Marketing Director, National Media

GEICO•New York City, NY

4d•Hybrid

About The Position

GEICO is hiring a Director, National Media to own the company's national media investment end to end. Reporting to the Sr. Director, Media, this role translates brand and product-line goals into national media plans across seven product lines, leads the day-to-day work of the national agency team, and takes hands-on responsibility for high-profile negotiations such as video upfronts and platform joint business plans. The director will build measurement inputs and optimization frameworks, make recommendations that shift investment toward effective channels, and help modernize GEICO's media practice through AI and modern measurement. The role oversees planning and investment across the marketing funnel, offline and digital partners, and a national budget that is part of GEICO's $1B+ total media investment. It partners with analytics teams, agencies, marketplace partners, and other Marketing practices to improve effectiveness, governance, integration, and accountability. The director will also build and develop a high-performing media team. The position 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 marketing mix modeling (MMM), including using them to forecast spending, allocate investment, and inform attribution.
Knowledge of audience development and activation using first-, second-, and third-party data.
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.
Experience in a transformational organization, 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 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 assessments, creative media solutions, and KPI frameworks.
Lead the design of annual and half-year national media plans across the marketing funnel for all product lines, while managing alignment with brand initiatives.
Develop national audience strategies and targeting approaches for priority growth audiences.
Lead high-profile national investment negotiations, including video upfronts and platform joint business plans.
Manage quarterly allocations of the national media budget across offline and digital partners, coordinating with the Sr. Director, Media and aligning with national and local priorities.
Develop research and analytics solutions that provide modeling inputs for ROI projections and measurement, including marketing mix modeling and other business-impact modeling.
Champion marketing governance and steward brand safety across the national media ecosystem.
Partner with embedded analytics groups to develop analytical frameworks for allocating and optimizing national media investment.
Improve the effectiveness and efficiency of national investment through transparency, accountability, and new solutions.
Identify emerging media opportunities and innovations that can strengthen GEICO's competitive position.
Champion AI experimentation in national media to improve consumer impact and scale capabilities efficiently.
Build and develop a high-performing national media team and lead the day-to-day management of the national agency team.
Collaborate across Marketing practices to drive integrated campaign planning and execution.