Director, Entertainment & Culture.

About the Role

Within Marketing at GEICO, entertainment and culture are where the brand gets the kind of attention people choose to give. Showing up in the stories and moments audiences care about, in ways that feel genuine and worth watching, builds the affinity that makes people choose GEICO. The Director, Entertainment & Culture Marketing owns GEICO's strategy for how the brand shows up across entertainment and culture — film, TV and streaming, gaming, live moments, and collaborations with other brands. You'll set the vision for the portfolio and lead the team that turns those choices into integrations that feel earned, not forced. You'll sit across the table from major properties and talent, shape how the brand's personality flexes across very different partner contexts and be accountable for showing that the work moves brand and business outcomes — not just impressions. This role rewards a leader who has a real point of view on culture and can assemble the team and operating model to deliver it at scale. Much of how GEICO approaches entertainment and culture is still being shaped, which means you'll have genuine room to define what this function becomes.

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.

Reports to: VP, Integrated Marketing & Media

Responsibilities

• Entertainment & Culture Strategy — Set GEICO's multi-year entertainment and culture strategy, defining where the brand plays across entertainment and cultural moments — and where it deliberately doesn't. Treat channels, talent, and partners as opportunities to bring the brand and products to life for audiences, not simply places to put ads. Build a cultural point of view and calendar that matches GEICO's participation to moments where it feels additive. Bring new ideas and thought leadership to partners proactively, landing opportunities before competitors do.
• Portfolio Leadership — Own the entertainment and culture partnership portfolio, including investment frameworks, contracted deliverables. Lead negotiations with partner properties, finding efficiencies and value beyond the contract. Partner with Insights and Analytics to define how success is measured, and use results to shift investment toward what works.
• Integration Ideation & Activation — Direct the development of branded and integrated content within partnerships, spotting storytelling opportunities that fit naturally within a partner's platform or programming. Build senior-level relationships with entertainment platforms, brands and production teams so integrations and collaborations feel earned, not forced. Champion ideas that add to how people consume media and content rather than interrupting it.
• Brand Collaborations — Identify and pursue brand-to-brand collaborations — co-branded campaigns, products, content, and experiences — with partners whose audiences and values complement GEICO's. Structure collaboration agreements, including shared deliverables, rights and approvals, and co-marketing commitments, so the value is clear for both brands. Lead collaborations from pitch through launch, aligning creative, legal, and communications teams on both sides so the work lands as one idea.
• Brand Voice & Tone Adaptation — Set the standard for how GEICO's brand personality is expressed across different partners — leaning into distinct tones as needed — while keeping messaging consistent with GEICO's established brand system. Ensure work aligns with brand standards and messaging direction in close partnership with Creative Brand Governance, Product Marketing, Corporate Comms and Legal.
• Executive Communication & Stakeholder Alignment — Own the strategic briefs and points of view for entertainment and culture programs — spelling out the creative rationale and how tone will adapt while staying anchored to the brand. Present strategy, activation recommendations, and results to key stakeholders, building credibility and support for forward-looking ideas. Work closely with Creative, Product Marketing, Media, Insights, Analytics, and agency partners to keep programs aligned and moving.
• Team Leadership — Build, lead, and develop a team of partnership and content strategists, hiring strong talent and investing in their growth. Establish the operating rhythms and processes that take programs from concept through activation and measurement, consistently and at scale.

Requirements

• 12+ years in marketing, including significant time leading entertainment, sports, or cultural partnerships across traditional and digital, with proven, demonstrable results developing bespoke, partner-specific programs and activations
• Background in a conversion-driven service business — financial services, insurance, or banking — where success depends on acquiring and retaining customers
• Owned a multi-property partnership portfolio and budget, including negotiation, contracting, and renewal decisions with major properties or talent
• Directly led branded content initiatives from idea through finished execution
• Led co-branded collaborations with other brands, from partner selection and deal structure through launch and measurement
• Strong sense of how to flex brand voice across different partner contexts without losing consistency or diluting the brand
• Experience defining success metrics for partnership programs and tying cultural impact to brand and business outcomes
• Comfort using AI tools such as Claude or Copilot in day-to-day work, from trend and audience analysis to concept development and results synthesis

Qualifications

• Experience building an entertainment or cultural marketing practice in a transformational or matrixed organization
• A track record of identifying and scaling emerging formats — creators, gaming, streaming, live experiences — ahead of broader market adoption
• Senior relationships with studios, streamers, networks, leagues, or talent and representation
• Experience directing entertainment, sports marketing, or talent agency partners
• Experience in insurance or financial services, where trust and brand affinity directly shape consideration

Benefits

• Market-competitive compensation
• 401K savings plan vested from day one with a 6% match
• Performance and recognition-based incentives
• Tuition assistance
• Mental healthcare
• Fertility and adoption assistance
• GEICO Flex program offering up to four weeks of remote work per year

Pay

Annual Salary: $146,575.00 - $229,600.00. The 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.

Schedule

Hybrid, 3 days per week onsite. Corporate offices in Bethesda, MD or Manhattan, NY.