Job Description

This role is categorized as hybrid. This means the successful candidate is expected to report to GM Global Technical Center- Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits.

Buick/GMC Integrated Intelligence Manager

This is a brand focused creative and brand equity intelligence provider within the Marketing Strategy Intelligence team, ensuring data-informed decision-making across product marketing (left) and marketing strategy (center) pillars in the marketing organization.

You will be responsible for tracking and providing insights on brand equity, imagery and creative performance objectives, crafting compelling data-driven narratives that optimize marketing efforts.

The successful candidate must possess a strong blend of marketing, brand equity, creative and brand research experience, with expertise in defining, analyzing creative and equity performance measurement to influence and shape brand positioning and creative strategy.

WHAT YOU’LL DO:

Brand & Creative Performance Insights

Implement performance measurement frameworks for marketing campaigns including Creative KPIs (Creative Quality, Brand and Imagery Impacts)Conduct post-campaign analysis to uncover insights and guide future Creative and brand positioning strategies.Partner with internal teams (Customer research, Marketing Applied Science, Marketing Excellence, measurement agencies, etc.) to communicate objective-led KPIs and key business questions to drive data-driven marketing decisions.Collaborate with the Global Strategy Intelligence Lead at MSI to develop cohesive, data-driven narratives that leverage Brand Power and Creative Accelerator measurement for strategic decision-making.Guide global marketing on brand centric measurement and creative learningsLead monthly Brand Equity & Creative performance stand up, presenting brand salience, imagery, creative performance outcomes to CMOs and Strategy team

Media and Channel partnership

Understand how channels drive brand equity versus conversion marketingGuide with learnings on fit-for-platform creative execution, comparing campaigns versus historical norms and platform best practicesEnsure channel creative measurement aligns with the brand’s positioning and business objectivesPartner with Media team on in-market Creative performance signals and creative post campaign analysis

Agency and capability team collaboration and data integrity

Partner with internal teams (Customer research, Marketing Applied Science, Marketing Excellence, measurement agencies, etc.) to understand research foundation, methodologies, cadence and leverageCollaborate with Marketing Applied Sciences team to ensure brand building and creative quality vectors factor into post campaign results and market mix model outcomesWork with global team on standard brand equity and creative measurement approaches

Senior Level Reporting, Interacting & Storytelling

Develop compelling presentations for senior leadership, translating complex data and research outcomes into single thread strategic recommendations.Integrate cross-brand insights and common themes to present a holistic view of marketing effectiveness.Institutionalize marketing analytics best practices, ensuring continuous optimization and performance improvement.Utilize tools (Brand Power, Creative Accelerator, Opportunity Finder, etc.) to generate actionable insights to refine advertising strategies and messaging that appeal to specific customer bases

Ad Hoc & Opportunity Analysis

Prioritize and manage ad-hoc analyses to address critical marketing questions and uncover untapped opportunities.Identify, frame, and quantify marketing and advertising opportunities through data-driven insights.Collaborate with the Experimentation Center of Excellence to propose testing strategies and optimize marketing ROI.

Additional Job Description

Qualifications & SKILLS:

Bachelor’s degree required; in marketing, Advertising, Business, Research or a related field preferred. Master’s degree is a plusMinimum of 7+ years of experience in advertising/marketing, with at least 3-5 years including research, strategy or insights related roles, within the automotive, CPG or similarly dynamic industryExperience in delivering recommendations to brand marketing leaders with metrics associated with driving brand equity and creative activation. Proven experience in managing large-scale, multi-channel creative and brand equity analysis in a fast-paced, dynamic environment with multiple stakeholdersStrong understanding of both digital and traditional advertising channels and their drivers of brand equity and considerationPeople leadership and coaching skills – guides critical thinking, expansive storytelling, influencing with a deep emphasis on customer behavior and insights applied to commercial actions Strong skills in Excel data blending with compelling Powerpoint visualization expertise.Tableau and PowerBi skills are an added plus.

A company vehicle will be provided for this role with successful completion of a Motor Vehicle Report review.
 

GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP NOW OR IN THE FUTURE. THIS INCLUDES DIRECT COMPANY SPONSORSHIP, ENTRY OF GM AS THE IMMIGRATION EMPLOYER OF RECORD ON A GOVERNMENT FORM, AND ANY WORK AUTHORIZATION REQUIRING A WRITTEN SUBMISSION OR OTHER IMMIGRATION SUPPORT FROM THE COMPANY (e.g., H-1B, OPT, STEM OPT, CPT, TN, J-1, etc.)

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