Director, Entertainment & Culture.

GEICO • New York City, NY

3d • $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 role sets the portfolio vision and leads a team that develops partner integrations that feel authentic and contribute to brand and business outcomes. The director will help define and build GEICO’s entertainment and culture function, shaping its strategy, team, and operating model.

This leader oversees partnership strategy and investments, develops branded content and collaborations, manages senior partner relationships, and adapts GEICO’s brand voice across partner contexts while maintaining brand consistency. The role works closely with internal teams and agency partners, communicates strategy and results to stakeholders, and builds processes to take programs from concept through activation and measurement. The position reports to the VP, Integrated Marketing & Media and is hybrid, with three days per week onsite at GEICO’s corporate offices in Bethesda, Maryland, or Manhattan, New York.

Requirements

• 12 or more years of marketing experience, including significant experience leading entertainment, sports, or cultural partnerships across traditional and digital channels, with demonstrable results developing bespoke programs and activations.
• Experience in a conversion-driven service business where acquiring and retaining customers is central, such as financial services, insurance, or banking.
• 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 concept through finished execution.
• Experience leading co-branded collaborations from partner selection and deal structure through launch and measurement.
• Ability to adapt brand voice across partner contexts while maintaining consistency and avoiding brand dilution.
• 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.
• 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 directly influence consideration.

Responsibilities

• Set GEICO’s multi-year entertainment and culture strategy, determining where the brand participates and where it does not.
• Develop a cultural point of view and calendar, and proactively bring ideas and thought leadership to partners.
• Own the entertainment and culture partnership portfolio, including investment frameworks and contracted deliverables.
• Lead negotiations with partner properties and identify efficiencies and value beyond contractual 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 that fits naturally within partner platforms and programming.
• Build senior-level relationships with entertainment platforms, brands, and production teams.
• 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, coordinating creative, legal, and communications teams on both sides.
• Set standards for adapting GEICO’s brand personality across partner contexts while maintaining consistent messaging and brand standards.
• Work with Creative Brand Governance, Product Marketing, Corporate Communications, and Legal to ensure alignment with brand standards.
• Own strategic briefs and points of view for entertainment and culture programs, including creative rationale and brand voice adaptation.
• 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 progressing.
• Build, lead, and develop a team of partnership and content strategists; hire strong talent and invest in their growth.
• Establish operating rhythms and processes to deliver programs from concept through activation and measurement at scale.

Benefits

• Market-competitive compensation
• 401K 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, training, certification, mentorship, and coaching

What This Job Offers

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