This role is categorized as HYBRID . This means the successful candidate is expected to report to GM - Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits.
The Creative/Equity and Demand Spaces/FFR/EBI Insights Lead possesses knowledge of marketing segmentation, creative testing, media driven marketing insights from segmentation, paired with exemplary tracking knowledge and brand equity measurement insight. They work cross-functionally and collaboratively with US brand teams, leading measurement, insight generation, media insight execution measurement and brand positioning recommendation development.
Each position will serve as the lead for leveraging Brand creative measurement and Demand Spaces / FFR performance reporting respectively. Their work deals with strategy/positioning recommendations, human ‘segment’ data storytelling, media guidance insights and recommendations. They will work with GM and contractor teams, GM Research and associated agencies to drive towards the PDM vision of being a consumer centric source of competitive advantage in marketing performance measurement.
Responsibilities include:
- Provide Demand Space insights to ensure brands deliver focused, distinctive marketing (driving FFR growth)
- Launch & maintain Creative Excellence KPI, holding marketing and CAORs accountable for FFR/HVB delivery.
- Tie Demand Spaces and Creative excellence to brand tracking insights (Brand Power)
- Lead the commercial implementation of Ehrenberg Bass philosophies of growth, embedding into measurement.
- Leverage social listening practice for brand equity, creative and earned insights
- Collaborate across PDM & GMR disciplines to deliver united and holistic reporting, KPI development and tracking
- Distill large marketing data sets into actionable insights and recommendations, expert storyteller on human behavior blended with strong commercial acumen
- Deliver reporting updates to Brand CMOs as needed
- Develop and implement one common creative measurement strategy - deliverables and delivery process (i.e. dashboards, reporting, strategic insights and recommendations)
- Educate agencies on GM’s standardized performance measurements, ensuring alignment of Key Performance Indicators and advising on how campaign measurement can assist in driving better business decisions.
- Proactively work with brand leads, media team and other key stakeholders to help them identify opportunities to improve brand positioning strategy and creative enhancements.
- Lead creative, Demand Spaces and EBI learning agenda development across teams
- Participate in measurement/KPI planning for existing and emerging channels, establish KPIs with CAORs
