Senior Director, Social Content and Community

Key Responsibilities

• Set the long-term vision and strategic direction for Social content and community engagement in alignment with GEICO’s consumer brand, employer brand, and commercial objectives across established and emerging platforms.
• Convert brand and business objectives into cohesive social strategies that drive attention, affinity and measurable business growth.
• Define the role, audience, and success definition for each platform, ensuring that content and media investments are made with purpose and precision.
• Apply cultural fluency and platform expertise to keep GEICO contemporary, differentiated, and credible in fast-moving social environments.
• Lead end-to-end social content and engagement planning and activation, ensuring craft, speed and cross-functional alignment.
• Make social strategies and best practices default components of broader marketing work by embedding platform-native thinking into campaigns, evergreen performance efforts, and internal initiatives.

Operating Model

• Develop a repeatable Social operating model that sustains always-on presence while enabling episodic, tentpole, and real-time opportunities.
• Design and implement a scalable national-to-local content framework that balances consistency with state and community-level nuance.
• Establish a governance system for agency/agent content development, activation and amplification.

Influencer & Social Partnerships Ecosystem

• Lead the evolution of GEICO’s influencer and social partnerships ecosystem to authentically extend GEICO into culture and build brand loyalty.
• Ensure influencer and partnership work reinforces broader brand and product media priorities.
• Oversee Social editorial calendars and publishing rhythms that balance broader Marketing campaign work with standout, made-for-social moments.

Performance Measurement, Insights & Optimization

• Define how social success is measured and build learning systems (inclusive of AI solutions) that improve performance over time through disciplined testing and iteration.
• Partner with Analytics and Media to establish practical KPIs spanning brand health, engagement quality, consideration signals, and conversion attribution.
• Establish a recurring performance assessment that translates data into decisions—what was learned, what is changing, and what is scaling.
• Oversee the collection and application of performance data, brand health tracking, cultural trend-spotting, social listening, platform signals and competitive intelligence to inform optimization across content and engagement strategies.

Risk, Reputation & Governance

• Oversee the mechanisms that monitor social conversation, surface risk, and inform proactive decision-making across platforms.
• Coordinate closely with Corporate Communications and Legal to manage sensitive topics, platform risks, catastrophe response, reputation issues and escalation paths.
• Provide senior leadership with mitigation recommendations in moments of reputational risk.

Leadership & Influence

• Recruit, develop, and lead a high-performing team of strategists, creatives, community managers, and influencer specialists.
• Increase the overall Social acumen of the Marketing dept by acting as both architect and evangelist for social-first thinking across GEICO, shaping how teams work together to create meaningful, modern brand experiences.
• Build and maintain senior relationships with platforms and agencies to support structured planning, innovation opportunities, and ongoing performance reviews.