Marketing Senior Manager - Local Media

GEICO • Bethesda, MD

8d • $121,975 - $189,625 • Hybrid

About The Position

GEICO is hiring a Sr. Manager, Local Media to own local media plans and investment across markets. Reporting to the Sr. Director, Media, this 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, leads negotiations with local media partners, and demonstrates performance by market. The role will develop measurement inputs and recommendations to shift investment toward better-performing markets and channels.

The position will help modernize GEICO’s media practice by applying market-level analysis, testing new local and addressable approaches, and using AI to improve the speed and efficiency of planning, buying, and optimization. It manages quarterly allocations from GEICO’s local media budget, which is part of a total media investment of more than $1 billion, and works with Marketing Analytics on ROI projections and measurement, including marketing mix modeling (MMM) and other business impact modeling.

The role is hybrid, with three days per week onsite at GEICO’s corporate offices in Bethesda, Maryland, or Manhattan, New York. The stated annual salary range is $121,975 to $189,625. GEICO will not sponsor a new applicant for employment authorization for this position.

Requirements

• 10+ years of experience in media planning, buying, or strategic partnership development, including significant hands-on local media experience.
• Direct experience planning and buying local media across multiple markets and channels, including negotiating with local stations and suppliers.
• 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.
• 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 supports 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 first-party, second-party, and third-party data.
• Comfort using AI tools such as Claude or Copilot in day-to-day work.
• Ability to interpret market-level performance data and recommend which markets to increase or reduce investment in, and why.
• Ability to manage a large, detailed portfolio accurately while maintaining strategic perspective and handling urgent requests alongside 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 budgets across offline and digital partners in response to shifting local business priorities.
• Partner with Marketing Analytics to develop inputs for market-level ROI projections and measurement, 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 improve the effectiveness and efficiency of local investment, transparency, and accountability.
• Analyze market-level performance and make actionable recommendations based on insights.
• 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 increase consumer impact and efficiently scale capabilities.
• 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.

Benefits

• Personalized development programs, mentorship, and certification assistance.
• Competitive pay, benefits, and flexibility to support well-being and future needs.

What This Job Offers

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