Marketing Manager, Influencer & Entertainment

The Marketing Manager, Influencer & Entertainment is the primary lead for influencer and entertainment marketing programs. This individual will drive innovation, share new ideas and identify better ways to engage new and existing customers across through branded content development. The role will work in close collaboration with marketing discipline leads across marketing strategy, operations, omnichannel media, analytics and creative. This individual will be the primary point of contact for internal partners, agencies, studios, and talent. Collaboration and confidence will be critical to the success of this role. Our marketing organization is rapidly evolving and integrating new functions. This is an opportunity to builds the influencer and entertainment marketing practice at GEICO. It is important that you are comfortable with a high level of interoperability across various internal and external teams to produce solutions as well as developing new methods.

STRATEGIC EXPECTATIONS:

• Strong Negotiation Ability to achieve highest and best value exchange between client and influencer, and to manage other junior colleagues executing this process.
• Build out and pitch strong content recommendations, with insights, big ideas, cultural proof points and compelling tactics and distribution
• Demonstrates a solid understanding of the role of paid, owned and earned media in an integrated marketing plan and how branded content best fits into it.
• Builds the structure of our Influencer and Entertainment Marketing practice
• Diligently explores opportunities for product integrations (film, TV, etc.) that will work to reinforce GEICO brand equities and increase cultural relevancy
• Translates and predicts trends to help shape current and future strategies
• Accesses a broad network of talent, studios, production companies, digital publishers, creator groups and networks, to produce breakthrough storytelling
• Exhibits a strong understanding of how to move audiences from awareness to consideration to conversion across platforms.
• Envisions, plans, and deploys influencer and entertainment strategies within larger integrated marketing programs
• Oversees plan development, budget allocation, opportunity vetting, talent selection, and business impact forecast, in partnership with agency
• Ability to give strategic direction to partners for organic, earned, or sponsored activity resulting in high-performing content.

CROSS-FUNCTIONAL COLLABORATION EXAMPLES:

Marketing Strategy Collaboration:

• Establishes the criteria that qualify talent and projects as influential for GEICO
• Intakes Marketing Strategy brief and adapts as necessary to set expectations with agency and external partners
• Partners with Business Planning & Marketing Strategy team to develop plans based on understanding business targets, customer personas, optimization KPIs and positioning

Creative Collaboration:

• Plans and coordinates branded content across GEICO’s social and digital ecosystem and collaborates closely with third parties to further scale the content distribution
• Partner with social listening teams to understand real-time trends
• Translates brand and product narratives into key messages for branded content.

Marketing Operations Collaboration:

• Manages process of influencer contracting/legal, invoicing/financial execution, and data collection related to influencer audience and content performance metrics.
• Partners to build the structure, vision and GTM plan for the new practice, including developing a branded content calendar
• Retains solid understanding of industry regulations and promotional guidelines

Omnichannel Media Collaboration:

• Partners with paid media team to plan paid launch strategies and optimization frameworks
• Consults on target audience builds

Analytics Collaboration:

• Shares out activity and performance results utilizing data and providing insights to maintain a forward-looking analysis and strategic action plan
• Digs into the data and identifies learnings and insights that will help result in new content strategies, formats, and ways of engaging audiences.
• Monitors appropriate use of tagging and tracking for all media
• Translates data into insights, and insights into actions to evaluate success and provide optimization recommendations.

Desired Experience & Skillset

• Previous positions in transformational organizations where you have been responsible for
• Comfortable producing and overseeing a high volume of work, including presentations, briefs, and executive summaries
• Understanding of paid/owned/earned social landscape (incl. promoted, white-listing, dark-posting nuances)
• Demonstrated success in end-to-end influencer relations, including strategic planning, identification, vetting, negotiation, creative and content direction, relationship management, measurement, and analysis.
• Ability to Synthesize and Analyze Performance Metrics: well versed in reporting and analysis best practices.
• Demonstrated success in writing clear briefs that inspire exceptional work

LOCATION:

• Remote
• One week/month in Chevy Chase, MD

Benefits:

The safety of our associates is GEICO’s highest priority. If you are required to come into the office for licensing, training, or orientation, please note that we have implemented a variety of safety precautions within our offices. Additional safety precautions include no-contact temperature screening stations, added signage for associates on common-area occupancy limits, socially distanced workstations, and increased cleaning procedures for all areas.

As an Associate, you’ll enjoy our Total Rewards Program* to help secure your financial future and preserve your health and well-being, including:

• 401(k) Plan
• Tuition Reimbursement
• Coverage begins on the date of hire. Must enroll in New Hire Benefits within 30 days of the date of hire for coverage to take effect.
• Premier Medical, Dental and Vision Insurance with no waiting period**
• Paid Training and Licensures
• Paid Vacation, Sick and Parental Leave
• Benefits may be different by location. Benefit eligibility requirements vary and may include length of service.

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.

Annual Salary

$107,000.00 - $168,000.00

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.