Director, Agent Marketing

Key Responsibilities

• Strategy & Leadership
  • Set the vision and roadmap for marketing for GEAs and IAs, aligned to enterprise growth priorities
  • Define differentiated marketing strategies by channel, geography, and agent cohort
  • Establish clear success metrics (volume, efficiency, quality, retention, LTV) and manage performance against them
  • Act as a thought partner to senior marketing, product, and distribution leaders
• Go-to-Market & Execution
  • Lead integrated GTM plans for agent-led acquisition, onboarding, and retention
  • Translate national marketing campaigns into agent-ready, locally relevant executions
  • Oversee development of scalable toolkits, templates, and playbooks (e.g., direct mail, social, local media, experiential)
  • Partner with Performance, Media, Creative, CRM, and Lifecycle teams to deploy always-on and test-and-learn programs
• Agent Experience & Enablement
  • Design marketing solutions that fit naturally into agent workflows
  • Partner with the business to identify agent needs, friction points, and opportunities for outsized impact
  • Drive adoption of new tools, creative approaches, and capabilities through pilots and phased rollouts
  • Establish governance and guardrails that protect the GEICO brand while enabling agent flexibility
• Data, Analytics, and Learning
  • Partner with Analytics to develop targeting models, dashboards, and reporting specific to agent-led business
  • Use insights to prioritize investment, personalize outreach, and optimize channel performance
  • Lead structured experimentation (pilots, A/B tests, cohorting) to inform scaling decisions
  • Continuously incorporate learnings into roadmap and operating model

Desired Experience

• 10+ years of experience in marketing, ideally with experience in field-facing roles
• Specific knowledge and experience in insurance preferred, financial services a must
• Experience working cross-functionally with Product, Analytics, Tech, and Sales/Distribution
• Demonstrated ability to build new capabilities and operate in ambiguity
• Experience managing teams and influencing without formal authority
• Bachelor’s degree required; MBA preferred