Director of Paid Social (Hybrid)

Why Join GEICO?At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities.Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers' expectations while making a real impact on local communities nationwide.Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That's why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers.About the RoleSocial 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 Geico’s 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 — 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 ResponsibilitiesStrategy & 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 efficiencyPlatform & 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 categoryCreative-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 goalsInfluencer 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 partnerTesting & 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 aloneCross-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 — presenting performance reads, points of view, and strategic recommendationsYou 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 — through workshops, brainstorms, or plain-language readouts, you help partners act on what you've learned· Use AI tools — Claude, Copilot, and platform-native AI — 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 resultsIdeal 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 — financial services, insurance, SaaS, or banking — 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 processesStrong 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 modelNote: This is a Hybrid role based out of the following Office LocationsChicagoBethesdaManhattan#LI-MK1The GEICO PledgeGreat Company: At GEICO, we help our customers through life's twists and turns. Our mission is to protect people when they need it most and we're constantly evolving to stay ahead of their needs. We're an iconic brand that thrives on innovation, exceeding our customers' expectations and enabling our collective success. From day one, you'll take on exciting challenges that help you grow and collaborate with dynamic teams who want to make a positive impact on people's lives.Great Careers: We offer a career where you can learn, grow, and thrive through personalized development programs, created with your career — and your potential — in mind. You'll have access to industry leading training, certification, career mentorship and coaching with supportive leaders at all levels.Great Culture: We foster an inclusive culture of shared success, rooted in integrity, a bias for action, and a winning mindset. Grounded by our core values, we have an established culture of caring, inclusion, and belonging that values different perspectives.Great Rewards: We offer compensation and benefits built to enhance your physical well-being, mental and emotional health, and financial future — including market-competitive compensation, a 401K savings plan vested from day one with a 6% match, performance and recognition-based incentives, tuition assistance, mental healthcare, fertility and adoption assistance, and the GEICO Flex program offering up to four weeks of remote work per year.A Note on ApplicationsWe encourage you to apply even if you don't believe you meet every single qualification listed. Strong candidates rarely check every box — and research consistently shows that people from underrepresented groups are more likely to hold back when they're not a perfect match on paper. If this role sounds like work you'd be excited to do, we want to hear from you.GEICO is an equal opportunity employer. GEICO does not discriminate based on race, color, religion, sex (including pregnancy, sexual orientation, and gender identity), national origin, age, disability, genetic information, veteran status, or any other characteristic protected by applicable law.Annual Salary$140,425.00 - $229,600.00The 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.The equal employment opportunity policy of the GEICO Companies provides for a fair and equal employment opportunity for all associates and job applicants regardless of race, color, religious creed, national origin, ancestry, age, gender, pregnancy, sexual orientation, gender identity, marital status, familial status, disability or genetic information, in compliance with applicable federal, state and local law. GEICO hires and promotes individuals solely on the basis of their qualifications for the job to be filled.GEICO reasonably accommodates qualified individuals with disabilities to enable them to receive equal employment opportunity and/or perform the essential functions of the job, unless the accommodation would impose an undue hardship to the Company. This applies to all applicants and associates. GEICO also provides a work environment in which each associate is able to be productive and work to the best of their ability. We do not condone or tolerate an atmosphere of intimidation or harassment. We expect and require the cooperation of all associates in maintaining an atmosphere free from discrimination and harassment with mutual respect by and for all associates and applicants. #J-18808-Ljbffr