Marketing Senior Manager - Local Media

GEICO•New York City, NY

7d•Hybrid

About The Position

GEICO’s Sr. Manager, Local Media owns local media plans and investment across markets, reporting to the Sr. Director, Media. The role translates national and local business priorities into market-level plans across offline and digital channels, directs the day-to-day work of the local agency team, and leads negotiations with local media partners. It is accountable for assessing performance by market and developing measurement inputs and recommendations that shift investment toward higher-performing markets and channels. The role builds annual and half-year local media plans across the marketing funnel for GEICO product lines, aligned with national plans and brand initiatives. It manages quarterly allocation of local media budget across offline and digital partners, within GEICO’s $1B+ total media investment, and partners with Marketing Analytics on market-level ROI projections and measurement, including MMM and other business impact modeling. The position also develops analytical frameworks, tests new approaches, identifies emerging local media opportunities, and runs AI experiments to improve planning, buying, and optimization. The position partners with the Sr. Director, Media, senior marketing leaders, agency partners, local media sales executives, Marketing Analytics, and local marketplace partners. It is based in a hybrid arrangement with three onsite days per week at GEICO’s corporate offices in Bethesda, Maryland, or Manhattan, New York. GEICO describes its culture and rewards as including personalized development programs, mentorship, certification assistance, competitive pay, benefits, and flexibility.

Requirements

10+ years of experience in media planning, buying, or strategic partnership development, with significant hands-on local media experience.
Strong working knowledge of local traditional and digital channels, including spot TV, radio, out-of-home, and geo-targeted digital, and how local plans work alongside national plans.
Direct experience negotiating local buys with national and market-level suppliers.
Experience working inside a conversion-driven service business, such as financial services, insurance, SaaS, or banking, where marketing is tied to customer acquisition and retention.
Experience directing agency teams day to day; people management experience is a plus.
Working knowledge of MMM and other business impact models and how to apply their outputs to market-level allocation.
Experience with audience development and activation using 1P, 2P, and 3P data.
Comfort using AI tools such as Claude or Copilot in day-to-day work.
Ability to assess market-level performance data and explain which markets to increase or decrease investment in and why.
Ability to provide clear briefs, closely review agency work, and hold agency teams accountable for deadlines and results.
Ability to keep a large, detailed portfolio organized and accurate while maintaining a strategic perspective.
Ability to manage urgent requests while advancing longer-term work.

Nice To Haves

Experience working on portfolio or multi-product brands.
Experience in a regulated, state-by-state business where market priorities vary.
Experience with local sports partnerships or regional sponsorships.
Both agency-side and client-side local media experience.
Previous roles in transformational organizations.
People management experience.

Responsibilities

Partner with the Sr. Director, Media to present local media priorities and results to senior marketing leaders, agency partners, and local media sales executives.
Represent GEICO's interests in local media engagements and ensure program efficacy across markets of investment.
Build working partnerships with agency and local marketplace partners to deliver effective programs, processes, and governance.
Translate business goals and strategies into actionable local media plans, including emerging media assessments, creative media solutions, and market-level KPI frameworks.
Build annual and half-year local media plans across the marketing funnel for GEICO product lines, aligned with national plans and brand initiatives.
Develop market-level audience and targeting approaches to reach priority growth audiences.
Lead hands-on negotiations with local media partners and suppliers, including annual and quarterly local buys.
Manage quarterly allocation of local media budget across offline and digital partners in response to changing local business priorities.
Partner with Marketing Analytics to develop market-level ROI projection and measurement inputs, including MMM and other business impact modeling.
Uphold marketing governance and brand safety across the local media ecosystem.
Build and maintain analytical frameworks to allocate and optimize local investment across markets.
Test solutions to increase the effectiveness and efficiency of local investment and improve transparency and accountability.
Interpret market-level performance insights and develop actionable recommendations.
Identify emerging local media opportunities to help GEICO win consumer attention market by market.
Run AI experiments in local media planning, buying, and optimization to grow consumer impact and scale capabilities efficiently.
Direct the day-to-day work of the local agency team and develop internal team members who support local media.
Collaborate across Marketing practices to drive integrated campaign planning and execution.