Lead II, Media Strategy & Planning

GEICO; Bethesda (MD); Hybrid; USD 91,000 - 141,000; Full time

Job summary

GEICO in the United States is seeking a Lead II, Media Strategy & Planning to lead cross‑channel media initiatives that drive business results. You will translate briefs into integrated plans across TV, digital, social, OOH, and emerging channels, coordinating with agencies and internal teams to ensure cohesive messaging and on-time delivery.

The role requires strong leadership, strategic thinking, and hands‑on execution, with experience in a conversion‑driven environment such as financial

Qualifications

• Experience in media planning and execution across TV, digital, social, search, and OOH.
• Experience in financial services/insurance marketing or similar.
• Strong communication and stakeholder management skills.
• Experience presenting to senior stakeholders and executives.
• Familiarity with AI tools to speed planning and reporting.

Responsibilities

• Develop integrated media strategies aligned to business goals.
• Coordinate with agency partners and internal teams for cohesive plans.
• Oversee budgets, allocations, and pacing to meet objectives.
• Lead measurement, optimization, and reporting across channels.
• Mentor junior team and ensure timely campaign execution.

Skills

Media planning

Agency management

Budget tracking

Data storytelling

AI tools familiarity

Education

4-year degree

Job description

Why Join GEICO?

At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities.

Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers’ expectations while making a real impact on local communities nationwide.

Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That’s why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers.

Lead II, Media Strategy & Planning

Location: Hybrid — 3 days onsite (Manhattan, NY or Bethesda, MD)

Reports To: Manager, Media Strategy & Planning

About the Role

Within Marketing at GEICO, media strategy and planning translates business ambition into media investment that actually moves the business. Getting this right is a real competitive advantage and a must-do.

In this role, you’ll steer the translation of business briefs and marketing plans into integrated media strategies and activation plans, working across television, audio, out-of-home, social, and emerging channels. You’ll be the connective tissue between internal stakeholders, agency partners, and cross-functional teams — making sure plans are not just built well, but understood, executed cleanly, and optimized as new performance data comes in. That includes agency management, budget oversight, creative trafficking, and measurement.

This role suits someone who wants real ownership over how media dollars translate into business results — not just a seat managing a process. You’ll need to move comfortably between strategic thinking and hands‑on execution. As the team’s media practice continues to evolve, there’s real room to shape the future of GEICO media, not just execute against an existing playbook.

Key Responsibilities

Strategic Business Partner

• Partner with agency partners and internal cross‑functional stakeholders to develop integrated media strategies aligned to business and marketing objectives.

• Translate business briefs and marketing plans into actionable media briefs, strategic plans, tactical recommendations, and activation plans.

• Collaborate closely with Creative, Product Marketing, Analytics, and Performance Media channel teams to ensure cohesive messaging and execution across channels.

• Maintain a working knowledge of media, sports, culture, and consumer trends to identify opportunities that strengthen brand relevance and business impact.

• Operate effectively in a fast‑paced environment, managing shifting priorities and timelines across multiple lines of business.

Media Strategy & Execution

• Support the strategic development and execution of national and local media plans across paid channels

• Partner with agency teams to ensure campaign recommendations, channel allocations, audience strategies/activations, and tactical plans are aligned with campaign objectives.

• Help evaluate and refine media strategies based on business performance, campaign insights, and changing market conditions.

• Assist in the development of strategic presentations, planning frameworks, POVs, and recommendations for internal stakeholders.

• Coordinate campaign launches and support executional excellence, including creative trafficking, asset management, and delivery timelines.

Proactive Brand Advocacy & Thought Leadership

• Monitor media marketplace trends, emerging platforms, and sponsorship opportunities to identify areas for testing, learning, and innovation.

• Maintain strong relationships with agency partners, media publishers, platforms, and technology providers to stay informed on new opportunities and best practices that drive our brand and business forward.

Measurement & Optimization

• Partner with internal and external analytics teams to monitor campaign performance and identify optimization opportunities.

• Help translate performance insights into actionable recommendations that inform future planning decisions.

• Assist with marketing mix modeling reviews, test-and-learn initiatives, and measurement frameworks to improve media effectiveness.

Agency Management

• Support management of the agency planning process, helping ensure deliverables, timelines, and recommendations meet expectations and business objectives.

• Review agency outputs and provide feedback on media plans, partner recommendations, reporting, and strategic opportunities.

• Foster collaborative relationships with agency teams to ensure strong communication, project management, and operational excellence.

Budget Management

• Manage national and local media budgets in partnership with Marketing Operations, Finance, and agency teams.

• Monitor campaign spending, budget allocations, and pacing to ensure investments are aligned with approved plans.

• Support financial forecasting, reconciliation, and reporting processes as needed.

You May Be a Good Fit If You

• You’ve built and executed integrated media plans across channels like TV, digital, social, search, or OOH — you know how to move from brief to buy.

• You’ve worked inside a conversion‑driven service business — financial services, insurance, or banking — where marketing is tied directly to customer acquisition and retention.

• You can translate performance data and agency recommendations into clear, actionable guidance that stakeholders can act on.

• You’ve managed agency relationships and held partners accountable to deliverables, timelines, and quality.

• You’ve owned or supported budget tracking and pacing and are comfortable being accountable for where dollars go.

• You’re energized by fast‑moving priorities and multiple lines of business running at once, not just steady‑state execution.

• You’re comfortable using AI tools like Claude or Copilot to speed up research, synthesis, or reporting.

• You want to help shape media strategy at an iconic brand in the middle of a transformation — not just execute someone else’s playbook.

Ideal Experience

• Experience: 5+ years of media experience, including media agency experience; client‑side experience is a plus.

• Industry context: Experience working inside a conversion‑driven service business — financial services, insurance, or banking — where marketing is tied directly to customer acquisition and retention.

• Cross‑functional delivery: Proven ability to lead cross‑functional teams, balance multiple priorities, and deliver results against project deadlines.

• Communication: Excellent oral and written communication skills, including experience presenting to senior stakeholders and executives.

• AI comfort: Comfort using AI tools like Claude or Copilot to support research, planning, and reporting.

• Education: 4‑year degree preferred.

Strong Candidates May Also Have

• Direct, hands‑on experience managing large brands, with sports media experience highly valued.

• Familiarity with marketing mix modeling reviews or test‑and‑learn measurement frameworks.

• Experience with creative trafficking and asset management workflows.

• Availability to travel up to 25%.

LI‑HB1

Annual Salary

$91,225.00 - $141,450.00

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.

At this time, GEICO will not sponsor a new applicant for employment authorization for this position.

The GEICO Pledge:

Great Company: Protecting customers through life’s twists and turns with innovation and integrity.

Great Careers:** **Personalized development programs, mentorship, and certification assistance.

Great Culture:** **Inclusive and collaborative culture rooted in shared success.

Great Rewards:** **Competitive pay, benefits, and flexibility to support your well‑being and future.

The equal employment opportunity policy of the GEICO Companies provides for a fair and equal employment opportunity for all associates and job applicants regardless of race, color, religious creed, national origin, ancestry, age, gender, pregnancy, sexual orientation, gender identity, marital status, familial status, disability or genetic information, in compliance with applicable federal, state and local law. GEICO hires and promotes individuals solely on the basis of their qualifications for the job to be filled.

GEICO reasonably accommodates qualified individuals with disabilities to enable them to receive equal employment opportunity and/or perform the essential functions of the job, unless the accommodation would impose an undue hardship to the Company. This applies to all applicants and associates. GEICO also provides 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.