Marketing Director, National Media

Government Employees Insurance Company; New York (NY); Hybrid; USD 147,000 - 230,000; Full time

Job summary

GEICO, a national auto insurer and member of Berkshire Hathaway, is seeking a Director of National Media to own GEICO's national media investment end to end. You will translate brand goals into national plans, lead a high-profile agency team, and shape measurement frameworks to optimize ROI.

This hybrid role reports to the Sr. Director, Media, and involves negotiating with agencies and partners, developing audience strategies, and guiding investment across multiple product lines.

Qualifications

• 12+ years in media planning, buying, and strategic partnership development.
• National media expertise across TV, video, and digital channels.
• Upfront and negotiation leadership with national suppliers.

Responsibilities

• Represent GEICO's interests in national media engagements to ensure program efficacy across all areas of national investment.
• Lead design of annual and half-year national media plans across GEICO's end-to-end marketing funnel for all product lines.
• Develop national audience strategies and targeting approaches to engage priority growth audiences.
• Deliver hands-on negotiation leadership on high-profile national investment agreements.
• Manage the quarterly allocation of GEICO's national media budget, over $1B, across offline and digital partners.

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.

GEICO Director, National Media Location: Hybrid, 3 days per week onsite. Corporate offices in Bethesda, MD or Manhattan, NY. Reports To: Sr. Director, Media. About the Role Within Marketing at GEICO, national media is how one of the most recognized brands in the country earns attention at scale. It is one of the company's most critical investments, and the way it is planned, negotiated, and optimized shapes customer acquisition across every line of business. As Director, National Media, you'll own GEICO's national media investment end to end, reporting to the Sr. Director, Media. You'll translate brand and product-line goals into national plans across seven product lines, lead the day-to-day work of our national agency team, and take a hands-on role in high-profile negotiations, including the video upfronts and platform JBPs. You'll also be accountable for proving what works: building the measurement inputs, optimization frameworks, and clear recommendations that move dollars to where they perform. This role suits someone who has run national investment at scale and wants more than stewardship. You'll steer how the national portfolio is built, bring AI and modern measurement into how decisions get made, and develop a team while you do it. The media practice is being modernized now, and you'll have real room to shape what national media at GEICO becomes.

Key Responsibilities

• Represent GEICO's interests in national media engagements to ensure program efficacy across all areas of national investment.
• Build strong partnerships with GEICO's agencies and national marketplace partners to deliver best-in-class programs, processes, and governance.
• Take in business goals and strategies and translate them into actionable national media strategies, including emerging media assessment, creative media solutions, and KPI frameworks.
• Lead the design of annual and half-year national media plans across GEICO's end-to-end marketing funnel for all product lines, while managing overall brand initiatives.
• Develop national audience strategies and targeting approaches to engage priority growth audiences.
• Deliver hands-on negotiation leadership on high-profile national investment agreements.
• Manage the quarterly allocation of GEICO's national media budget, part of a $1B+ total media investment, across offline and digital partners, in coordination with the Sr. Director, Media and aligned to national and local business priorities.
• Lead national marketplace engagements and negotiations, including but not limited to video upfronts and platform JBPs.
• Develop research and analytics solutions that provide modeling inputs for ROI projections and measurement, including MMM and other business impact modeling.
• Champion marketing governance and steward brand safety across the national media ecosystem.
• Partner with the embedded analytics groups to develop modern analytical frameworks to allocate and optimize national media investment.
• Use all available resources and pursue new solutions to increase the effectiveness and efficiency of national investment, driving transparency and accountability.
• Identify white space and emerging innovations in national media that give GEICO a competitive edge in winning consumer attention and brand favor.
• Champion AI experimentation within national media to grow consumer impact and scale capabilities efficiently.
• Build and develop a team of high-performing national media professionals, while leading day-to-day management of the national agency team.
• Collaborate across Marketing practices to drive integrated campaign planning and execution.

You May Be a Good Fit

• You have owned national media investment at scale across TV, video, and digital, and have personally led upfront and partner negotiations rather than supported them.
• You have worked inside a company where acquiring and retaining customers was central to the business model.
• You can take an MMM readout or a performance dashboard and turn it into an actionable recommendation.
• You know how to direct a large agency team day to day: setting the bar, pressure-testing work, and leading with accountability.
• You have hired and developed media professionals.
• You balance the quarter in front of you with the long-term health of the portfolio.
• You make complex topics simple for others, whether through workshops, briefings, or a well-built one-pager, so people outside media can act on what you know.
• You want to help modernize the media practice at one of the country's largest advertisers, with real ownership of the outcome.

Ideal Experience

• 12+ years in media planning, buying, and strategic partnership development, with significant hands-on ownership of national investment.
• National media expertise: Advanced knowledge of national traditional and digital channels, with the ability to coordinate national plans alongside local priorities.
• Upfront and negotiation leadership: Previous upfront planning experience, including directing negotiations with national suppliers.
• Service business context: Background in a conversion-driven service business - financial services, insurance, SaaS, or banking - where the company's success depends on acquiring and retaining customers.
• People leadership: Experience leading high-performing teams, including internal staff and large agency partner teams.
• Measurement and analytics: Experience with analytical models such as MMM, with a deep understanding of how to use them to forecast spending, allocate investment, and inform attribution.
• Audience strategy: Well-versed in audience development and activation using 1P, 2P, and 3P data.
• Executive communication: A track record of providing strategic recommendations and performance analyses to senior leadership.
• AI fluency: Comfort using AI tools such as Claude or Copilot and LLM-assistant workflows in day-to-day work, and familiarity with AI-driven media decisioning and optimization.
• Strong Candidates May Also Have Experience working on portfolio or multi-product brands.
• Previous roles in transformational organizations, particularly modernizing a media practice or operating model.
• Experience with national sports and tentpole media partnerships.
• Both agency-side and client-side national investment experience.

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. 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.

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.

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