VP, Social Strategy

Social Strategy & Ecosystem Architecture 

• Create and maintain a unified social strategy that connects paid, organic, creator, and content workstreams. 

• Define the role of each platform and channel across the consumer journey and clarify how channels work together. 

• Lead the annual social strategic plan and present the master strategy to GEICO leadership. 

• Recommend the organizational design, roles, reporting lines, and staff models required to execute the strategy. 

Thought Leadership & Platform Intelligence 

• Translate marketplace, cultural, consumer, and platform shifts into clear client-specific implications and actions. 

• Deliver recurring trends briefings, an annual thought leadership point of view, and a competitive and category social landscape. 

• Assess AI-enabled social capabilities across creative, targeting, and measurement, with a clear recommendation on where GEICO should lead, test, or monitor. 

Paid Amplification Strategy & Agency Alignment 

• Partner with Paid Social to establish rules for which creator and brand-led organic assets should be scaled, on which platforms, and at what investment thresholds. 

• Align media and creative agency partners around a shared amplification playbook, roles, inputs, and decision-making expectations. 

Integrated Social Operating Model 

• Build and operationalize ways of working that connect insight, briefing, activation, measurement, and optimization. 

• Define cross-channel decision rights and establish a unified social brief across paid, organic, and creator workstreams. 

• Create enablement and onboarding materials that align GEICO and agency teams to the operating model. 

• Establish escalation and risk protocols for reputational issues, crisis response, real-time management, and legal/compliance touchpoints. 

Unified Reporting & Executive Recommendations 

• Partner with UM Social Analytics to translate performance into a single cross-channel narrative with decision-oriented recommendations. 

• Lead executive-level quarterly business reviews and campaign post-mortems that connect paid, organic, and creator performance to business learning. 

• Define an engagement cadence that keeps GEICO CMO- and VP-level stakeholders aligned outside formal reporting cycles. 

Platform Innovation, Partnerships & Creator Opportunity 

• Maintain a forward-looking tracker of platform innovations, beta opportunities, and strategic partnerships relevant to GEICO. 

• Develop a data-informed point of view on creative effectiveness across paid and organic social. 

• Integrate platform innovation, partner value, and creator opportunities into campaign planning frameworks. 

Key Characteristics & Qualities 

• 12+ years of progressive social strategy, integrated marketing, media, or related experience, including senior client management. Experience expectations may be calibrated to the selected candidate and company leveling framework. 

• Demonstrated success building integrated social strategies across paid, organic, creator, content, partnerships, and measurement. 

• Deep understanding of major social platforms, audience behaviors, creative formats, platform algorithms, creator ecosystems, and emerging technologies. 

• Experience leading strategy for a complex, highly visible brand; experience in regulated categories such as insurance or financial services is strongly valued. 

• Proven ability to translate cultural, marketplace, competitive, and performance intelligence into business recommendations. 

• Experience creating operating models, governance frameworks, decision rights, briefing systems, and cross-agency ways of working. 

• Strong command of paid amplification strategy and the relationship between organic momentum, creator signals, media investment, and creative optimization. 

• Executive presence and exceptional communication skills, with the ability to influence CMO- and VP-level stakeholders and align cross-functional partners. 

• Ability to move fluidly between enterprise vision, strategic detail, commercial implications, and practical implementation. 

• Data-driven decision-making skills and comfort partnering with analytics teams to define KPIs, interpret performance, and recommend action. 

• Experience leading, mentoring, and enabling multidisciplinary teams in a collaborative, fast-paced environment. 

• Sound judgment in reputational risk, crisis response, real-time issue management, and legal/compliance collaboration. 

• Curiosity, adaptability, and a proactive mindset focused on innovation, continuous improvement, and measurable growth.