In insurance, traditional shopper signals are clear—customers need the product to buy a house, get a car or start a family—but capitalizing on those signals is something most of the industry has yet to crack.

That’s where Jared Vestal comes in. Hired early this year as VP of growth and journey marketing at Geico, the 39-year-old is working to maximize the Chevy Chase, Maryland-based insurer’s ability to better connect with customers and potential ones by revamping its data strategy.

“The traditional signals of moving and shopping for insurance—those are all commoditized,” said Vestal. “By the time you get the signals, all your competitors also get them.” He said that he and his growing team of 10 are using knowable moments in the customer journey alongside “non-traditional data sources” to build up Geico’s marketing muscle.

“If you can do a decent job of flagging, capturing and converting those moments in a structured and thoughtful way, you’re way ahead of most of the insurance industry,” said Vestal.

A Maine native with an MBA from the Rochester Institute of Technology, Vestal has always had an interest in analytics. Three years at Salesforce helped hone his data and customer skills.

Geico’s strategy refresh comes at a time of industry upheaval—the challenges of climate change and economic uncertainty have led to budget cutbacks and higher prices. Geico itself has been switching up its approach, which includes a new media agency and focus on digital channels.

Vestal expects the industry will focus on dual-benefit marketing initiatives. For example, getting a customer to sign up for automatic bill pay helps the customer and also decreases pressure on the brand’s call center.

“I think what we’ll see is more marketers focused equal parts on growing the business as they are on reducing costs in the business,” said Vestal.

If you could have dinner with one person, alive or dead, who would it be and why?

Anthony Bourdain, full stop. The content he left behind has guided my path to becoming a citizen of the world, shaped the itineraries of my most memorable trips and taught me the value of simple things worth living for. 

What are the top two social media sites you use on a regular basis?

Instagram, to share food and travel ideas constantly with my wife, Jessica. And LinkedIn: I’m always making a connection, introduction, looking for unconventional top talent, following companies that I believe in, etc.

What’s currently on your bedside reading list?

Most of the time I’m reading a few things. Usually something fiction, something food-related and something business-related. Right now, I’m re-reading “Shoe Dog,” by Phil Knight—I’m a big sneaker guy, but it’s more of a leadership book on risk-taking, perseverance and people management. This book shaped my own views on high-performing teams: “Let them be, let them do, let them make their own mistakes.” And managing through change: “Life is growth. You grow or you die.” The other book is the “Via Carota” cookbook—it’s my favorite Italian restaurant from living in New York City’s West Village, and I’ve been working my way through the recipes. I make a lot of pasta at home and the sugo di carne on page 303 is simply the best.

What was the last show you binge-watched?

Season 2 of “The Bear”—and when I have an extra few minutes during a flight, I’ll re-watch “Forks,” which is episode 7 of that season. This has probably been my single most favorite episode of TV in years. So many important lessons and all of the emotions wrapped up in a tight 35-minute package. I spent some time in commercial kitchens and the show captures the controlled freneticism of that environment well enough to make my palms sweaty—even on a small screen. 

At what age do you hope to retire?

If you asked my 11-year-old self this question, I would have responded that I wanted to retire at 25 and live in a big, black, mirrored cube–shaped house with a full 25% of the floor plan dedicated to Nintendo games. (I can even show you the drawings.) My personal tastes and career aspirations have changed somewhat since then. Ask me next year. ;)