This role is categorized as hybrid. This means the successful candidate is expected to report to GM Global Technical Center- Cadillac Tower three times per week, at minimum.
The Role:
General Motors’ Marketing Insights and Technology (MIT) organization is seeking an individual who can apply their experience in marketing audience segmentation platforms (CDP, DMP, etc.), audience strategy and operational processes to fill a role within the Martech Strategy and Solutions team.
The CDP (Customer Data Platform) & Audience Activation Lead will be responsible for partnering with our brand and business partners in developing, governing, and implementing audience strategies through cross-functional collaboration across GM’s marketing organization. The CDP & Audience Activation Lead will champion the delivery of best-in-world customer segmentation to deliver campaigns that matter for GM’s customers.
What You'll Do:
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Develop, implement and execute roadmaps and strategy of audience segmentation and delivery capabilities for GM brand initiatives
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Lead audience activation across media, website and CRM channels with foundational understanding of each channel's capabilities for targeting, activation and measurement
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Work cross-functionally within MIT, GM Marketing and our agency network to establish processes for cross-channel audience delivery within the advertising ecosystem
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Partner with our enterprise data team and MarTech product teams to develop platform and data requirements, identify new data sources, develop audience models and enable activation
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Create processes for segment audits and governance, data sharing and privacy approvals
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Understand campaign testing and creative strategies and develop the tactical segmentation logic to activate campaigns
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Act as a subject matter expert and collaborative voice to our brands for all things related to GM’s 1st and 3rd party audience data, development, and delivery within relevant marketing platforms and channels (media, social, CTV, email, SMS, website, app)
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Be hands on users of our audience segmentation platforms and drive innovation through the understanding of marketing technology capabilities and audience strategies
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Facilitate and lead the development of audience segmentation strategies with GM’s brands, lines of business and agency partners
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Stay apprised of high-level product roadmap initiatives and identifying strategic opportunities for testing and onboarding for unlocking new capabilities to enhance marketing efforts
Qualifications:
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5+ years of relevant business/industry work leading customer segmentation and audience delivery processes and strategies
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Bachelor’s degree in Marketing, Business Administration, or related field (Master’s preferred)
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Understanding of marketing technology and the evolution of people-based marketing
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Show ability to identify business needs and opportunities, develop a plan of execution and see the plan through to completion
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Experience with leading projects to achieve business goals
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Experience with online and offline marketing audience data sources and segments (automotive experience a plus)
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Experience with customer segmentation platforms including Adobe’s Real Time Customer Data Platform and Adobe Audience Manager, Adobe Experience Cloud, Customer Relationship Management platforms, data onboarding solutions, data cleanrooms and the broader advertising ecosystem
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Ability to strategize and develop creative solutions to support marketing use cases
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Demonstrated ability to work with cross functional teams and coordinating resources to deliver projects
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Demonstrated ability to streamline audience solutions globally where needed while accounting for nuanced use cases and various global constraints
