Marketing Senior Manager - Local Media

Why Join GEICO?

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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.

GEICO

Sr. Manager, Local Media

Location: Hybrid, 3 days per week onsite. Corporate offices in Bethesda, MD or Manhattan, NY.

Reports To: Sr. Director, Media

 

About the Role

Within Marketing at GEICO, local media is how we put investment where growth actually happens: market by market, against the specific priorities of each part of the business. Done well, it lets one of the country's largest advertisers move with the precision of a local one.

As Sr. Manager, Local Media, you'll own GEICO's local media plans and investment across markets, reporting to the Sr. Director, Media. You'll translate national and local business priorities into market-level plans across offline and digital channels, direct the day-to-day work of our local agency team, and lead negotiations with local media partners. You'll also be accountable for showing what's working by market, building the measurement inputs and recommendations that shift dollars toward the markets and channels that perform.

This role suits someone who has planned and bought local media hands-on and wants to build on it. You'll bring sharper market-level analysis, test new local and addressable approaches, and use AI to work faster across a large, detailed portfolio. The media practice is being modernized now, and you'll have room to shape how local media at GEICO is planned and measured.

 

Key Responsibilities

Local Media Leadership

· Partner with the Sr. Director, Media to bring local media priorities and results to senior marketing leaders, agency partners, and local media sales executives.

· Represent GEICO's interests in local media engagements to ensure program efficacy across all markets of investment.

· Build strong working partnerships with GEICO's agency and local marketplace partners to deliver well-run programs, processes, and governance.

 

Local Media Strategy

· Take in business goals and strategies and translate them into actionable local media plans, including emerging local media assessment, creative media solutions, and market-level KPI frameworks.

· Build annual and half-year local media plans across the marketing funnel for GEICO's product lines, aligned to national plans and overall brand initiatives.

· Develop market-level audience and targeting approaches to reach priority growth audiences

· Lead hands-on negotiations with local media partners

 

Budget Stewardship

· Manage quarterly allocation of GEICO's local media budget, part of a $1B+ total media investment, across offline and digital partners, responding to shifting local business priorities.

· Lead local marketplace engagements and negotiations, including annual and quarterly local buys.

· Partner with Marketing Analytics to develop inputs for market-level ROI projections and measurement, including MMM and other business impact modeling.

· Uphold marketing governance and brand safety across the local media ecosystem.

 

Investment Efficacy & Optimization

· Build and maintain analytical frameworks to allocate and optimize local investment across markets.

· Test new solutions to increase the effectiveness and efficiency of local investment, driving transparency and accountability.

· Uncover and interpret market-level performance insights, identifying the “so what” that drives actionable recommendations.

 

Drive Innovation

· Identify white space and emerging local media opportunities that give GEICO an edge in winning consumer attention market by market.

· Run AI experiments within local media planning, buying, and optimization to grow consumer impact and scale capabilities efficiently.

 

Team Development

· Direct the day-to-day work of the local agency team, and develop internal team members who support local media.

· Collaborate across Marketing practices to drive integrated campaign planning and execution.

 

You May Be a Good Fit If You

·Have planned and bought local media directly, across multiple markets and channels, and have negotiated with local stations and suppliers yourself.

·Have worked inside a company where acquiring and retaining customers was central to the business model

· Can look at market-level performance data and explain which markets to push, which to pull back, and why

·Know how to direct an agency team: giving clear briefs, checking their work closely, and holding them to deadlines and results.

·Keep a large, detailed portfolio organized and accurate without losing sight of the bigger strategy.

·Can handle the urgent request in front of you while still moving longer-term work forward

·Want to help modernize the media practice at one of the country's largest advertisers, with clear ownership of your piece of it.

 

Ideal Experience

· Experience: 10+ years in media planning, buying, or strategic partnership development, with significant hands-on local media experience.

· Local media expertise: Strong working knowledge of local traditional and digital channels, including spot TV, radio, out-of-home, and geo-targeted digital, and how local plans work alongside national ones.

· Negotiation: Direct experience negotiating local buys with national and market-level suppliers.

· Service business context: Experience working inside a conversion-driven service business — financial services, insurance, SaaS, or banking — where marketing is tied directly to customer acquisition and retention.

· Agency management: Experience directing agency teams day to day; people management experience is a plus.

· Measurement and analytics: Working knowledge of MMM and other business impact models, and how to apply their outputs to market-level allocation.

·Audience strategy: Experience with audience development and activation using 1P, 2P, and 3P data.

·AI comfort: Comfort using AI tools such as Claude or Copilot in day-to-day work.

 

Strong Candidates May Also Have

· Experience working on portfolio or multi-product brands.

· Experience in a regulated, state-by-state business where market priorities vary.

· Experience with local sports partnerships or regional sponsorships.

· Both agency-side and client-side local media experience.

· Previous roles in transformational organizations.

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Annual Salary

$121,975.00 - $189,625.00

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.

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.