Sr. Manager, Marketing - Influencer, Entertainment & Culture

GEICO•New York City, NY

About The Position

GEICO is hiring a senior marketing manager to lead local media planning, investment, and optimization across markets. 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, negotiates with local media partners, and demonstrates performance by market. The position reports to the Sr. Director, Media and is part of a media practice that GEICO is modernizing. The role builds annual and half-year plans across the marketing funnel for GEICO product lines, develops audience and targeting approaches, and manages quarterly budget allocation across local partners. It partners with Marketing Analytics on market-level ROI projections and measurement, including marketing mix modeling (MMM), and uses performance insights to recommend where investment should increase or decrease. The manager also tests emerging local media and AI approaches, upholds governance and brand safety, and develops internal team members while collaborating across Marketing.

Requirements

10 or more years of experience in media planning, buying, or strategic partnership development, including significant hands-on local media experience.
Hands-on experience planning and buying local media across multiple markets and channels, including negotiating directly 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 in a conversion-driven service business 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 investment recommendations.
Ability to manage a large, detailed portfolio accurately while balancing urgent requests and 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 in local media engagements and build effective working relationships with agency and local marketplace partners.
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 negotiations with local media partners and suppliers, including annual and quarterly local buys.
Manage quarterly allocation of the local media budget across offline and digital partners in response to changing business priorities.
Partner with Marketing Analytics on 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 media investment across markets.
Test solutions that improve the effectiveness and efficiency of local investment, transparency, and accountability.
Interpret market-level performance and turn insights into actionable investment recommendations.
Identify emerging local media opportunities and run AI experiments in planning, buying, and optimization.
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.