This role is based remotely but if you live within a 50-mile radius of an office [Atlanta, Austin, Detroit, Warren, Milford or Mountain View], you are expected to report to that location three times a week, at minimum.
The Role
General Motors’ Marketing Applied Sciences (MAS) team is seeking a data-driven marketer with deep experience in marketing audience segmentation and analytics platforms (CDP, DMP, etc.), audience strategy, and operational processes. This role sits within the Enterprise Data & Analytics organization and plays a critical part in transforming GM’s data into actionable, personalized experiences. The Sr. Strategist, Audience Activation will be responsible for partnering with our brand and business teams to develop, govern, and activate marketing audience strategies. This individual will champion the delivery of intelligent, data-informed customer segmentation. Success in this role requires a blend of technical aptitude, marketing know-how, and cross-functional collaboration.
This role is ideal for someone who thrives at the intersection of data science and marketing strategy, and who is eager to shape the future of customer experiences at one of the world’s most iconic automotive brands.
What You’ll Do
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Develop, implement, and execute roadmaps and strategies for audience segmentation and delivery to support GM brand initiatives across marketing channels
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Design and build data-driven audience segments using advanced tools including Databricks, Adobe Real-Time CDP, and onboarding platforms to drive personalization at scale.
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Partner with enterprise data and MarTech product teams to define platform and data requirements, identify new data sources, and develop audience segmentation in support of marketing strategy.
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Work closely with data science teams to design and implement predictive audience strategies leveraging first- and third-party data.
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Create and manage processes for segment governance, audits, and compliance with privacy policies and data-sharing regulations.
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Translate campaign objectives and testing strategies into tactical audience segmentation logic for precise activation.
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Act as a subject matter expert for GM’s audience data strategy, including the use of CDPs, DMPs, clean rooms, onboarding solutions, and identity resolution platforms.
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Be a hands-on user of GM’s audience segmentation tools and platforms (e.g., Databricks, Adobe RTCDP, Adobe Audience Manager), and continually push the envelope on innovative segmentation and targeting strategies.
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Stay informed on product roadmaps, new technologies, and evolving trends in data science, marketing technology, and personalization to identify and implement new capabilities.
