Director of Paid Social (Hybrid)

GEICO•Bethesda, MD

13d•$140,425 - $229,600•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 emerging channels. The role focuses on driving quotes, inquiries, and binds across GEICO’s Auto, MOAT (home), Specialty, and Commercial lines of business, while supporting brand growth. The Director will also build and expand GEICO’s influencer program, lead a team of in-house practitioners and agency partners, manage a significant paid social budget, and set the creative, audience, testing, and measurement agenda. The Director will lead a hybrid organization, develop platform and budget strategies, and build a creative-led testing and optimization program. The role includes developing creator partnerships and operating processes, measuring performance through incremental business impact, and working closely with product marketing, creative, data science, analytics, technology, and other performance marketing teams. The Director will present performance assessments and strategic recommendations to senior and executive leadership. This is a hybrid role based in Manhattan, Bethesda, or Chicago. GEICO describes its culture as inclusive and collaborative, with personalized development programs, mentorship, certification and training opportunities, and compensation and benefits intended to support employees’ well-being and financial future.

Requirements

10 or more years of digital marketing experience, 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 acquiring and retaining customers is central to the business.
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, and lead and conversion objectives.
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 with creative teams to produce platform-native content.
Knowledge of conversion APIs, 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 a track record of using measurement to change investment decisions.
Ability to present to senior leadership, manage up on performance, develop and position points of view, and incorporate feedback.
Hands-on comfort with AI tools such as Claude and Copilot and a working view 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 assess campaign structures and creative tests in detail and explain their business implications to executives.
Ability to navigate changing privacy and signal conditions and the limitations of platform-reported attribution.
Ability to hold oneself and a team accountable for business results and communicate complex findings clearly.

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 stop investing.
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 the leaders who manage them.
Build, develop, and mentor an agile, collaborative team with creative, analytical, and media skills.
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, and Pinterest and allocate budgets according to performance and strategic priorities.
Evaluate, test, and launch new social and creator-driven channels, with criteria for scaling, holding, or stopping investment.
Monitor pacing against quote, inquiry, and bind goals and adjust as in-market conditions change.
Manage platform partner relationships to secure early access to formats, tools, and betas.
Ensure ad content and placements are on-brand, brand safe, and compliant in a regulated category.
Build a creative testing engine that produces and learns from platform-appropriate creative at the required velocity.
Partner with creative and product marketing teams to develop platform-native content, including short-form video and creator-style content.
Improve audience segmentation, targeting, and personalization using first-party data and conversion signals in privacy-safe ways.
Optimize toward quality outcomes such as completed quotes and binds, and feed those signals back to platforms.
Use platform-native AI and automation with guardrails aligned to business goals.
Set the influencer program’s strategy, goals, and operating model for creator identification, contracting, briefing, and measurement.
Develop creator partnerships suited to platform, audience, and funnel stage; amplify effective creator content through paid media and test compensation models.
Establish creator vetting, disclosure, and approval processes with legal and compliance partners.
Measure influencer program outcomes, including incremental quotes, inquiries, and binds, as well as reach and engagement.
Manage creator agencies, platforms, and marketplaces and determine where to build in-house capability versus partner.
Create and implement continuous testing across creative, audiences, formats, bidding, and partners.
Develop a learning agenda and measurement plan that includes 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 to align paid social and creator content with broader marketing plans.
Represent paid social with senior and executive leadership through performance readouts, points of view, and strategic recommendations.