Content Strategist

GEICO is seeking a Content Strategist that will steward GEICO’s line-of-business content strategy. They will design the connective tissue across customer facing touchpoints.

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 that this individual is comfortable with a high level of interoperability across various internal and external teams to produce solutions as well as developing new methods.

Our department’s hybrid model is 3 days in the office per week. Corporate offices are in Chevy Chase, MD, Cleveland, OH and Manhattan, NY.

Key Responsibilities:

• Design an end-to-end content strategy for unique journeys to acquiring and retaining policyholders
• Orchestrate multidimensional strategies covering everything from large scale brand efforts to lifecycle email initiatives designed to drive the LOB while maintaining the power of the Masterbrand visual identity and voice
• Articulate strategic recommendations with clear activation pull through across offline advertising, digital advertising, O&O digital channels, sports partnerships, influencer partnerships, branded entertainment and physical experiences, as appropriate
• Intake business briefs, understand the business challenge, define the creative jobs to be done, set the KPIs, brief the creative activation team, steward solution development, map assets to the customer journey and assess the effectiveness 
• Develop and maintain relationships with counterparts in Creative Activation, Product UX, Consumer Engagement, Performance Marketing and Marketing Data & Analytics to drive profitable growth, guiding creative ideas from strategy to reality.
• Audit available advertising creative assets against current objectives to understand the full arsenal of viable assets and perform gap analyses
• Identify any content gaps in the digital product journey, develop use cases and assets briefs for text, education materials, videos, etc.
• Ensure that GEICO’s digital information architecture improves navigation, usability, discovery, and conversion for new and existing customers.
• Partner with Performance Marketing team to build a SEO strategy for .com content. Collaborate with Product UX and IT to outline the front and back-end requirements.
• Create and implement the LOB’s content governance model as well as the publishing calendar to ensure that all content is on-strategy and appropriate for the platform and target audience
• Identify research needs to generate insights into target audiences and ad concept testing
• Maniacally analyze consumer behavior, competitive activity, market dynamics, emerging technologies, and cultural trends to generate airtight insights that drive strategic recommendations
• Craft high caliber briefs that demonstrate a strong business acumen and a knack for storytelling to inspire groundbreaking creative concepts and solutions
• Provide strategic guidance to internal activation teams and agencies to ensure the production and execution of business-driving engaging content across all platforms
• Assemble and socialize regular reporting that evaluates content assets against established in-market KPIs and long-lead business outcomes

Key Qualifications:

• 12+ Years in Creative/Content Strategy roles on the brand and/or agency side
• Deep understanding of customer behavior, business intelligence, offline and digital media landscapes
• High level of familiarity with emerging digital technologies and social best practices
• Demonstrated success in accelerating social channels as brand building and DTC business driving levers
• Experienced in providing constructive creative feedback to ensure ideas and executions align with the strategy, map to the business objectives and audience insights
• Comfortable providing strategic direction to and partnering with a range of activation specialists including but not limited to, internal colleagues, agencies, TV networks, production studios, social platforms and social creators

Core Competencies:

• Drives Innovative Business Improvements: Develops new insights into solutions that result in organizational improvements; promotes a work environment that fosters creative thinking, innovation and rational risk taking
• Balances Immediate and Long-Term Priorities: Seeks to meet critical objectives while considering the impact of those decisions and activities on the ability to achieve long-term goals
• Delivers Results: Focuses on the critical few objectives that add the most value and channels own and others' energy to consistently deliver results that meet or exceed expectations
• Imports and Exports Good Ideas: Relentlessly seeks, shares, and adopts ideas and best practices in and outside the Company and embraces change introduced by others
• Make the complex simple – through brainstorms, workshop, and educational summits, you empower others to learn and action your lessons
• Effectively field immediate questions, while also addressing the bigger picture by connecting and influencing key stakeholders inside and outside of GEICO

Annual Salary

$95,000.00 - $185,000.00

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.

At this time, GEICO will not sponsor a new applicant for employment authorization for this position.

Benefits:

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 period**
• Paid Vacation, Sick and Parental Leave
• 401(k) Plan
• Tuition Reimbursement
• Paid Training and Licensures

*Benefits 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.

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.