Marketing Director, National Media

Director, National Media Location: Hybrid, 3 days per week onsite. Corporate offices in Bethesda, MD or Manhattan, NY. Reports To: Sr. Director, Media About the Role Within Marketing at GEICO, national media is how one of the most recognized brands in the country earns attention at scale. It is one of the company's most critical investments, and the way it is planned, negotiated, and optimized shapes customer acquisition across every line of business. As Director, National Media, you'll own GEICO's national media investment end to end, reporting to the Sr. Director, Media. You'll translate brand and product-line goals into national plans across seven product lines, lead the day-to-day work of our national agency team, and take a hands-on role in high-profile negotiations, including the video upfronts and platform JBPs. You'll also be accountable for proving what works: building the measurement inputs, optimization frameworks, and clear recommendations that move dollars to where they perform. This role suits someone who has run national investment at scale and wants more than stewardship. You'll steer how the national portfolio is built, bring AI and modern measurement into how decisions get made, and develop a team while you do it. The media practice is being modernized now, and you'll have real room to shape what national media at GEICO becomes. Key Responsibilities National Media Leadership - Represent GEICO's interests in national media engagements to ensure program efficacy across all areas of national investment. - Build strong partnerships with GEICO's agencies and national marketplace partners to deliver best-in-class programs, processes, and governance. National Media Strategy - Take in business goals and strategies and translate them into actionable national media strategies, including emerging media assessment, creative media solutions, and KPI frameworks. - Lead the design of annual and half-year national media plans across GEICO's end-to-end marketing funnel for all product lines, while managing to overall brand initiatives. - Develop national audience strategies and targeting approaches to engage priority growth audiences - Deliver hands-on negotiation leadership on high-profile national investment agreements. Budget Stewardship - Manage the quarterly allocation of GEICO's national media budget, part of a $1B+ total media investment, across offline and digital partners, in coordination with the Sr. Director, Media and aligned to national and local business priorities. - Lead national marketplace engagements and negotiations, including but not limited to video upfronts and platform JBPs. - Develop research and analytics solutions that provide modeling inputs for ROI projections and measurement, including MMM and other business impact modeling. - Champion marketing governance and steward brand safety across the national media ecosystem. - Investment Efficacy & Optimization - Partner with the embedded analytics groups to develop modern analytical frameworks to allocate and optimize national media investment. - Use all available resources and pursue new solutions to increase the effectiveness and efficiency of national investment, driving transparency and accountability. Drive Innovation - Identify white space and emerging innovations in national media that give GEICO a competitive edge in winning consumer attention and brand favor. - Champion AI experimentation within national media to grow consumer impact and scale capabilities efficiently. - Team Development - Build and develop a team of high-performing national media professionals, while leading day-to-day management of the national agency team. - Collaborate across Marketing practices to drive integrated campaign planning and execution. You May Be a Good Fit If You - Have owned national media investment at scale across TV, video, and digital, and have personally led upfront and partner negotiations rather than supported them. - Have worked inside a company where acquiring and retaining customers was central to the business model - Can take an MMM readout or a performance dashboard and turn it into an actionable recommendation - Know how to direct a large agency team day to day: setting the bar, pressure-testing work, and leading with accountability - Have hired and developed media professionals - Balance the quarter in front of you with the long-term health of the portfolio - Make complex topics simple for others, whether through workshops, briefings, or a well-built one-pager, so people outside media can act on what you know. - Want to help modernize the media practice at one of the country's largest advertisers, with real ownership of the outcome. Ideal Experience - Experience: 12+ years in media planning, buying, and strategic partnership development, with significant hands-on ownership of national investment. - National media expertise: Advanced knowledge of national traditional and digital channels, with the ability to coordinate national plans alongside local priorities. - Upfront and negotiation leadership: Previous upfront planning experience, including directing negotiations with national suppliers. - Service business context: Background in a conversion-driven service business - financial services, insurance, SaaS, or banking - where the company's success depends on acquiring and retaining customers. - People leadership: Experience leading high-performing teams, including internal staff and large agency partner teams. - Measurement and analytics: Experience with analytical models such as MMM, with a deep understanding of how to use them to forecast spending, allocate investment, and inform attribution. - Audience strategy: Well-versed in audience development and activation using 1P, 2P, and 3P data. - Executive communication: A track record of providing strategic recommendations and performance analyses to senior leadership. - AI fluency: Comfort using AI tools such as Claude or Copilot and LLM-assisted workflows in day-to-day work, and familiarity with AI-driven media decisioning and optimization. Strong Candidates May Also Have - Experience working on portfolio or multi-product brands. - Previous roles in transformational organizations, particularly modernizing a media practice or operating model. - Experience with national sports and tentpole media partnerships. - Both agency-side and client-side national investment experience. Annual Salary $146,575.00 - $229,600.00 The above annual salary range is a general guideline. Multiple factors are taken into consideration to arrive at the final hourly rate/ annual salary to be offered to the selected candidate. Factors include, but are not limited to, the scope and responsibilities of the role, the selected candidate's work experience, education and training, the work location as well as market and business considerations. At this time, GEICO will not sponsor a new applicant for employment authorization for this position.