Senior Director, Marketing Media

About the role

GEICO is seeking an innovative Sr. Director, Media to lead the modernization of our media practice. This individual will oversee GEICO’s omnichannel media strategy, lead end-to-end planning and drive executional excellence across all lines of business.

Responsibilities

• Engage with GEICO officers and senior leadership across the enterprise, along with external agency and sales executives
• Represent the company’s interests in key media engagements to ensure program efficacy across all areas of investment
• Build and foster strong partnerships with GEICO agencies and marketplace partners to achieve best-in-class programs, processes and governance
• Media Strategy Ownership: Responsible for intaking business goals and strategies, and translating them into actionable media strategies, including emerging media assessment, creative media solutions and KPI frameworks
• Design annual and half-year media strategies across GEICO’s end-to-end marketing funnel for seven individual product lines, while managing to overall brand initiatives
• Develop comprehensive audience strategies and optimal targeting approaches to engage priority growth audiences, then brief performance marketing team for appropriate addressable builds utilizing a range of 1PD and syndicated data sources
• Deliver hands-on negotiation leadership on high profile investment agreements
• Budget Stewardship: Oversee quarterly delegation of a $1B+ Media budget across offline and digital media partners, across dynamic national and local business priorities
• Lead marketplace engagements and negotiations, including but not limited to video upfronts and platform JBPs
• Develop and implement detailed research and analytics solutions that provide modeling inputs for ROI projections and measurement, inclusive of MMM and other business impact modeling
• Champion marketing governance and steward brand safety in all elements of the media ecosystem
• Investment Efficacy & Optimization: Design modern analytical frameworks to allocate and optimize media investments effectively
• Utilize all available resources and pursue new solutions for assessing and optimizing to increase effectiveness and efficiency of our media investments, driving transparency and accountability
• Champion marketing governance and steward brand safety in all elements of the media ecosystem
• Drive Innovation: Identify and pursue white space opportunity and emerging innovations to give GEICO a competitive edge in winning consumer attention and brand favor
• Champion innovation agenda and AI experimentation to grow consumer impact and efficiently scale capabilities
• Team Development: Build an internal team of high performing media professionals, while managing a large agency partnership
• Foster collaboration across Marketing practices to drive integrated campaign planning and execution

Requirements

Previous oversight of significant media budgets and experience stewarding large agency teams are required for this role. A successful candidate will demonstrate mastery of the art and science of Media.

Qualifications

• 15+ years of experience in media planning, buying, and strategic partnership development – advanced knowledge of both traditional and digital media channels, with the ability to plan at both the local and national levels
• Experience leading high performing teams is a must
• Experience working on portfolio brands is a plus
• Successful track record of providing strategic recommendations and performance analyses to senior leadership
• Well-versed in audience development/activation (1/2/3P data)
• Experience with analytical models such as MMM with a deep understanding of how to leverage such models to forecast spending and attribution
• Previous Upfront planning experience, directing negotiations with suppliers
• Success in navigating ambiguity and fast-paced marketing environments – previous positions in transformational organizations a plus
• Requires travel (20% of time) including occasional weekend travel and off-hour projects

Skills

• Drive Innovative Business Improvements
• Balance Immediate and Long-Term Priorities
• Deliver Results
• Make the complex simple
• Outstanding judgement

Benefits

Annual Salary: $195,000.00 - $315,000.00

Pay

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

Marketing offices are in Chevy Chase, MD and Manhattan, NY. Our department’s hybrid model is 3 days per week in office, with flexibility.