Description
This role is categorized as hybrid. This means the successful candidate is expected to report to GM Global Technical Center three times per week, at minimum.
As an assistant manager in the Global Marketing team, the Channel Strategy Assistant Manager is responsible for the development and implementation of comprehensive channel strategies. This position will ensure that all customer communication efforts are aligned with the broader customer lifecycle strategies and contribute to major business KPIs and high value behaviors in engagement and retention.
This role will focus on specific channels and how to utilize them in the best way for the customer and the business, based on the strategies brought forward. This person will be expected to become a subject matter expert in their assigned channels and act as a conduit for the Marketing organization when it comes to channel tactics and execution. You will lead strategic direction for the assigned channels as well as guide and integrate with teams responsible for day-to-day execution.
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Success will be measured by improvements in channel efficiency (e.g., reduced time-to-market), increased customer engagement (e.g., click-through and conversion rates), retention metrics (e.g., lifetime value) and increased satisfaction across the board in channel experiences. Additional measurements of success include data-driven performance improvement and successful execution in channels.
As part of the Channel Strategy team, the focus will be on the performance of every customer interaction in channels. From vision to strategy through execution, a successful candidate will have a passion for customer engagement, experience in cross-channel, outcome-based marketing, and an innovative spirit aimed at testing, learning and optimization. Core lifecycle strategies include customer acquisition and owner engagement, with channel implementation across email, direct mail, SMS, in-app, in-vehicle, and other emerging owned channels (certain channels to be candidate's main focus).
This candidate should be knowledgeable in the Adobe Martech platform and be able to support research, best practices, user behavior, customer insights to inform decisions and recommendations.
The ideal candidate will interact with the following to ensure deliverables and support strategic facilitating discussions and driving growth plans:
- Customer Lifecycle Management (including Strategy & Planning, Owner Engagement, Acquisition, and Owner Growth)
- MarTech and Product Owners
- Applied Sciences & Analytics
- Marketing Activation and Operations
- Media Organization
- Website and Social teams
- Agency support teams
In this role, the Channel Strategy Assistant Manager will focus on the following areas:
- Strategy and Execution: Creating evergreen, trigger-based use cases for effective customer interactions
- Technical Integration: Collaborating with Marketing Activation and MarTech to ensure platform requirements are clear, accurate, and integrated with other channels
- Process Optimization: Streamlining processes across various channels (EM, DM, SMS, etc.); ensuring that all activities are compliant with industry regulations and internal policies while driving process improvements to minimize risk
- Data-Driven Insights; Test & Learn: Leveraging customer data, identifying trends, and areas for improvement in channel performance; implementing test-and-learn
- Channel Metrics and Tracking: Tracking channel success metrics to measure effectiveness of efforts
- Innovation: Exploring and integrating emerging owned channels (such as new digital or in-vehicle communication technologies) to continuously enhance customer engagement strategies
Skills Required :
- Forward-looking performance marketer who excels in a fast-paced innovation environment
- Interest in enabling change in how we deliver 'best-in-class' marketing
- Ability to work cross-functionally with input from multiple areas of the business
- Demonstrated ability to lead initiatives, influence cross-functional teams, and drive alignment across diverse stakeholders to ensure seamless channel integration and execution
- Problem-solving skills, including planning, time management and organizational proficiencies
- Capable use of modern marketing tools; effective use of insights, data, 1:1 and addressable technologies, AI/ML, leading-edge digital channels, test-and-learn, to advance how we reach the right customer with the right message at the right time
Educational Requirements:
- Four-Year Accredited College Degree
- Advanced/Master's degree in a marketing or business-related field (preferred but not required)
Additional Requirements / Qualifications:
- 7 plus years of CRM and digital marketing experience
- Experience with complex integrated/automated marketing campaigns and segmentation strategies
- Data analysis and data-driven marketing initiatives
- Experience in marketing a technology brand and its associated products
- Direct Agency experience or Agency management experience
- Proven ability to work with cross-functional teams
- Excellent written and verbal communication skills
- Affinity to facilitate problem solving & collaboration
- Proven experience in effective project management
Additional Description
This role may be eligible for relocation benefits.
GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP (e.g., H-1B, TN, STEM OPT, etc.) NOW OR IN THE FUTURE.
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