like in year one

• High impact manual audience and data workflows replaced with reliable, in product automation and clearer user workflows

• Core audience, eligibility, and activation paths redesigned for clarity and speed, with fewer steps and fewer unnecessary escalations

• Customer and audience data capabilities progress toward a reusable foundation that journey and content teams can build on with confidence

• Roadmap priorities tied to measurable gains in launch velocity, activation reliability, data quality, and engagement effectiveness

• Major initiatives clearly connect product improvements to better customer experiences, including relevance, timing, and coherence across channels

• Clear phased directionestablishedfor intelligent audience and engagement capabilities, aligned with engineering capacity and platform architecture

Growth path

This Principal Product Manager role sits at the strategic center ofthe platformproduct organization and partners closely with product managers across journey, content, and delivery. Strong performers expand influence across full engagement stack and toward broader platform leadership, shaping customer engagement orchestration and evolution beyond messaging.

Qualifications

Required

• 8+ years of product management experience, with at least 3 years focused on audience management, customer data platforms,martech, segmentation, or related customer engagement domains

• Proven experience delivering platform or internal product capabilities at enterprise scale, with ownership spanning multiple engineering squads or platform domains

• Strong understanding of audience and segmentation workflows, customer data, data activation, eligibility, and the operational realities of marketing and campaign teams

• Demonstrated ability to drive automation and simplification in complex products, reducing manual work and improving how teams get work done

• Experience defining platform integration patterns or shared capabilities consumed by adjacent product teams

• Ability to partner effectively with engineering, design, data engineering, and business stakeholders in complex, cross functional environments

• Strong strategic thinking with the ability to connect product roadmaps to business goals, portfolio priorities, and customer outcomes

• Excellent communication, storytelling, and stakeholder management skills, including executive alignment

• Experience defining KPIs and using data to inform prioritization and product decisions

• Bachelor’s degree or equivalent practical experience

Preferred

• Experience with customer data platforms, audience activation, or enterprise data platforms

• Familiarity with journey orchestration, campaign management, or cross channel engagement platforms

• Experience with AIassistedproduct capabilities, intelligent targeting, orgoal basedengagement design

• Track recordof simplifying complex internal platforms through automation, guided experiences, or intelligent defaults, with demonstrable gains in user efficiency or business performance

• Exposure to regulated industries, consent and preference management, or enterprise platform reliability expectations

• Advanced degree or relevant product, data, ormartechcertifications