Director of Paid Search (Hybrid)

Responsibilities

• Strategy & Leadership Set the paid search strategy and roadmap for the MOAT & Specialty lines, aligned to each line's growth, profitability, and LTV objectives
• Lead and develop a team of in-house practitioners and agency partners, building a high-performing, accountable, and collaborative team
• Prioritize search investment across a diverse product portfolio, weighing each line's economics, seasonality, and strategic importance
• Serve as the paid search lead for these lines of business, and align closely with the Senior Director, Search & Partner Marketing so the approach fits the broader search and partner portfolio
• Evaluate and pilot new search capabilities, including AI-driven search ad experiences, and recommend where these lines should invest
• Campaign Management & Budget Own the paid search budget for these lines, allocating across products, states, and campaigns, and monitor pacing and forecasts against quote and sales goals
• Flex investment with seasonal demand and with changes in underwriting appetite, state availability, and weather or market events that affect the ability to sell
• Oversee account structure, keyword and audience strategy, bidding, ad copy, and landing page alignment, tailored to the specific intent behind each product
• Capture demand from existing GEICO customers and auto shoppers where cross-sell and bundling opportunities exist, in coordination with the teams that own those relationships
• Ensure ad content and landing experiences are accurate, on-brand, and compliant in a regulated category

Requirements

• Ideal Experience: Experience: 10+ years in digital marketing, including significant hands-on paid search experience and time leading search teams
• 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 practitioners and managing a hybrid model of in-house teams and agency partners
• Paid search expertise: Deep, hands-on knowledge of Google Ads and Microsoft Advertising, including bid strategies, automation, AI-driven campaign types, and how they change targeting and control
• Multi-product experience: Experience managing search across several products or lines with different seasonality, margins, and availability, and allocating budget among them
• Data & technology: Well-versed in SEM bid management platforms, conversion tracking, and web analytics; strong understanding of the data privacy landscape
• Measurement: Experience with attribution beyond last click, incrementality testing, and forecasting for products with seasonal or uneven demand
• Executive communication: Demonstrated ability to present to senior leadership, manage up on performance reads, 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-driven search is changing ad formats, targeting, and buyer research
• Operating range: Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization

Benefits

• Great 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.