Description
Work Arrangement: This role is categorized as hybrid. This means the successful candidate is expected to report to the office three times a week, at minimum.
The Role
The Brand Research Manager brings the voice of the customer into the development of marketing communications and advertising for our brands and models by conducting primary market research. They also bring the voice of the customer into the assessment of sponsorships, promotions, product placements, CRM, retail offers, and customer experience initiatives. Key internal clients include Sales, Service, & Marketing, Marketing/Advertising, and Product Marketing, at all levels of the organization, including Leadership. This is a people leader position with a dotted line to the respective Marketing Divisions VP.
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What You'll Do
- Work collaboratively with stakeholders in marketing divisions and agency teams, providing an in-depth understanding of their target customers, and how to communicate with them most effectively.
- Manage a team of analysts and suppliers to effectively deliver high quality, timely research results.
- Provide insights from consumer feedback on the positioning of products, features & technologies, messaging, advertising, sales and service concepts, and other relevant business issues.
- Deliver consumer insights and recommendations for improved impact from various marketing initiatives (GM Card, Retail Planning, GM Envolve, Corporate Marketing, Branded Entertainment, Auto Shows, Sponsorships, Customer Experience, and CRM).
- Consult with stakeholders to frame their business needs, and translate those into research questions and analysis plans, using appropriate methodology.
- Design, develop, execute, and analyze a high-volume of market research studies (60+ per year).
- Identify actionable insights to inform more effective marketing and advertising communications and provide customer driven recommendations.
- Develop and deliver effective presentations and written reports to multiple GM leadership levels and functions.
Additional Description
Your Skills & Abilities (Required Qualifications)
- Bachelor's Degree
- 7+ years of relevant experience
- Strong understanding of advertising and marketing fundamentals
- Experience in market research tools and techniques, including conjoint research methods and knowledge of internal data sources.
- Superior analytical skills in assessing both quantitative and qualitative data.
- Familiarity with statistical concepts and applications.
- Knowledge of AI driven analytical market research tools
- Strong in storytelling and crafting insights.
- Outstanding attention to detail and organizational/project management skills, including ability to meet tight deadlines with high quality.
- Proven relationship building, skilled in providing diplomatic consultation and guidance, influencing decisions with the voice of the customer.
- A collaborative cross-functional mindset, a passion for the customer, and intellectual curiosity.
- Some travel may be required on a quarterly basis for a week at a time.
What Will Give You A Competitive Edge (Preferred Qualifications)
- MBA or Advanced degree
- Client and supplier side research experience
About GM
Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.
Why Join Us
We believe we all must make a choice every day - individually and collectively - to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee, no matter their background, ethnicity, preferences, or location, to feel they belong to one General Motors team.
Total Rewards | Benefits Overview
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Diversity Information
General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging for all employees. We strongly believe that workforce diversity creates an environment in which our employees can thrive and develop better products for our customers. We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire
Non-Discrimination and Equal Employment Opportunities (U.S.)
General Motors is proud to be an equal opportunity employer and is committed to providing a workplace that is free of unlawful discrimination.
All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.
Accommodations (U.S. and Canada)
General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us Careers.Accommodations@GM.com or call us at 800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.