Director of Paid Social (Hybrid)

About the Role

Social platforms are where a large and growing share of GEICO's customers spend their time, and where many of them first think about insurance. Paid social is both a way to create demand among people who aren't yet shopping and a way to capture intent from those who are. Done well, it contributes quotes, inquiries, and binds at an efficient cost and builds the brand along the way. Done poorly, it is easy to buy cheap engagement that does nothing for the business. The leader of this function is responsible for making sure paid social is creative-led, accountable, and incremental.

As Director of Paid Social, you will own GEICO's paid social strategy and execution across TikTok, Snapchat, Meta, Pinterest, and net new channels, with a clear objective: drive quotes, inquiries, and binds as part of an integrated performance marketing team across all Geico27s line of business, including Auto, MOAT (home), Specialty, and Commercial. You will also build out and expand GEICO's influencer program. You will build and lead a team of in-house practitioners and agency partners, manage a significant paid social budget, and set the creative, audience, testing, and measurement agenda that determines where the next dollar goes. You will work closely with product marketing, creative, data science, analytics, and technology partners, and represent paid social with senior leaders.

This role is for someone who can move between altitudes in the same afternoon 2D inspecting a campaign structure or a creative test readout in the morning, then explaining what it means for the business to senior leadership. You'll have real room to shape the team structure, the platform mix, the creative testing engine, the influencer program, and the way we prove paid social is driving incremental results.

Key Responsibilities

Strategy & Leadership

Set the multi-year paid social strategy and roadmap across GEICO's multi-product portfolio, aligned to quote, inquiry, bind, and LTV objectives

Lead a hybrid paid social organization of in-house practitioners and agency partners, including the leaders who manage them

Build, develop, and mentor an agile, collaborative team with strong creative, analytical, and media skills

Define the role each platform plays across the funnel, from reach and consideration to conversion and retargeting, and how paid social works alongside the other performance channels

Serve as a digital pioneer by recommending new strategies, formats, and partners, and optimizing vendor and technology relationships to improve performance and workflow efficiency

Platform & Budget Management

Own paid social performance across TikTok, Snapchat, Meta, and Pinterest, and allocate budget among them based on performance and strategic priorities

Evaluate, test, and launch net new social and creator-driven channels, with clear criteria for when to scale, hold, or stop

Maintain and closely monitor pacing to forecast attainment against quote, inquiry, and bind goals, and adjust quickly as in-market conditions change

Manage relationships with platform partners to secure early access to new formats, tools, and betas

Ensure ad content and placements are on-brand, brand safe, and compliant in a regulated category

Creative-Led Performance & Optimization

Lead a creative-first approach to paid social, building a testing engine that produces and learns from creative at the velocity each platform demands

Partner with creative and product marketing teams to develop platform-native content, including short-form video and creator-style content, that performs as well as it fits the brand

Build strategies to improve audience segmentation, targeting, and personalization, activating GEICO's first-party data and conversion signals in privacy-safe ways

Optimize toward quality outcomes such as completed quotes and binds, not just clicks or lead volume, and feed those signals back to the platforms

Use platform-native AI and automation, such as automated campaign and creative optimization, with guardrails that keep results aligned to business goals

Influencer Program

Build out and expand GEICO's influencer program, setting the strategy, goals, and operating model for how creators are identified, contracted, briefed, and measured

Develop a mix of creator partnerships, from one-time content to longer-term ambassadors, matched to platform, audience, and funnel stage

Amplify high-performing creator content through paid media, and test performance-based and other compensation models

Establish vetting, disclosure, and approval processes with legal and compliance so creator content meets advertising and insurance requirements

Measure the program on business outcomes, including incremental quotes, inquiries, and binds, in addition to reach and engagement

Manage creator agencies, platforms, and marketplaces, and decide where to build in-house capability versus partner

Testing & Measurement

Create and implement systems for continual test-and-learn across creative, audiences, formats, bidding, and partners

Build a culture of high-velocity testing and diligent measurement that improves efficiency and efficacy and generates scalable results

