Geico, one of the largest auto insurance providers in the United States, has appointed Arianna Orpello as its new chief marketing officer (CMO), effective January 2026.
Orpello will oversee Geico’s marketing operations and report directly to the firm’s chairman, president, and chief executive officer, Todd Combs, according to InsurTech Insights.
She brings over 20 years of marketing and leadership experience, having previously held senior positions at TD Bank, Capital One, and ING Direct. Her appointment follows the departure of former CMO Damon Burrell, who stepped down in January after nearly three years with the company.
Before her appointment, Geico had paused its ongoing creative agency review, which was initiated to expand its agency roster after Burrell’s exit. The process has remained on hold since March as the company prioritised its search for a new marketing leader.
Geico has maintained a long-standing relationship with The Martin Agency, which has managed its advertising since 1994. The Richmond-based agency is responsible for some of Geico’s most iconic campaigns, including the creation of the Geico Gecko in 1999 and the famous slogan “15 minutes could save you 15% or more on car insurance.”
Geico CEO Todd Combs said, “Her extensive leadership experience in the financial services sector will be instrumental to our continued success, and her proven expertise will help elevate our world-class marketing capabilities to a new level.”
In August 2025, Geico reported a $1.8bn underwriting profit for the second quarter, marking a modest increase compared to the same period last year.
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