Marketing Lead, Local Market Activation

Lead, Local Market Activation
Reporting Line: Manager, Local Market Activation

Location: Hybrid (NYC or DC metro)

Position Overview

GEICO is seeking an execution-focused Lead, Local Market Activation to help drive customer acquisition and retention through high-impact experiential programs across priority local markets.

This role is responsible for planning and delivering consumer-facing experiences, including sports events, trade shows, mobile tours, and community activations that translate broader marketing priorities into tangible, in-market engagement.

The ideal candidate brings deep expertise in experiential marketing and event execution, with the ability to manage complex programs, operate cross-functionally, and deliver high-quality activations at scale.

Key Responsibilities
Local Plan Development

Support development of market-level activation plans grounded in business opportunity, audience insights, local culture, and key moments

Identify opportunities to extend national campaigns into tangible, in-market experiences that drive engagement and memorability

Experiential Planning & Execution

Develop scalable experiential concepts that can flex across markets

Lead the end-to-end execution of experiential activations including events, pop-ups, mobile tours, and community-based programs

Build and manage comprehensive activation plans inclusive of timelines, run of show playbooks, staffing plans, asset development, fabrication, logistics, and on-site execution

Oversee on-site execution readiness, including final production checks, staffing alignment, inventory management, and team coordination

Manage on-site delivery, troubleshoot issues in real-time and maintain brand standards

Operational Excellence

Serve as the project manager across experiential programs, including development of cross-functional workback schedules, milestone tracking, budgets and dependency mapping across functions (creative, production, influencers, site operations)

Lead cross-functional alignment across internal teams and agency partners to ensure all deliverables are scoped, approved, and delivered on time

Proactively identify risks, gaps, and operational challenges; implement mitigation plans to ensure seamless execution

Manage day-to-day program communications, including stakeholder updates, status reports, and escalation of key issues when needed

Ensure consistency and quality across activations by building and applying standardized tools, templates, and workflows

Company-Internal Agency, Vendor & Production Management

Manage experiential agencies, production partners, and vendors responsible for fabrication, logistics, and staffing

Oversee vendor timelines, deliverables, and on-site execution quality

Ensure all elements are delivered on time, on budget, and to spec

Manage activation budgets at the program and market level, including tracking costs across production, staffing, travel, fabrication, and vendor costs

Partner with internal stakeholders to ensure budget alignment with approved investment levels and business priorities

Build and maintain budget trackers, reconcile estimates vs. actuals, and ensure accurate forecasting across activation workstreams

Work with agencies and vendors to scope projects appropriately, review estimates, and identify opportunities for cost efficiencies without compromising experience quality

Ensure all activations are delivered on budget, with clear visibility into cost drivers and trade-offs

Measurement

Track performance of activations including engagement, leads captured, and experience quality

Deliver post-event recaps with key learnings and recommendations

Provide actionable post-event insights that improve future execution

Partner with analytics to evolve measurement of experiential effectiveness

Qualifications

5+ years of experience in experiential marketing, event marketing, or field activation

Proven experience executing consumer-facing events, tours, or large-scale activations

Strong project management skills, including timelines, budgets, and vendor coordination

Experience managing agencies, production vendors, and on-site execution

Ability to translate strategic inputs into well-executed experiential programs

Experience working on multi-market or national experiential programs

Background in sports, entertainment, or large-scale event environments

Experience integrating experiential with media, PR, and social campaigns

Core Competencies

High-quality, seamless execution of experiential activations across markets

Consistent delivery of engaging, consumer-facing brand experiences

Strong operational rigor across timelines, vendors, and logistics

Experiential marketing & event operations

Vendor & production management

Cross-functional coordination

Budget & timeline management

On-site execution leadership

Annual Salary $82,000.00 - $141,450.00

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.

EQUAL EMPLOYMENT OPPORTUNITY STATEMENT 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.

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