Director of Paid Social (Hybrid)

Own GEICO's paid social strategy and execution across TikTok, Snapchat, Meta, Pinterest, and net new channels; drive quotes, inquiries, and binds as part of an integrated performance marketing team across Auto, MOAT (home), Specialty, and Commercial; build out and expand GEICO's influencer program; build and lead a team of in-house practitioners and agency partners; manage a significant paid social budget; set the creative, audience, testing, and measurement agenda; work closely with product marketing, creative, data science, analytics, and technology partners and represent paid social with senior leaders.

Responsibilities

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 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 other performance channels; Recommend new strategies, formats, and partners and optimize vendor and technology relationships; Own paid social performance across TikTok, Snapchat, Meta, and Pinterest and allocate budget 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 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; Lead a creative-first approach to paid social and build a testing engine that produces and learns from creative at platform velocity; Partner with creative and product marketing teams to develop platform-native content, including short-form video and creator-style content; Build strategies to improve audience segmentation, targeting, and personalization and activate 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 signals back to platforms; Use platform-native AI and automation with guardrails aligned to business goals; Build out and expand GEICO's influencer program and set strategy, goals, and operating model for creator identification, contracting, briefing, and measurement; 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 influencer program on 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; 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; Craft the learning agenda and measurement plan including incrementality, conversion lift, geo and holdout testing, and attribution; 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; Partner with analytics and IT teams on data, tagging, and conversion signal requirements; Collaborate with product marketing, brand, creative, and social and PR teams; Represent paid social with senior and executive leadership by presenting performance reads, points of view, and strategic recommendations

Requirements

10+ years in digital marketing, including significant time leading paid social teams and managing large paid social budgets; Background in a conversion-driven service business such as financial services, insurance, SaaS, or banking; CPG or physical product marketing is not a substitute; Experience leading leaders and managing a hybrid model of in-house teams and agency partners; Deep, hands-on knowledge of paid social across Meta, TikTok, Snapchat, and Pinterest, including campaign structure, bidding, automation, lead and conversion objectives, and platform audience behavior; Experience building or scaling an influencer program, including creator sourcing, contracting, disclosure and compliance, paid amplification, and measurement; Experience running high-volume creative testing and working closely with creative teams to produce platform-native content that performs; Well-versed in conversion APIs and server-side tracking, audience and data tools such as CDPs, clean rooms, and tag management, social analytics and creator platforms, and the data privacy landscape; Experience with analytical models such as MMM, multi-touch attribution, and incrementality and conversion lift testing, with a track record of using them to change investment decisions; Demonstrated ability to present to senior leadership, manage up on performance reads, develop and position POVs, and incorporate feedback; Hands-on comfort with AI tools such as Claude and Copilot and a working view of how AI is changing social platforms, creative production, and measurement; Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization while leading improvement of emerging cross-functional processes; Have led a paid social function across multiple platforms and can show how work drove incremental business results; Have built or scaled an influencer or creator program and can show contribution beyond reach and engagement; Have built and led a team of leaders and can point to people developed into larger roles; Have worked inside a business where acquiring and retaining customers is the core model and think in CAC, LTV, and incrementality rather than impressions and clicks alone; Can inspect a campaign structure or creative test in detail, then explain to an executive what it means for the business and what is recommended; Have run a creative testing program at scale and can show how 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 point of view, and hold self and team accountable for the number; Make the complex simple through workshops, brainstorms, or plain-language readouts; Use AI tools such as Claude, Copilot, and platform-native AI to work faster and make better decisions and help the team do the same

Nice to 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 model

Benefits

Market-competitive compensation; 401K savings plan vested from day one with a 6% match; Performance and recognition-based incentives; Tuition assistance; Mental healthcare; Fertility and adoption assistance; GEICO Flex program offering up to four weeks of remote work per year; Personalized development programs; Industry leading training; Certification; Career mentorship and coaching with supportive leaders