Director of Paid Social (Hybrid)

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 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
• 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

Requirements

• Experience: 10+ years in digital marketing, including significant time leading paid social teams and managing large paid social budgets
• Paid social expertise: Deep, hands-on knowledge of paid social across Meta, TikTok, Snapchat, and Pinterest, including campaign structure, bidding, automation, and lead and conversion objectives, and a point of view on how each platform's audience behaves
• Influencer & creator marketing: Experience building or scaling an influencer program, including creator sourcing, contracting, disclosure and compliance, paid amplification, and measurement
• Creative-led performance: Experience running high-volume creative testing and working closely with creative teams to produce platform-native content that performs
• Data & technology: Well-versed in conversion APIs and server-side tracking, audience and data tools (e.g., CDPs, clean rooms, tag management), and social analytics and creator platforms; strong understanding of the data privacy landscape
• Measurement: Experience with analytical models such as MMM, multi-touch attribution, and incrementality and conversion lift testing, and a track record of using them to change investment decisions
• Executive communication: Demonstrated ability to present to senior leadership, manage up on performance reads, develop and position POVs, 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 is changing social platforms, creative production, and measurement
• Operating range: Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization while leading the improvement of emerging cross-functional processes

Preferred

• 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