Marketing Director, National Media

GEICO•Bethesda, MD

2d•$146,575 - $229,600•Hybrid

About The Position

The Director, National Media owns GEICO's national media investment end to end, translating brand and product-line goals into national plans across seven product lines. The role leads the day-to-day work of the national agency team and takes a hands-on role in high-profile negotiations, including video upfronts and platform joint business plans. It is accountable for building measurement inputs and optimization frameworks, and making clear recommendations that direct investment toward effective results. The Director leads the design and execution of annual and half-year national media plans across the marketing funnel, manages quarterly budget allocation across offline and digital partners, and works with analytics teams to improve investment effectiveness and efficiency. The role also identifies emerging media and AI opportunities, champions governance and brand safety, develops a high-performing team, and collaborates across Marketing to deliver integrated campaigns. The position reports to the Sr. Director, Media. The role 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 experience in media planning, buying, and strategic partnership development, with significant hands-on ownership of national investment.
Advanced knowledge of national traditional and digital media channels, and the ability to coordinate national plans alongside local priorities.
Previous upfront planning experience, including directing negotiations with national suppliers.
Experience in a conversion-driven service business such as financial services, insurance, SaaS, or banking, where customer acquisition and retention are central.
Experience leading high-performing teams, including internal staff and large agency partner teams.
Experience with analytical models such as MMM and the ability to use them to forecast spending, allocate investment, and inform attribution.
Knowledge of audience development and activation using first-, second-, and third-party data.
A track record of providing strategic recommendations and performance analyses to senior leadership.
Comfort using AI tools such as Claude or Copilot and LLM-assisted workflows in day-to-day work, and familiarity with AI-driven media decisioning and optimization.

Nice To Haves

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.

Responsibilities

Represent GEICO's interests in national media engagements and ensure program efficacy across national investment.
Build partnerships with GEICO's agencies and national marketplace partners to deliver effective programs, processes, and governance.
Translate business goals and strategies into actionable national media strategies, including emerging media assessment, creative media solutions, and KPI frameworks.
Lead annual and half-year national media plans across the end-to-end marketing funnel for all product lines, aligned with overall brand initiatives.
Develop national audience strategies and targeting approaches for priority growth audiences.
Lead hands-on negotiations for high-profile national investment agreements.
Manage quarterly allocation of the national media budget across offline and digital partners, coordinating with the Sr. Director, Media and aligning with national and local priorities.
Lead national marketplace engagements and negotiations, including video upfronts and platform joint business plans.
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 analytics groups to develop modern frameworks for allocating and optimizing national media investment.
Use available resources and pursue new solutions to improve the effectiveness, efficiency, transparency, and accountability of national investment.
Identify emerging national media innovations that can improve GEICO's competitive position and consumer attention.
Champion AI experimentation within national media to grow consumer impact and scale capabilities efficiently.
Build and develop a high-performing team of national media professionals.
Lead day-to-day management of the national agency team.
Collaborate across Marketing practices on integrated campaign planning and execution.