The Sr. Director, Social Content & Community is responsible for defining the ambition, direction, and standards for one of GEICO’s most powerful drivers of brand relevance, cultural impact and business growth. This leader will design the strategy, operating model and governance for a modern Social organization spanning paid, owned, earned and shared initiatives across in-house, agency, and partnership workstreams. 

As a senior, enterprise-level leader, this role connects strategy to execution, ensuring Social is embedded into GEICO’s broader Marketing ecosystem, delivering measurable and scalable impact across the customer journey

The Sr. Director, Social Content & Community will play a critical role in shaping how Social is embedded into GEICO’s broader Marketing ecosystem, delivering measurable and scalable business impact from customer connections.

Work Model: Our department’s hybrid model is three days per week in the office, with flexibility. Corporate offices are in Bethesda, MD and Manhattan, NY.

KEY RELATIONSHIPS

Reports to: VP, Head of Integrated Marketing
Team Size: 10–15
Critical Cross‑Functional Partners: Product Marketing, Creative, Media, Analytics, Partnerships, Corporate Communications, Associate Experience

KEY RESPONSIBILITIES:

Enterprise Social Strategy Development & Activation

• Set the long-term vision and strategic direction for Social content and community engagement in alignment with GEICO’s consumer brand, employer brand, and commercial objectives across established and emerging platforms
• Convert brand and business objectives into cohesive social strategies that drive attention, affinity and measurable business growth.
• Define the role, audience, and success definition for each platform, ensuring that content and media investments are made with purpose and precision.
• Apply cultural fluency and platform expertise to keep GEICO contemporary, differentiated, and credible in fast‑moving social environments.
• Lead end‑to‑end social content and engagement planning and activation, ensuring craft, speed and cross functional alignment
• Make social strategies and best practices default components of broader marketing work by embedding platform‑native thinking into campaigns, evergreen performance efforts, and internal initiatives.

Operating Model

• Develop a repeatable Social operating model that sustains always‑on presence while enabling episodic, tentpole, and real‑time opportunities.
• Design and implement a scalable national-to-local content framework that balances consistency with state and community-level nuance.
• Establish a governance system for agency/agent content development, activation and amplification.

Influencer & Social Partnerships Ecosystem

• Lead the evolution of GEICO’s influencer and social partnerships ecosystem to authentically extend GEICO into culture and build brand loyalty
• Set clear rules of engagement across agencies, talent, and platforms, including quality expectations, process rigor, and measurement standards.
• Ensure influencer and partnership work reinforces broader brand and product media priorities
• Oversee Social editorial calendars and publishing rhythms that balance broader Marketing campaign work with standout, made‑for‑social moments.

Performance Measurement, Insights & Optimization

• Define how social success is measured and build learning systems (inclusive of AI solutions) that improve performance over time through disciplined testing and iteration
• Partner with Analytics and Media to establish practical KPIs spanning brand health, engagement quality, consideration signals, and conversion attribution.
• Establish a recurring performance assessment that translates data into decisions—what was learned, what is changing, and what is scaling.
• Oversee the collection and application of performance data, brand health tracking, cultural trendspotting, social listening, platform signals and competitive intelligence to inform optimization across content and engagement strategies.

Risk, Reputation & Governance

• Oversee the mechanisms that monitor social conversation, surface risk, and inform proactive decision‑making across platforms
• Coordinate closely with Corporate Communications and Legal to manage sensitive topics, platform risks, catastrophe response, reputation issues and escalation paths
• Provide senior leadership with mitigation recommendations in moments of reputational risk

Leadership & Influence

• Recruit, develop, and lead a high‑performing team of strategists, creatives, community managers, and influencer specialists.
• Increase the overall Social acumen of the Marketing dept by acting as both architect and evangelist for social-first thinking across GEICO, shaping how teams work together to create meaningful, modern brand experiences
• Direct agency partners with a clear quality bar for both strategic thinking and executional excellence.
• Build and maintain senior relationships with platforms and agencies to support structured planning, innovation opportunities, and ongoing performance reviews.

DESIRED OUTCOMES:

• Full‑funnel content and engagement strategies across platforms (e.g., Meta, TikTok, YouTube, Pinterest, Snapchat, LinkedIn, X, Reddit), grounded in audience insight, data, and business goals.
• Establish Social as a core capability within GEICO’s broader marketing system.
• GEICO consistently earning its place in conversation, delivering distinctive creative in‑platform, and building durable relationships with audiences as behaviors and platforms evolve.
• A strategic North Star and functioning operating system that consistently produces high‑quality work with speed and discipline.
• Platform strategies are explicit, content is natively designed for context, insight and intent, and performance improves through continuous learning.
• Senior stakeholders understand Social’s role, trust the function’s leadership, and use insights from Social to inform broader marketing decisions.

IDEAL EXPERIENCE:

• Extensive leadership experience in social media at a large enterprise brand.
• Proven ability to translate brand and business strategy into culturally relevant, platform-native activations.
• Deep expertise in social platforms, creator economies, and emerging engagement models
• Experience in a highly regulated industry with established compliance workflows
• Executive presence with the ability to influence across functions and levels
• Ability to drive strategy and execute with speed and high quality
• Comfortable producing and overseeing a high volume of work
• Experience in transformational and matrixed organizations providing clear analysis of future opportunities and guidance on how to act now
• Strategic thinker with the ability to inspire confidence from, and to collaborate with colleagues, internal stakeholders, and executive leaders
• Well versed in gathering data and developing qualitative insights

CORE COMPETENCIES:

• Drive Innovative Business Improvements: Develop insights into solutions that result in organizational improvements
• Balance Immediate and Long-Term Priorities: Seek to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals
• Deliver Results: Focus on the critical objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations
• Import and Export Good Ideas: Relentlessly seek, share, and adopt ideas and best practices in and outside the Company; embrace change introduced by others
• Make the complex simple – through brainstorms, workshop, and educational summits, you empower others to learn and action your lessons
• Outstanding judgement – ability to know when to escalate issues in a timely and appropriate manner; strong desire to creatively problem solve
• Effectively fields immediate questions, while also addressing the bigger picture by connecting and influencing key stakeholders inside and outside of GEICO

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Annual Salary

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.