Craft the learning agenda and measurement plan, including incrementality, conversion lift, geo and holdout testing, and attribution, so paid social is judged on incremental business impact rather than platform-reported results alone

Cross-Functional Partnership

Partner closely with data science and analytics to connect paid social exposure to quotes, inquiries, binds, and LTV

Work as part of the integrated performance marketing team, coordinating with paid search, programmatic, affiliate, and lead generation leaders on shared audiences, budget, and measurement

Partner with analytics and IT teams on data, tagging, and conversion signal requirements

Collaborate with product marketing, brand, creative, and social and PR teams so paid social and creator content fit the broader marketing plan and message

Represent paid social with senior and executive leadership 2D presenting performance reads, points of view, and strategic recommendations

You May Be a Good Fit If You

Have led a paid social function across multiple platforms, and can show how your work drove incremental business results

Have built or scaled an influencer or creator program and can show what it contributed beyond reach and engagement

Have built and led a team of leaders, not just practitioners, and can point to people you've developed into larger roles

Have worked inside a business where acquiring and retaining customers is the core model, and you think in CAC, LTV, and incrementality rather than impressions and clicks alone

Can inspect a campaign structure or a creative test in detail, then step back and explain to an executive what it means for the business and what you recommend

Have run a creative testing program at scale and can show how its results changed what the team made and where it invested

Are comfortable navigating a changing signal and privacy landscape and the limits of platform-reported attribution

Know when to escalate, take feedback without losing your point of view, and hold yourself and your team accountable for the number

Make the complex simple 2D through workshops, brainstorms, or plain-language readouts, you help partners act on what you've learned

Use AI tools 2D Claude, Copilot, and platform-native AI 2D to work faster and make better decisions, and you help your team do the same

Want to be inside the work at an iconic brand with real scale, where your decisions show up in the business results

Ideal Experience

Experience: 10+ years in digital marketing, including significant time leading paid social teams and managing large paid social budgets

Service company context: Background in a conversion-driven service business 2D financial services, insurance, SaaS, or banking 2D where the company's success depends on acquiring and retaining customers. Experience in CPG or physical product marketing is not a substitute for this context.

People leadership: Experience leading leaders and managing a hybrid model of in-house teams and agency partners

Paid social expertise: Deep, hands-on knowledge of paid social across Meta, TikTok, Snapchat, and Pinterest, including campaign structure, bidding, automation, and lead and conversion objectives, and a point of view on how each platform's audience behaves

Influencer & creator marketing: Experience building or scaling an influencer program, including creator sourcing, contracting, disclosure and compliance, paid amplification, and measurement

Creative-led performance: Experience running high-volume creative testing and working closely with creative teams to produce platform-native content that performs

Data & technology: Well-versed in conversion APIs and server-side tracking, audience and data tools (e.g., CDPs, clean rooms, tag management), and social analytics and creator platforms; strong understanding of the data privacy landscape

Measurement: Experience with analytical models such as MMM, multi-touch attribution, and incrementality and conversion lift testing, and a track record of using them to change investment decisions

Executive communication: Demonstrated ability to present to senior leadership, manage up on performance reads, develop and position POVs, and incorporate feedback to sharpen strategy

AI fluency: Hands-on comfort with AI tools (e.g., Claude, Copilot) and a working view of how AI is changing social platforms, creative production, and measurement

Operating range: Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization while leading the improvement of emerging cross-functional processes

Strong Candidates May Also Have

Insurance or other regulated financial services marketing experience

Experience building an influencer program in a regulated category, including disclosure and approval processes

Experience launching and scaling new social platforms or formats early, and knowing when to walk away

Experience optimizing paid social toward lower-funnel outcomes using offline or downstream conversion data

Experience managing a multi-product or multi-line portfolio with competing acquisition goals

Experience leading an in-housing effort or restructuring an agency model

Note: This is a Hybrid role based out of the following Office Locations

Manhattan

Bethesda

Chicago

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