Marketing Lead, Local Market Activation

About the role

The Lead, Local Market Activation owns end-to-end planning and execution of consumer-facing experiential programs across priority markets — sports events, trade shows, mobile tours, and community activations. This role is a great fit for someone who is excellent at execution, genuinely energized by live events, and organized enough to hold complex, multi-market programs together without anything falling through the cracks.

Responsibilities

• Support development of market-level activation plans grounded in business opportunity, audience insights, local culture, and key moments
• Identify opportunities to extend national campaigns into in-market experiences that drive engagement and memorability
• Lead end-to-end execution of experiential activations — events, pop-ups, mobile tours, and community programs — across markets
• Build comprehensive activation plans covering timelines, run-of-show playbooks, staffing, asset development, fabrication, and logistics
• Own on-site execution: final production checks, staffing alignment, inventory management, and real-time troubleshooting
• Develop scalable concepts that flex across markets without losing quality or brand consistency
• Operational Excellence & Project Management: Serve as cross-functional project management lead across internal teams and agency partners, driving workback schedules, milestone tracking, and dependency mapping
• Proactively surface risks and gaps; implement mitigation plans before they become execution problems
• Build and apply standardized tools, templates, and workflows that improve consistency and efficiency across activations
• Manage program communications — stakeholder updates, status reports, and timely escalation of key issues
• Agency, Vendor & Budget Management: Manage experiential agencies, production partners, and vendors responsible for fabrication, logistics, and staffing
• Own activation budgets at the program and market level — tracking costs, reconciling estimates vs. actuals, and maintaining accurate forecasting
• Scope projects appropriately, review vendor estimates, and identify cost efficiencies without compromising experience quality
• Measurement & Learning: Track activation performance — engagement, leads captured, experience quality — and deliver post-event recaps with clear learnings and recommendations
• Partner with Analytics to evolve how experiential effectiveness is measured over time

Requirements

• Experience: 5+ years in experiential marketing, event marketing, or field activation, with proven experience executing consumer-facing events or large-scale activations
• Multi-market programs: Experience managing national or multi-market experiential programs, not just single-event execution
• Vendor & agency management: Demonstrated experience managing production vendors, agencies, and on-site execution teams
• Budget ownership: Hands-on experience managing program-level budgets, including tracking, reconciliation, and forecasting
• Cross-functional coordination: Ability to manage timelines, approvals, and deliverables across internal and external stakeholders in a matrixed environment
• Industry context: Background in sports, entertainment, or large-scale event environments preferred
• Integration experience: Experience connecting experiential programs with media, PR, and social campaigns

Qualifications

• Bachelor's degree preferred
• Experience building or improving standardized activation tools, templates, or playbooks used across a team or program
• Direct relationships with production vendors, event staffing firms, or experiential agencies
• Familiarity with measurement frameworks for experiential, including lead capture, engagement metrics, and brand impact tracking

Skills

• Excellent at execution
• Genuinely energized by live events
• Organized enough to hold complex, multi-market programs together without anything falling through the cracks

Benefits

At GEICO, we offer a competitive annual salary range of $82,000.00 - $129,150.00, based on multiple factors including the scope and responsibilities of the role, the selected candidate’s work experience, education and training, the work location, and market and business considerations. We also provide a work environment in which each associate is able to be productive and work to the best of their ability. We do not condone or tolerate an atmosphere of intimidation or harassment. We expect and require the cooperation of all associates in maintaining an atmosphere free from discrimination and harassment with mutual respect by and for all associates and applicants.

Pay

$82,000.00 - $129,150.00 annually

Schedule

Hybrid, 3 days per week onsite. NYC or DC metro.