Sr. Manager, Marketing - Influencer, Entertainment & Culture

GEICO•Bethesda, MD

8d•$121,975 - $189,625

About The Position

The Sr. Manager, Local Media owns GEICO's local media plans and investment across markets and reports 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, leads negotiations with local media partners, and demonstrates performance by market through measurement inputs and recommendations that guide investment. The position develops annual and half-year plans across the marketing funnel for GEICO product lines, manages quarterly budget allocation across local media partners, and partners with Marketing Analytics on market-level ROI projections and measurement, including MMM and other business impact models. It also builds analytical frameworks for allocation and optimization, tests emerging local media and addressable approaches, and experiments with AI in planning, buying, and optimization. The role collaborates across Marketing practices, supports internal team development, and helps modernize GEICO's local media planning and measurement practices.

Requirements

10+ years of experience in media planning, buying, or strategic partnership development, with 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.
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 developing and activating audiences using 1P, 2P, and 3P data.
Comfort using AI tools such as Claude or Copilot in day-to-day work.
Ability to analyze market-level performance data and explain allocation recommendations.
Ability to organize and accurately manage a large, detailed portfolio while maintaining focus on broader strategy.
Ability to handle urgent requests while continuing 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.

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 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, including annual and quarterly buys.
Manage quarterly allocation of local media budget across offline and digital partners in response to changing business priorities.
Partner with Marketing Analytics on 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 and increase transparency and accountability.
Analyze market-level performance and provide 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 improve 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.