Director of Paid Social (Hybrid)

GEICO • New York City, NY

12d • Hybrid

About The Position

GEICO is seeking a Director of Paid Social to own paid social strategy and execution across TikTok, Snapchat, Meta, Pinterest, and new channels. The role focuses on driving quotes, inquiries, and binds across GEICO's Auto, MOAT (home), Specialty, and Commercial lines while building and expanding the influencer program. The Director will lead an in-house team and agency partners, manage a significant budget, and set the creative, audience, testing, and measurement agenda. The position works closely with product marketing, creative, data science, analytics, technology, and other performance marketing teams, and represents paid social to senior and executive leadership.

The Director will develop a multi-year strategy and platform roadmap, guide budget allocation and pacing, and establish creative-led, high-velocity testing. They will optimize campaigns for quality business outcomes, use first-party data and conversion signals in privacy-safe ways, and establish measurement approaches that assess incrementality beyond platform-reported results. The role also sets the strategy and operating model for creator partnerships, including sourcing, contracting, content amplification, compliance, and outcome measurement.

This is a hybrid role based out of the Manhattan, Bethesda, or Chicago office. GEICO describes its culture as inclusive and collaborative and offers career development, training, mentorship, and competitive compensation and benefits. GEICO will not sponsor a new applicant for employment authorization for this position.

Requirements

• 10+ years of experience in digital marketing, including significant time leading paid social teams and managing large paid social budgets.
• Experience in a conversion-driven service business such as financial services, insurance, SaaS, or banking, where customer acquisition and retention are central.
• Experience leading leaders and managing a hybrid model of in-house teams and agency partners.
• Deep hands-on knowledge of paid social across Meta, TikTok, Snapchat, and Pinterest, including campaign structure, bidding, automation, lead and conversion objectives, and platform audience behavior.
• Experience building or scaling an influencer program, including creator sourcing, contracting, disclosure and compliance, paid amplification, and measurement.
• Experience running high-volume creative testing and working closely with creative teams to produce platform-native content.
• Knowledge of conversion APIs and server-side tracking, audience and data tools such as CDPs, clean rooms, and tag management, social analytics and creator platforms, and the data privacy landscape.
• Experience with MMM, multi-touch attribution, incrementality and conversion-lift testing, and using measurement to change investment decisions.
• Ability to present to senior leadership, communicate performance reads, develop and position points of view, and incorporate feedback.
• Hands-on comfort with AI tools such as Claude and Copilot, and a working understanding of AI's effects on social platforms, creative production, and measurement.
• Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization while improving emerging cross-functional processes.
• Ability to inspect campaign structure and creative test results in detail, then explain business implications and recommendations to executives.
• Experience thinking in CAC, LTV, and incrementality rather than relying solely on impressions and clicks.
• Ability to navigate changing privacy and signal conditions and the limitations of platform-reported attribution.
• Ability to hold oneself and a team accountable, take feedback, and communicate complex findings plainly.

Nice To Haves

• Insurance or other regulated financial services marketing experience.
• Experience building an influencer program in a regulated category, including disclosure and approval processes.
• Experience launching and scaling new social platforms or formats early, and knowing when to discontinue them.
• Experience optimizing paid social toward lower-funnel outcomes using offline or downstream conversion data.
• Experience managing a multi-product or multi-line portfolio with competing acquisition goals.
• Experience leading an in-housing effort or restructuring an agency model.

Responsibilities

• Set the multi-year paid social strategy and roadmap across GEICO's multi-product portfolio, aligned to quote, inquiry, bind, and LTV objectives.
• Lead a hybrid paid social organization of in-house practitioners and agency partners, including leaders who manage them; develop and mentor the team.
• Define each platform's role across the funnel and coordinate paid social with other performance channels.
• Recommend new strategies, formats, and partners, and optimize vendor and technology relationships.
• Own performance across TikTok, Snapchat, Meta, Pinterest, and new social or creator-driven channels; allocate budget according to performance and priorities.
• Establish criteria to test, scale, hold, or stop new channels; monitor pacing against goals and adjust as market conditions change.
• Manage platform partner relationships and pursue access to new formats, tools, and betas.
• Ensure advertising content and placements are on-brand, brand safe, and compliant in a regulated category.
• Lead a creative-first testing engine and partner with creative and product marketing teams on platform-native content.
• Improve audience segmentation, targeting, and personalization using first-party data and conversion signals in privacy-safe ways.
• Optimize toward completed quotes and binds, and feed quality conversion signals back to platforms.
• Use platform-native AI and automation with guardrails aligned to business goals.
• Build and expand GEICO's influencer program, defining strategy, goals, and operating model for creator identification, contracting, briefing, and measurement.
• Develop creator partnerships across formats and durations, amplify high-performing creator content through paid media, and test compensation models.
• Establish creator vetting, disclosure, and approval processes with legal and compliance teams.
• Measure influencer program results, including incremental quotes, inquiries, and binds, as well as reach and engagement.
• Manage creator agencies, platforms, and marketplaces, and determine where to develop in-house capabilities versus partnering.
• Create continual test-and-learn systems across creative, audiences, formats, bidding, and partners; foster high-velocity testing and diligent measurement.
• Develop measurement plans involving incrementality, conversion lift, geo and holdout testing, and attribution.
• Partner with data science and analytics to connect paid social exposure to quotes, inquiries, binds, and LTV.
• Coordinate with paid search, programmatic, affiliate, and lead generation leaders on shared audiences, budgets, and measurement.
• Partner with analytics and IT on data, tagging, and conversion signal requirements; collaborate with product marketing, brand, creative, and social and PR teams.
• Present performance reads, points of view, and strategic recommendations to senior and executive leadership.

Benefits

• 401K savings plan vested from day one with a 6% match.
• Performance and recognition-based incentives.
• Tuition assistance.
• Mental healthcare.
• Fertility and 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.
• Competitive compensation and benefits supporting physical well-being, mental and emotional health, and financial future.

What This Job Offers

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