Geico, one of the largest auto insurers in the United States, has announced the appointment of Arianna Orpello as its new chief marketing officer (CMO), effective January 2026. She will lead the company’s marketing operations and report directly to Todd Combs, Geico’s chairman, president, and chief executive officer, according to InsurTech Insights.
Orpello brings over two decades of marketing and leadership expertise, having held senior roles at TD Bank, Capital One, and ING Direct. Her appointment follows the departure of former CMO Damon Burrell, who left the company in January after nearly three years in the role.
Following Burrell’s exit, Geico paused an ongoing creative agency review launched to expand its marketing partnerships. The review has remained on hold since March as the insurer focused on identifying its next marketing leader.
Geico continues its long-standing partnership with The Martin Agency, which has managed its advertising efforts since 1994. The Richmond-based agency is credited with creating some of Geico’s most recognizable campaigns, including the Geico Gecko introduced in 1999 and the enduring slogan, “15 minutes could save you 15% or more on car insurance.”
In its latest financial update, Geico reported a $1.8 billion underwriting profit for the second quarter of 2025 — a modest increase compared to the same period last year, reflecting steady growth for the insurer as it strengthens its leadership and marketing strategy.
