Description
This role is categorized as HYBRID . This means the successful candidate is expected to report to Warren - 7000 Building three times per week, at minimum. This job may be eligible for relocation benefits.
The Manager, Campaign Activation is a cornerstone role in building and scaling world-class modern CRM marketing capabilities at General Motors. In this role, you will be responsible for leading the team that builds and activates CRM marketing programs and influence the tools and technology implementation of our modern marketing stack. You will develop the framework, expand, and enhance campaign operations, collaborating closely with the Lifecycle Marketing team, MarTech, and MAS partner teams.
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You will lead a team of campaign management leads, platform activation specialists and data operations specialists and will have end-to-end ownership of one of three CRM Activation portfolios.
1) Core brands (Chevy, Cadillac, Buick and GMC) and Retail
2) OnStar
3) Owner Growth (GM Accessories, Customer Care and Aftersales (CCA), Loyalty, GM Card, GM Energy, GM Envolve)
This role requires a self-starter, with deep expertise in marketing technology and customer experience best practices. We are looking for a creative problem solver and a collaborator who can establish vision and sell-in across a diverse and matrixed group of stakeholders. This leader will have a proven track record with a deep understanding of Marketing Journeys and Campaign Operations. You will have ability to develop solutions and requirements for implementation teams to strengthen and scale marketing technology and the willingness to champion change.
This role is categorized as hybrid. This means the successful candidate is expected to report Warren Building 7000 / Cadillac Tower three times er week, at minimum.
What you will do (Responsibilities)
- Own a team responsible for end-to-end execution of cross-channel marketing experiences
- Evaluate existing operational process and lead change
- Drive and own the documentation of campaign requirements which will include audience segmentation and targeting requirements, channel delivery requirements and creation of campaign user flows
- Understand campaign testing and creative strategies and develop the tactical segmentation logic to activate campaigns
- Manage the day-to-day operations for the core brand and retail portfolio
- Act as the subject matter expert on all things 1st party and 3rd party data sources to enable the campaign strategists to conceive and execute best in class CRM journeys
- Closely collaborate with peer leaders to ensure that the activation portfolio is running at optimum capacity and throughput
- Work cross functionally with the Lifecycle Marketing, OnStar and Owner growth teams to manage, groom and deliver campaign backlogs in partnership with 3rd party agency partners
- Lead innovation and transformation projects alongside running the normal business operations
- Maintain a relentless focus on operational excellence, on-time, on-cost and on-quality
- Influence and lead EPS vendor teams to create best in class CRM programs
- Create operating models within the team to adapt to various activation methodologies (batch campaigns, real-time 1:1 journey, etc.)
- Be accountable for the quality processes and the accuracy of the campaign audiences
- Stay apprised of high-level product roadmap initiatives and identifying strategic opportunities for testing and onboarding for unlocking new capabilities to enhance marketing efforts
- Lead and develop a high performing team, which will include GM employees, contractors, and agency partners
Additional Description
Your skills & Abilities (Required Qualifications)
- 7+ years of relevant professional experience in marketing operations, marketing activation, marketing technology working directly for, or at an agency supporting a large enterprise/global brand
- Bachelor's degree required, preferred in marketing or business, MBA or master's degree preferred
- Hands-on experience with customer-level event and attribute data for audience segmentation, targeting, and measurement
- Deep understanding of the marketing operations best practices with extensive industry knowledge of personalized marketing
- Expert in 1:1 marketing, Email operations, with general experience in other direct marketing channels (SMS, social, web)
- Understanding of modern marketing technology architecture and roadmap including the customer data platform (CDP), data management platform (DMP), AI /ML personalization engines, attribution approaches, identity resolution, email & text service provider (ESP / SMS), digital asset management (DAM), etc.
- Experience in journey orchestration, user flow design and documentation of campaign requirements
- Knowledge of Adobe Marketing products (Adobe Experience platform, Adobe Campaign, Adobe journey Optimizer)
What Can give you a competitive edge (Preferred Qualifications)
- 3+ years of Leadership experience leading direct teams or matrixed/indirect teams
- Experience with team capacity planning, coaching, hiring and mentoring team members
- Highly developed presentation skills and the ability to communicate across leadership levels
- Ability to develop new and thoughtful ideas and present the same
- Ability to write succinctly and clearly in a variety of communication settings and clear delivery of the message
For the Manager, Campaign Activation, Core Brands and Retail role -
- Experience supporting CRM programs across the end to end customer lifecycle of a global B2C brand
For the Manager, Campaign Activation, OnStar role -
- Working knowledge of the subscription business and its intricacies, unique data requirements and customer experience
For the Manager, Campaign Activation, Owner Growth role -
- Experience supporting revenue driving automotive adjacency business such as Customer Care, Service and Loyalty programs
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.
- #LI-MO1
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