Director, Entertainment & Culture.

GEICO • Bethesda, MD

4d • $146,575 - $229,600 • Hybrid

About The Position

The Director, Entertainment & Culture Marketing owns GEICO’s strategy for how the brand participates across entertainment and culture, including film, television and streaming, gaming, live moments, and brand collaborations. The director sets the portfolio vision and leads the team responsible for creating integrations that feel authentic to partner contexts and audiences. This leader develops GEICO’s cultural point of view, builds relationships with major properties and talent, adapts the brand’s personality across different partnerships, and demonstrates the work’s impact on brand and business outcomes.

The role offers the opportunity to shape a developing function and establish the team and operating model needed to deliver entertainment and culture programs at scale. It works closely with internal teams and external partners to develop strategy, negotiate and activate partnerships, create branded content and collaborations, adapt brand voice, and measure results.

The position is hybrid, with three days per week onsite at GEICO’s corporate offices in Bethesda, Maryland, or Manhattan, New York. It reports to the VP, Integrated Marketing & Media.

Requirements

• 12+ years of experience in marketing, including significant experience leading entertainment, sports, or cultural partnerships across traditional and digital channels, with demonstrable results developing bespoke partner-specific programs and activations.
• Experience in a conversion-driven service business, such as financial services, insurance, or banking, where customer acquisition and retention are central.
• Experience owning a multi-property partnership portfolio and budget, including negotiations, contracting, and renewal decisions with major properties or talent.
• Direct experience leading branded-content initiatives from idea through finished execution.
• Experience leading co-branded collaborations from partner selection and deal structure through launch and measurement.
• Ability to adapt brand voice across different partner contexts without losing consistency or diluting the brand.
• Experience defining partnership-program success metrics and connecting cultural impact to brand and business outcomes.
• Comfort using AI tools such as Claude or Copilot in day-to-day work, including trend and audience analysis, concept development, and results synthesis.

Nice To Haves

• Experience building an entertainment or cultural marketing practice in a transformational or matrixed organization.
• A track record of identifying and scaling emerging formats such as creators, gaming, streaming, and live experiences ahead of broader market adoption.
• Senior relationships with studios, streamers, networks, leagues, or talent and representation.
• Experience directing entertainment, sports marketing, or talent agency partners.
• Experience in insurance or financial services, where trust and brand affinity influence consideration.

Responsibilities

• Set GEICO’s multi-year entertainment and culture strategy, including where the brand participates and where it does not.
• Treat channels, talent, and partners as opportunities to bring the brand and products to life for audiences.
• Develop a cultural point of view and calendar that aligns GEICO’s participation with relevant moments.
• Proactively bring ideas and thought leadership to partners and pursue opportunities ahead of competitors.
• Own the entertainment and culture partnership portfolio, including investment frameworks and contracted deliverables.
• Lead partner negotiations and identify efficiencies and value beyond contract terms.
• Partner with Insights and Analytics to define success measures and use results to guide investment decisions.
• Direct the development of branded and integrated content within partnerships, identifying natural storytelling opportunities.
• Build senior-level relationships with entertainment platforms, brands, and production teams.
• Champion integrations and collaborations that add to how people consume media and content rather than interrupting it.
• Identify and pursue brand-to-brand collaborations, including co-branded campaigns, products, content, and experiences.
• Structure collaboration agreements covering deliverables, rights, approvals, and co-marketing commitments.
• Lead collaborations from pitch through launch, aligning creative, legal, and communications teams on both sides.
• Set standards for expressing GEICO’s brand personality across partner contexts while maintaining consistency with the established brand system.
• Ensure programs align with brand standards and messaging in partnership with Creative Brand Governance, Product Marketing, Corporate Communications, and Legal.
• Own strategic briefs and points of view for entertainment and culture programs, explaining creative rationale and brand-voice adaptations.
• Present strategies, activation recommendations, and results to stakeholders to build support for future ideas.
• Coordinate with Creative, Product Marketing, Media, Insights, Analytics, and agency partners to keep programs aligned and moving.
• Build, lead, and develop a team of partnership and content strategists; hire strong talent and support their growth.
• Establish operating rhythms and processes for taking programs from concept through activation and measurement consistently and at scale.

Benefits

• 401(k) savings plan with a 6% match, vested from day one.
• Performance- and recognition-based incentives.
• Tuition assistance.
• Mental healthcare.
• Fertility assistance.
• Adoption assistance.
• GEICO Flex program offering up to four weeks of remote work per year.
• Personalized development programs, industry-leading training, certification, career mentorship, and coaching.
• Market-competitive compensation.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed