Director, Entertainment & Culture.

**Why Join GEICO?**

At GEICO, we offer a rewarding career where your ambitions are met with endless possibilities.

Every day we honor our iconic brand by offering quality coverage to millions of customers and being there when they need us most. We thrive on relentless innovation to exceed our customers' expectations while making a real impact on local communities nationwide.

Founded in 1936, GEICO is a member of the Berkshire Hathaway family of companies and one of the largest auto insurers in the United States. When you join our company, we want you to feel valued, supported, and proud to work here. That's why we offer the GEICO Pledge: Great Company, Great Culture, Great Rewards, and Great Careers.

**Director, Entertainment & Culture Marketing** 

Location: Hybrid, 3 days per week onsite. Corporate offices in Bethesda, MD or Manhattan, NY. 

Reports To: VP, Integrated Marketing & Media 

 

About the Role 

Within Marketing at GEICO, entertainment and culture are where the brand gets the kind of attention people choose to give. Showing up in the stories and moments audiences care about, in ways that feel genuine and worth watching, builds the affinity that makes people choose GEICO.  

 

The Director, Entertainment & Culture Marketing owns GEICO's strategy for how the brand shows up across entertainment and culture — film, TV and streaming, gaming, live moments, and collaborations with other brands. You'll set the vision for the portfolio and lead the team that turns those choices into integrations that feel earned, not forced. You'll sit across the table from major properties and talent, shape how the brand's personality flexes across very different partner contexts and be accountable for showing that the work moves brand and business outcomes — not just impressions. 

 

This role rewards a leader who has a real point of view on culture and can assemble the team and operating model to deliver it at scale. Much of how GEICO approaches entertainment and culture is still being shaped, which means you'll have genuine room to define what this function becomes. 

 

How We Work 

The Marketing organization at GEICO is guided by a clear set of principles: we hire the best at every level and invest in developing them. We believe that strategy comes before action — if we don't know why we're doing something, we don't do it. We bring the same care and accountability to how we spend resources as we would if it were our own business. And when there are challenges, we face them directly and collectively.  

 

Key Responsibilities 

Entertainment & Culture Strategy 

* Set GEICO's multi-year entertainment and culture strategy, defining where the brand plays across entertainment and cultural moments — and where it deliberately doesn't

* Treat channels, talent, and partners as opportunities to bring the brand and products to life for audiences, not simply places to put ads

* Build a cultural point of view and calendar that matches GEICO's participation to moments where it feels additive

* Bring new ideas and thought leadership to partners proactively, landing opportunities before competitors do

 

Portfolio Leadership  

* Own the entertainment and culture partnership portfolio, including investment frameworks, contracted deliverables

* Lead negotiations with partner properties, finding efficiencies and value beyond the contract

* Partner with Insights and Analytics to define how success is measured, and use results to shift investment toward what works

 

Integration Ideation & Activation 

* Direct the development of branded and integrated content within partnerships, spotting storytelling opportunities that fit naturally within a partner's platform or programming

* Build senior-level relationships with entertainment platforms, brands and production teams so integrations and collaborations feel earned, not forced

* Champion ideas that add to how people consume media and content rather than interrupting it

 

Brand Collaborations 

* Identify and pursue brand-to-brand collaborations — co-branded campaigns, products, content, and experiences — with partners whose audiences and values complement GEICO's

* Structure collaboration agreements, including shared deliverables, rights and approvals, and co-marketing commitments, so the value is clear for both brands

* Lead collaborations from pitch through launch, aligning creative, legal, and communications teams on both sides so the work lands as one idea

 

Brand Voice & Tone Adaptation 

* Set the standard for how GEICO's brand personality is expressed across different partners — leaning into distinct tones as needed — while keeping messaging consistent with GEICO's established brand system

* Ensure work aligns with brand standards and messaging direction in close partnership with Creative Brand Governance, Product Marketing, Corporate Comms and Legal

 

Executive Communication & Stakeholder Alignment 

* Own the strategic briefs and points of view for entertainment and culture programs — spelling out the creative rationale and how tone will adapt while staying anchored to the brand

* Present strategy, activation recommendations, and results to key stakeholders, building credibility and support for forward-looking ideas

* Work closely with Creative, Product Marketing, Media, Insights, Analytics, and agency partners to keep programs aligned and moving

 

Team Leadership 

* Build, lead, and develop a team of partnership and content strategists, hiring strong talent and investing in their growth

* Establish the operating rhythms and processes that take programs from concept through activation and measurement, consistently and at scale

 

You May Be a Good Fit If You 

* Have led an entertainment, sports, or cultural partnership portfolio — owning the strategy and the big deals — and can point to the programs you created and the results they drove

* Have worked inside a company where acquiring and retaining customers was central to the business model, and know how to connect cultural relevance to that outcome

* Can sit across from network executives or talent representatives and walk away with both a better deal and a better idea

* Have built brand-to-brand collaborations that people noticed, and know how to make two brands' voices work together without either one getting lost

* Are energized by building something that doesn't exist yet

* Want to be inside a transformation at an iconic brand

 

Ideal Experience 

* Experience: 12+ years in marketing, including significant time leading entertainment, sports, or cultural partnerships across traditional and digital, with proven, demonstrable results developing bespoke, partner-specific programs and activations

* Service business context: Background in a conversion-driven service business — financial services, insurance, or banking — where success depends on acquiring and retaining customers.

* Portfolio ownership: Owned a multi-property partnership portfolio and budget, including negotiation, contracting, and renewal decisions with major properties or talent

* Branded content: Directly led branded content initiatives from idea through finished execution

* Brand collaborations: Led co-branded collaborations with other brands, from partner selection and deal structure through launch and measurement

* Brand voice fluency: A strong sense of how to flex brand voice across different partner contexts without losing consistency or diluting the brand

* Measurement: Experience defining success metrics for partnership programs and tying cultural impact to brand and business outcomes

* AI fluency: Comfort using AI tools such as Claude or Copilot in day-to-day work, from trend and audience analysis to concept development and results synthesis

 

Strong Candidates May Also Have 

* Experience building an entertainment or cultural marketing practice in a transformational or matrixed organization

* A track record of identifying and scaling emerging formats — creators, gaming, streaming, live experiences — ahead of broader market adoption

* Senior relationships with studios, streamers, networks, leagues, or talent and representation

* Experience directing entertainment, sports marketing, or talent agency partners

* Experience in insurance or financial services, where trust and brand affinity directly shape consideration

 

The GEICO Pledge 

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. 

A Note on Applications 

We encourage you to apply even if you don't believe you meet every single