Director, Agent Marketing

GEICO•Bethesda, MD

3d•$146,575 - $229,600

About The Position

GEICO is seeking a strategic, collaborative marketing leader to serve as Director, Agent Marketing, responsible for driving growth and retention through GEICO’s in person distribution channels: GEICO Exclusive Agents (GEAs) and Independent Agents (IAs). This role will own the end-to-end marketing strategy for these critical human channels, spanning acquisition, onboarding, engagement, retention, and multi-line expansion, while ensuring tight alignment with GEICO’s brand, product, and customer experience standards. This leader will act as the single-threaded owner for agent marketing, translating business strategy into marketing strategies that drive consumers to the agents and provide agents with marketing support they need to be successful. The Director will build and scale a durable operating model that treats agents as an extension of GEICO Marketing, unlocking local-market impact, improving partner effectiveness, driving positive customer experience and loyalty through local relationships, and accelerating profitable growth. Join the team behind one of the most beloved brands in the country. GEICO's marketing organization is rapidly growing and is setting a high bar for excellence, bringing together business acumen, strategic insights, and collaborative culture to develop best-in-class work that is disruptive, resonant, and built to perform.

Requirements

10+ years of experience in marketing, ideally with experience in field-facing roles
Specific knowledge and experience in insurance preferred, financial services a must
Experience working cross-functionally with Product, Analytics, Tech, and Sales/Distribution
Demonstrated ability to build new capabilities and operate in ambiguity
Experience managing teams and influencing without formal authority
Bachelor’s degree required
MBA preferred

Nice To Haves

Strategic Builder: Able to design new operating models, not just optimize existing ones
Operator Mindset: Balances strategy with hands-on execution and delivery
Data-Driven: Uses insights and experimentation to guide decisions
Partner-Oriented: Deep empathy for agent and partner needs
People Leader: Can lead and influence with and without direct authority
Executive Communicator: Clear, concise communicator with experience in senior-level forums

Responsibilities

Own marketing strategy and execution for non-direct channels, including GEAs and IAs
Drive measurable impact across: New business acquisition, Retention and persistency, Bundling and cross-sell, Local market visibility and engagement
Serve as the marketing counterpart to Distribution, Product, Analytics, and Technology partners
Build and scale a dedicated distribution marketing capability, including future headcount and dotted-line support roles across the marketing organization
Ensures distribution and brand strategy is aligned to product and brand marketing priorities
Set the vision and roadmap for marketing for GEAs and IAs, aligned to enterprise growth priorities
Define differentiated marketing strategies by channel, geography, and agent cohort
Establish clear success metrics (volume, efficiency, quality, retention, LTV) and manage performance against them
Act as a thought partner to senior marketing, product, and distribution leaders
Lead integrated GTM plans for agent-led acquisition, onboarding, and retention
Translate national marketing campaigns into agent-ready, locally relevant executions
Oversee development of scalable toolkits, templates, and playbooks (e.g., direct mail, social, local media, experiential)
Partner with Performance, Media, Creative, CRM, and Lifecycle teams to deploy always-on and test-and-learn programs
Design marketing solutions that fit naturally into agent workflows
Partner with the business to identify agent needs, friction points, and opportunities for outsized impact
Drive adoption of new tools, creative approaches, and capabilities through pilots and phased rollouts
Establish governance and guardrails that protect the GEICO brand while enabling agent flexibility
Partner with Analytics to develop targeting models, dashboards, and reporting specific to agent-led business
Use insights to prioritize investment, personalize outreach, and optimize channel performance
Lead structured experimentation (pilots, A/B tests, cohorting) to inform scaling decisions
Continuously incorporate learnings into roadmap and operating model