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Marketing Strategy Intelligence Lead, Equity/Creative Insights

AT General Motors
General Motors

Marketing Strategy Intelligence Lead, Equity/Creative Insights

Warren, MI

Description

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.

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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

Additional Description

Qualifications/Demonstrated Experience:

  • Bachelor Degree
  • 5+ years' experience with brand equity and creative analytics and marketing analytics in general
  • Experience in strategy, media activation, creative development
  • Experience in guiding campaign analytics across creative, market segmentation and brand health insights
  • Deep understanding of segmentation models, from methodology to commercial application
  • Experience in managing insights for strategic planning - equity, brand positioning, creative maturation
  • Able to build frameworks that advance GM marketing's ability to build holistic, consumer centric brand strategies
  • Expert in Creative analytics with a deep knowledge of methodologies across channels, survey to observational analytics, pre, post, always on and dynamic testing approaches
  • Excellent collaboration skills across diverse internal marketing teams, creative agencies and media vendors
  • A consumer-centric, results-driven mindset - with a portfolio of achievements to back it up
  • Demonstrated ability to work proactively and independently while also collaborating with stakeholders
  • Highly organized and process-oriented, easily able to manage and prioritize multiple high priority projects
  • Comfortable establishing and enforcing new standards and processes to ensure alignment

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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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 aspire to be the most inclusive company in the world. 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.

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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. 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

Equal Employment Opportunity Statement (U.S.)

General Motors is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

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.

Client-provided location(s): Warren, MI, USA
Job ID: General_Motors-JR-202423555
Employment Type: Full Time

Perks and Benefits

  • Health and Wellness

    • Health Insurance
    • Health Reimbursement Account
    • Dental Insurance
    • Vision Insurance
    • Life Insurance
    • Short-Term Disability
    • Long-Term Disability
    • FSA
    • HSA
    • HSA With Employer Contribution
  • Parental Benefits

    • Birth Parent or Maternity Leave
    • Non-Birth Parent or Paternity Leave
    • Adoption Leave
    • Fertility Benefits
    • Adoption Assistance Program
    • Family Support Resources
  • Work Flexibility

    • Flexible Work Hours
    • Remote Work Opportunities
    • Hybrid Work Opportunities
  • Office Life and Perks

    • Casual Dress
    • Happy Hours
    • On-Site Cafeteria
  • Vacation and Time Off

    • Paid Vacation
    • Paid Holidays
    • Personal/Sick Days
    • Leave of Absence
  • Financial and Retirement

    • 401(K)
    • 401(K) With Company Matching
    • Performance Bonus
    • Relocation Assistance
    • Stock Purchase Program
  • Professional Development

    • Tuition Reimbursement
    • Learning and Development Stipend
    • Promote From Within
    • Mentor Program
    • Shadowing Opportunities
    • Access to Online Courses
    • Lunch and Learns
    • Internship Program
  • Diversity and Inclusion

    • Diversity, Equity, and Inclusion Program
    • Woman founded/led
    • Employee Resource Groups (ERG)

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