GEICO
Marketing Director, Brand Strategy
GEICO, Chevy Chase, Maryland, United States, 20815
GEICO’s Marketing Director, Brand Strategy
GEICO’s Marketing Director, Brand Strategy works across key marketing functions and with external agencies to shape GEICO’s brand and product marketing strategies across Media, Creative, Sports Marketing, and Experiential disciplines. This key individual will engage with Product, Sales, Analytics and CRM teams across all lines of business, to ensure that all marketing initiatives are designed to build our brand equity, achieve measurable business objectives, and drive profitable growth.Collaboration and confidence will be critical to the success of this role. Our marketing organization is rapidly evolving and integrating new functions – so it’s important you are comfortable with a high level of interoperability across various internal and external teams to produce solutions as well as developing new methods. We’re looking for someone willing to challenge the status quo and raise the bar with every initiative.This role reports into the Head of Marketing Strategy.REQUIREMENTS:
Strategic Thought Leadership:
Partner with Business Strategy Lead to:
Understand sources of growth, product positioning, competitive advantages, and drivers and barriers to success.Drive goal setting and strategic planning for the marketing department.Identify the business case inputs required from all cross-functional teams to inform annual and quarterly marketing strategies.
Collaborate with Business Strategy Lead to design the quantitative business and qualitative brand building blocks that will guide strategy recommendations.Champion enterprise level processes and planning rigor to produce strategies nuanced to the needs of each product line.Motivate internal cross-functional teams and agency partners and drive accountability to business objectives.Ensure linkage of creative assets and media strategy to business priorities, opportunities for profitability and cross-LOB strategies.Understand and leverage consumer insights derived from 1PD and syndicated research to drive best in class marketing activations.Produce briefs and identify opportunities that communicate and amplify the GEICO Masterbrand as well as product value propositions that resonate with customers and drive sustainable profitable growth and market share gains.Set a clear vision of success for Marketing Strategy implementation and collaborate with Marketing Analytics to identify and track the appropriate KPIs.Core Responsibilities & Deliverables:
Consumer Segmentation: Work with Marketing Analytics to identify the use cases, mine the appropriate data sources, develop, maintain, and articulate a robust customer segmentation which can be activated through GEICO’s media platforms and creative work.Enterprise Brand Strategy: develop an ownable, compelling, and relevant GEICO Masterbrand positioning strategy and underlying product level value propositions to support individual LOBs.Develop integrated marketing campaign strategies by conducting market and competitive analysis, delivering deep insights.Create implementation briefs for the media, creative, sports and experiential team to activate strategy.Partner closely with individual marketing discipline leads to ensure that they have a deep understanding of the role of each marketing channel in overall communications architecture.Design audiences for E2E marketing strategies inclusive of customer life stages & relevant product pairings, acquisition, retention and loyalty touchpoints, and channel specific implementation.Support Head of Marketing Strategy in strategic planning for Marketing department and ensuring that annual and quarterly marketing goals, assets, and programs are developed in-sync with GEICO’s brand strategy and business priorities.Utilize appropriate stages and gates processes to collaborate and create accountability with internal and external partners accountable for performance vs. briefs.Consistently garner and apply learnings to in-market initiatives and future forward planning.PREFERRED QUALIFICATIONS:
The success of this role will be highly dependent on being business savvy, demonstrating a strong marketing acumen, and collaborating with critical stakeholders.This person needs to be comfortable with working with external agency partners as well as our internal marketing organization.This is both a right and left brained role—we need someone who is comfortable with data, analytics, creativity, and an advertising strategy which is compelling on both emotional and functional levels.LOCATIONS:
This position will be remote with 10% travel expected and travel expenses covered.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:Premier Medical, Dental and Vision Insurance with no waiting periodPaid Vacation, Sick and Parental Leave401(k) PlanTuition ReimbursementPaid Training and LicensuresBenefits may be different by location. Benefit eligibility requirements vary and may include length of service.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.Equal Employment Opportunity:
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.#LI-MA1At this time, GEICO will not sponsor a new applicant for employment authorization for this position.Annual Salary
$133,000.00 - $207,000.00The 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.
