Earned Media Specialist

Overview Being good neighbors – helping people, investing in our communities, and making the world a better place – is who we are at State Farm. It is at the core of how we operate and the reason for our success. We're moving with urgency to become a Next Gen Good Neighbor, with technology that strengthens human connections and enhances the customer experience. As an employee, you'll spend less time navigating systems and more time applying judgment, empathy, and expertise in the moments that matter most. About The Role At State Farm Marketing, Earned Media Specialists work to win favorable publicity for the State Farm brand. They work within integrated marketing campaign teams as public relations experts, collaborating with internal partners and external agencies across all phases of work to develop and execute highly visible 360 spectaculars with comprehensive earned media plans. Working in a matrix environment, Earned Media Specialists are ultimately responsible for securing quality earned media coverage at scale through newsworthy actions and content. In addition, we’re looking for a candidate with proficiency in earned media capabilities and low code/no code AI tools, including Microsoft CoPilot Studio and ChatGPT Pro, to develop and implement agentic AI-powered solutions that automate workflows and create smart systems that optimize, elevate, and measure earned media strategies. Responsibilities Teamwork: Act as an earned media subject matter resource across Marketing functions; influence marketing and business plans; identify critical editorial assets and work with campaign managers, agencies and/or Design Ops to prioritize and secure them; leverage CoPilot Studio, ChatGPT Pro and other AI tools to automate workflows and create smart systems that optimize, elevate and measure earned media strategies. Strategy: Develop, maintain, and regularly revise overarching earned media strategy and media tiers/catalogs; translate marketing and business strategy into headline‑driving earned media strategies that impress and excite our target audiences; develop overarching communication narratives and key messages that guide all communication tactics; provide guidance and POVs on topical or trending brand connections and/or concerns, collaborating with other stakeholders as appropriate; create AI‑driven tools and manage the needs and capabilities of the team. Execution: Develop comprehensive plans and timelines; use CoPilot Studio, Chat GPT Pro and other platforms as they become available to create agentic AI tools and dashboards; ensure earned media tactical execution occurs in accordance with set strategy; manage PR agency/vendor relationships and internal resource solicitation. Analysis: With analytics partners, identify, define, collect, report and monitor consistent earned media success metrics and benchmarks across function and within assigned initiatives; monitor and report non‑promoted State Farm media mentions/trends and notable competitor news and identify recommendations to capitalize on opportunities and/or mitigate potential risks; utilize analytics and reporting tools to enhance media monitoring and campaign effectiveness insights. What We’re Looking For AI & Technology Proficiency: Demonstrated experience working with agentic AI tools, including Microsoft CoPilot Studio and ChatGPT Pro, to create automation, ideation, and scoring solutions that enhance PR and earned media effectiveness. Project Management: Experience creating and managing timelines, deliverables, and milestones with ability to prioritize & multi‑task under shifting deadlines and needs within a fast‑paced environment. Vendor/Agency Management: Experienced directing PR agencies to work on a client’s behalf, ensuring they deliver high‑quality work on time and within budget. Strategic Thinker: Ability to oversee the development and implementation of earned media strategies aligned with business goals, anticipating trends and adapting accordingly. Practitionership: Experience developing overarching earned media deliverables (e.g. strategies, plans, key messages, narratives). Earned Media Expertise: Skillful use of consumer, cultural and media insights to maximize earned media impact. Data‑Led: Understanding and proven application of industry standard earned media success metrics and benchmarks, including the Barcelona Principles. News Junkie: Frequent and passionate news media consumer across verticals, adept at media trends/concepts and always looking for engaging and brand‑connected opportunities. Strong Communicator: Expert written, verbal, and presentation skills. Ability to condense voluminous or difficult content, concepts and/or data into a consumable format. Relationship Builder: Strong ability to influence and build relationships internally, with vendors, and with earned media outlets and reporters. Qualifications Bachelor’s degree in Public Relations, Marketing, Communications, or a related field preferred. 5+ years of promotional public relations/earned media experience via a blue‑chip marketing organization or PR agency required. Proficiency with AI tools, including Microsoft CoPilot Studio and ChatGPT Pro, is required. Experience working in a matrix environment preferred. Items of Note May require travel via commercial transportation or motor vehicles. May work irregular hours, including weekends/holidays. Responsible for the handling and maintenance of confidential and highly sensitive information. Involvement in company approved educational programs as applicable for continued development. Our Benefits Because work‑life balance is a priority at State Farm, compensation is based on our standard 38:45‑hour work week. Potential starting salary range: $80,600 - $101,450 (starting salary will be based on skills, background, and experience; high end of the range limited to applicants with significant relevant experience) Potential yearly incentive pay up to 15% of base salary. In addition to competitive pay and incentives, State Farm offers a comprehensive benefits program. Get Paid! On top of our competitive pay, you are eligible for an annual raise and bonus. Stay Well! Focus on you and your family’s health with our robust health and wellbeing programs. State Farm pays most of your healthcare premium, and we offer multiple healthcare plan options, including a high deductible plan. All medical plans provide 100% coverage for in‑network preventative care, and you and your family have access to vision, dental, telemedicine, 24/7 mental health professionals, and much more. Develop and Grow! Take advantage of educational benefits like industry leading training programs, top‑notch tuition assistance programs, employee resource groups, and mentoring. Plan Ahead! Plan for those big moments in life with benefits like fertility/IVF/adoption assistance, college coaching, national discount programs, interactive monthly financial workshops, free financial coaching, and more. You can also start a savings account or consider financing through our State Farm Federal Credit Union. Take a Little “You” Time! You will have access to our generous time off policies designed so you can plan around holidays, family events, volunteering, or just to take a relaxing day off. With the opportunity to initially earn up to 20 days annually plus parental leave, paid holidays, celebration day, life leave (40 hours/year), bereavement leave, and community service/education support days, there will be plenty of time for you! Give Back! We offer several ways to give back through our Matching Gift Program, Good Neighbor Grant Program, and the Employee Assistance Fund. Finish Strong! Plan for retirement using free financial advisors and a 401(k) plan with company contributions of up to 7% of your salary. Remote Qualified candidates (outside of hub locations listed below) may be considered for 100% remote work arrangements based on where a candidate currently resides or is currently located. Hybrid Qualified candidates (in or near hub locations listed below) should plan to spend time working from home and some time working in the office as part of our hybrid work environment. Hub Locations Dunwoody, GA; Richardson, TX; Tempe, AZ; or Bloomington, IL. Sponsorship Applicants are required to be eligible to lawfully work in the U.S. immediately; employer will not sponsor applicants for U.S. work authorization (e.g. H‑1B visa) for this opportunity. For Los Angeles candidates Pursuant to the Los Angeles Fair Chance Initiative for Hiring, we will consider for employment qualified applicants with criminal histories. For San Francisco candidates Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records. For Colorado, Hawaii and Washington State candidates Salary range: $88,660 - $111,595. For California, New York, and CT candidates Potential salary range: $100,750 - $126,812.50. Potential yearly incentive pay: up to 15% of base salary. #J-18808-Ljbffr State Farm