Lead, Local Market Activation

Location: Hybrid, 3 days per week onsite. NYC or DC metro.

Reports To: Manager, Local Market Activation

About the Role

Within Marketing at GEICO, local market activation is how national brand priorities become real, tangible experiences for customers. Getting the execution right is what makes those investments count.

The Lead, Local Market Activation owns end-to-end planning and execution of consumer-facing experiential programs across priority markets - sports events, trade shows, mobile tours, and community activations. That means managing agencies, vendors, and budgets; leading cross-functional project management from concept through recap; and being on the ground making sure activations land the way they were designed.

This role is a great fit for someone who is excellent at execution, genuinely energized by live events, and organized enough to hold complex, multi-market programs together without anything falling through the cracks.

Key Responsibilities

Local Plan Development

• Support development of market-level activation plans grounded in business opportunity, audience insights, local culture, and key moments
• Identify opportunities to extend national campaigns into in-market experiences that drive engagement and memorability

Experiential Planning & Execution

• Lead end-to-end execution of experiential activations - events, pop-ups, mobile tours, and community programs - across markets
• Build comprehensive activation plans covering timelines, run-of-show playbooks, staffing, asset development, fabrication, and logistics
• Own on-site execution: final production checks, staffing alignment, inventory management, and real-time troubleshooting
• Develop scalable concepts that flex across markets without losing quality or brand consistency

Operational Excellence & Project Management

• Serve as cross-functional project management lead across internal teams and agency partners, driving workback schedules, milestone tracking, and dependency mapping
• Proactively surface risks and gaps; implement mitigation plans before they become execution problems
• Build and apply standardized tools, templates, and workflows that improve consistency and efficiency across activations
• Manage program communications - stakeholder updates, status reports, and timely escalation of key issues

Agency, Vendor & Budget Management

• Manage experiential agencies, production partners, and vendors responsible for fabrication, logistics, and staffing
• Own activation budgets at the program and market level - tracking costs, reconciling estimates vs. actuals, and maintaining accurate forecasting
• Scope projects appropriately, review vendor estimates, and identify cost efficiencies without compromising experience quality

Measurement & Learning

• Track activation performance - engagement, leads captured, experience quality - and deliver post-event recaps with clear learnings and recommendations
• Partner with Analytics to evolve how experiential effectiveness is measured over time

You May Be a Good Fit If You

• Have owned end-to-end execution of consumer-facing experiential programs - not just supported them - and can point to activations you ran from planning through recap
• Are a natural project manager who holds complex, multi-workstream programs together across agencies, vendors, and internal teams without things falling through the cracks
• Are comfortable on-site in high-pressure situations, troubleshooting in real time and maintaining standards when things don't go as planned
• Have managed budgets at the program and market level, and can explain cost drivers and tradeoffs clearly
• Are energized by live events and the logistical puzzle of making them work - this isn't just a job function for you, it's something you're genuinely good at and interested in

Ideal Experience

• Experience: 5+ years in experiential marketing, event marketing, or field activation, with proven experience executing consumer-facing events or large-scale activations
• Multi-market programs: Experience managing national or multi-market experiential programs, not just single-event execution
• Vendor & agency management: Demonstrated experience managing production vendors, agencies, and on-site execution teams
• Budget ownership: Hands-on experience managing program-level budgets, including tracking, reconciliation, and forecasting
• Cross-functional coordination: Ability to manage timelines, approvals, and deliverables across internal and external stakeholders in a matrixed environment
• Industry context: Background in sports, entertainment, or large-scale event environments preferred
• Integration experience: Experience connecting experiential programs with media, PR, and social campaigns
• Education: Bachelor's degree preferred

Strong Candidates May Also Have

• Experience building or improving standardized activation tools, templates, or playbooks used across a team or program
• Direct relationships with production vendors, event staffing firms, or experiential agencies
• Familiarity with measurement frameworks for experiential, including lead capture, engagement metrics, and brand impact tracking

#LI-HB1

Annual Salary
$82,000.00 - $129,150.00
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.

The GEICO Pledge:

Great Company: Protecting customers through life's twists and turns with innovation and integrity.

Great Careers:Personalized development programs, mentorship, and certification assistance.

Great Culture:Inclusive and collaborative culture rooted in shared success.

Great Rewards:Competitive pay, benefits, and flexibility to support your well-being and future.