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GEICO’s Marketing Director, Brand Strategy works across key marketing functions and with external agencies to shape GEICO’s brand and product marketing strategies across Media, Creative, Sports Marketing, and Experiential disciplines. This key individual will engage with Product, Sales, Analytics and CRM teams across all lines of business, to ensure that all marketing initiatives are designed to build our brand equity, achieve measurable business objectives, and drive profitable growth.Collaboration and confidence will be critical to the success of this role. Our marketing organization is rapidly evolving and integrating new functions – so it’s important you are comfortable with a high level of interoperability across various internal and external teams to produce solutions as well as developing new methods. We’re looking for someone willing to challenge the status quo and raise the bar with every initiative.This role reports into the Head of Marketing Strategy.REQUIREMENTS:
Strategic Thought Leadership:
Partner with Business Strategy Lead to:
Understand sources of growth, product positioning, competitive advantages, and drivers and barriers to success.Drive goal setting and strategic planning for the marketing department.Identify the business case inputs required from all cross-functional teams to inform annual and quarterly marketing strategies.
Collaborate with Business Strategy Lead to design the quantitative business and qualitative brand building blocks that will guide strategy recommendations.Champion enterprise level processes and planning rigor to produce strategies nuanced to the needs of each product line.Motivate internal cross-functional teams and agency partners and drive accountability to business objectives.Ensure linkage of creative assets and media strategy to business priorities, opportunities for profitability and cross-LOB strategies.Understand and leverage consumer insights derived from 1PD and syndicated research to drive best in class marketing activations.Produce briefs and identify opportunities that communicate and amplify the GEICO Masterbrand as well as product value propositions that resonate with customers and drive sustainable profitable growth and market share gains.Set a clear vision of success for Marketing Strategy implementation and collaborate with Marketing Analytics to identify and track the appropriate KPIs.Core Responsibilities & Deliverables:
Consumer Segmentation: Work with Marketing Analytics to identify the use cases, mine the appropriate data sources, develop, maintain, and articulate a robust customer segmentation which can be activated through GEICO’s media platforms and creative work.Enterprise Brand Strategy: develop an ownable, compelling, and relevant GEICO Masterbrand positioning strategy and underlying product level value propositions to support individual LOBs.Develop integrated marketing campaign strategies by conducting market and competitive analysis, delivering deep insights.Create implementation briefs for the media, creative, sports and experiential team to activate strategy.Partner closely with individual marketing discipline leads to ensure that they have a deep understanding of the role of each marketing channel in overall communications architecture.Design audiences for E2E marketing strategies inclusive of customer life stages & relevant product pairings, acquisition, retention and loyalty touchpoints, and channel specific implementation.Support Head of Marketing Strategy in strategic planning for Marketing department and ensuring that annual and quarterly marketing goals, assets, and programs are developed in-sync with GEICO’s brand strategy and business priorities.Utilize appropriate stages and gates processes to collaborate and create accountability with internal and external partners accountable for performance vs. briefs.Consistently garner and apply learnings to in-market initiatives and future forward planning.PREFERRED QUALIFICATIONS:
The success of this role will be highly dependent on being business savvy, demonstrating a strong marketing acumen, and collaborating with critical stakeholders.This person needs to be comfortable with working with external agency partners as well as our internal marketing organization.This is both a right and left brained role—we need someone who is comfortable with data, analytics, creativity, and an advertising strategy which is compelling on both emotional and functional levels.LOCATIONS:
This position will be remote with 10% travel expected and travel expenses covered.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:Premier Medical, Dental and Vision Insurance with no waiting periodPaid Vacation, Sick and Parental Leave401(k) PlanTuition ReimbursementPaid Training and LicensuresBenefits may be different by location. Benefit eligibility requirements vary and may include length of service.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.Equal Employment Opportunity:
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.#LI-MA1At this time, GEICO will not sponsor a new applicant for employment authorization for this position.Annual Salary
$133,000.00 - $207,000.00The 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.
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