Media Strategy Manager

General Motors of Canada; Markham; Hybrid; CAD 90,000 - 120,000; Full time

Job summary

General Motors of Canada seeks a Media Strategy Manager to drive digital advertising success by developing and optimizing media strategies. The ideal candidate will have a strong background in digital media, leadership experience, and a passion for leveraging innovative approaches in a hybrid work environment.

Benefits

Paid time off and holidays

Healthcare, dental, vision benefits

Life insurance plans

Defined Contribution Pension plan

GM Vehicle Purchase Plan

Qualifications

• 8+ years in digital media strategy, planning, and buying.
• 4+ years in leadership or management role.
• Experience managing significant digital media budgets.

Responsibilities

• Develop digital media strategies across various channels.
• Manage relationships with external media agencies.
• Lead forecasting and planning aligned with retail activities.

Skills

Analytical Skills

Leadership

Strategic Thinking

Project Management

Digital Media Expertise

Education

Bachelor's degree in Marketing, Business, or Communications

Master's degree

Tools

Google Ads

Meta Ads Manager

TikTok Ads

LinkedIn Ads

Adobe Analytics

Job description

Job Description

This role is categorized as hybrid. The successful candidate is expected to report to the Oshawa or Markham Elevation Centre at least three times per week.

Reporting to the CMO at General Motors, the Media Strategy Manager (Digital Focus) will be a key driver of our digital advertising success, responsible for developing, executing, and optimizing comprehensive digital media strategies that align with our overall marketing and business objectives. This role requires a deep understanding of the digital media landscape, strong analytical skills, and a proven ability to translate insights into actionable strategies that drive measurable results. The ideal candidate will be a strategic thinker, a collaborative team player, and passionate about leveraging digital channels to reach and engage our target audiences.

The position requires strong leadership skills to manage direct reports and external agencies, as well as cross-functional collaboration.

KEY RESPONSIBILITIES:

• Strategy and Leadership:
• Develop and refine holistic digital media strategies across various platforms and channels (e.g., search, social, programmatic display, video, CTV, broadcast, etc.) to achieve specific marketing goals and drive high-value behaviors.
• Work closely with Marketing Applied Science teams to utilize in-depth audience research, competitive analysis, and market trend analysis to inform strategic recommendations.
• Define target audiences, media mix, budget allocation, and KPIs for all campaigns.
• Stay abreast of the latest digital media trends, technologies, and best practices to ensure strategies remain cutting-edge.
• Lead & develop full funnel media planning across national brands and regional teams.

• Relationship Management:
• Manage relationships with external media agencies, ad tech vendors, and platform representatives (e.g., Google, Meta, TikTok) to foster strong partnerships and ensure access to the latest tools and insights.
• Collaborate effectively with internal marketing teams, sales, and product development to support broader business objectives.

• Cross-functional Collaboration:
• Interface with Web Platform, Product Marketing, MarTech, Marketing Applied Science, Media & Customer Lifecycle Management teams.
• Coordinate with design, technology, and MarTech teams to ensure effective feature delivery, focusing on Test & Learn and experimentation to optimize content and features.
• Work with global teams to ensure consistent brand experiences in customer execution.

• Performance Optimization:
• Establish governance of media KPIs aligned with business outcomes (sales).
• Lead forecasting and planning activities closely aligned with retail activities.
• Oversee significant media budgets across national & regional levels.

Qualifications:

• Bachelor's degree in Marketing, Business, Communications, or a related field. Master's degree is a plus.
• 8+ years of progressive experience in digital media strategy, planning, and buying, either in-house or at a media agency.
• 4+ years in a leadership or management role overseeing a team of media professionals.
• Excellent project management and analytical skills.
• Experience managing significant digital media budgets.
• Expertise in platforms like Google Ads, Meta Ads Manager, TikTok Ads, LinkedIn Ads, DSPs like The Trade Desk, DV360.
• Proficiency in web analytics platforms (e.g., Adobe Analytics).
• Strong understanding of ad serving technologies, measurement methodologies, and attribution models.
• Familiarity with Media Mix Models.
• Ability to present to senior leadership and dealership partners regularly.
• Experience leading teams and delegating workloads.
• Strong strategic thinking and ability to connect media tactics to business outcomes.
• Proven ability to lead agency partners and cross-functional teams in large organizations.
• Strong understanding of digital creative, media, and measurement practices.
• Global market experience and budget management skills.
• Excellent written and verbal communication skills.
• Automotive brand experience is a plus.

Join Us: At General Motors, we’re transforming marketing and setting the pace for the industry. If you’re ready to lead with influence, embrace change, and drive the brand towards a future of creative brilliance, we want to hear from you.

Benefits:

The GM total rewards program supports your health and well-being, including:

• Paid time off, holidays, and benefits for pregnancy, parental, and adoption leave.
• Healthcare, dental, vision benefits, health care spending account, and wellness incentives.
• Life insurance plans for you and your family.
• Company and matching contributions to a Defined Contribution Pension plan.
• GM Vehicle Purchase Plan for you, your family, and friends.

GM does not provide immigration sponsorship for this role. Do not apply if you will need sponsorship now or in the future.

About GM

Our vision: a world with Zero Crashes, Zero Emissions, and Zero Congestion. We embrace the responsibility to lead change for a better, safer, and more equitable world.

Why Join Us

We believe in making daily choices to drive meaningful change through words, deeds, and culture. Every employee should feel they belong to one GM team.

Non-Discrimination and Equal Opportunities

GM is committed to a workplace free of unlawful discrimination, fostering inclusion and belonging. We encourage candidates to review key responsibilities and qualifications, and apply for roles matching their skills. Applicants may be required to complete assessments or screenings. Learn more at How we Hire.

Accommodations

GM offers opportunities for all, including individuals with disabilities. If you need accommodations, email us or call 800-865-7580, including details of your request, the job title, and requisition number.