Marketing Senior Manager - Local Media

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

Requirements

• 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.
• 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.

Preferred

• 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.