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 Role

Social 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 Responsibilities

Strategy & 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 efficiency

Platform & 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 category

Creative-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 goals

Influencer 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 partner

Testing & 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 alone

Cross-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 recommendations

You 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 an