Sr. Strategist, Audience Activation

General Motors of Canada; United States; Remote; USD 85,000 - 144,000; Full time

Job summary

A leading global automotive company is seeking a Sr. Strategist for Audience Activation in their Marketing Applied Sciences team. This role blends marketing strategy with data science to create personalized customer experiences. Ideal candidates have extensive experience in data-driven marketing and audience segmentation.

Benefits

Medical, dental, vision plans

Health Savings Account and Flexible Spending Accounts

Retirement savings plan

Paid vacation & holidays

Tuition assistance programs

GM vehicle discounts

Qualifications

• 5+ years of experience in marketing audience segmentation.
• Hands-on experience using SQL to build audience segments.
• Understanding of marketing data ecosystems and privacy laws.

Responsibilities

• Develop and implement strategies for audience segmentation.
• Partner with teams to define data needs and audience strategies.
• Manage segment governance and compliance processes.

Skills

Marketing audience segmentation

Data science-informed targeting

Audience delivery strategy

SQL

Python

Collaboration

Education

Bachelor’s degree in Marketing, Business, Data Science, or related field

Tools

Databricks

Adobe Real-Time CDP

Adobe Audience Manager

LiveRamp

Job description

Job Description

This role is based remotely but if you live within a 50-mile radius of an office [Atlanta, Austin, Detroit, Warren, Milford or Mountain View], you are expected to report to that location three times a week, at minimum.

The Role

General Motors’ Marketing Applied Sciences (MAS) team is seeking a data-driven marketer with deep experience in marketing audience segmentation and analytics platforms (CDP, DMP, etc.), audience strategy, and operational processes. This role sits within the Enterprise Data & Analytics organization and plays a critical part in transforming GM’s data into actionable, personalized experiences. The Sr. Strategist, Audience Activation will be responsible for partnering with our brand and business teams to develop, govern, and activate marketing audience strategies. This individual will champion the delivery of intelligent, data-informed customer segmentation. Success in this role requires a blend of technical aptitude, marketing know-how, and cross-functional collaboration.

This role is ideal for someone who thrives at the intersection of data science and marketingstrategy, and who is eager to shape the future of customer experiences at one of theworld’s most iconic automotive brands.

What You’ll Do

• Develop, implement, and execute roadmaps and strategies for audiencesegmentation and delivery to support GM brand initiatives across marketingchannels

• Design and build data-driven audience segments using advanced tools includingDatabricks, Adobe Real-Time CDP, and onboarding platforms to drivepersonalization at scale.

• Partner with enterprise data and MarTech product teams to define platform and datarequirements, identify new data sources, and develop audience segmentation insupport of marketing strategy.

• Work closely with data science teams to design and implement predictive audiencestrategies leveraging first- and third-party data.

• Create and manage processes for segment governance, audits, and compliancewith privacy policies and data-sharing regulations.

• Translate campaign objectives and testing strategies into tactical audiencesegmentation logic for precise activation.

• Act as a subject matter expert for GM’s audience data strategy, including the use ofCDPs, DMPs, clean rooms, onboarding solutions, and identity resolution platforms.

• Be a hands-on user of GM’s audience segmentation tools and platforms (e.g.,Databricks, Adobe RTCDP, Adobe Audience Manager), and continually push theenvelope on innovative segmentation and targeting strategies.

• Stay informed on product roadmaps, new technologies, and evolving trends in datascience, marketing technology, and personalization to identify and implement newcapabilities.

Additional Job Description

Your Skills & Abilities (Required Qualifications)

• 5+ years of relevant experience in marketing audience segmentation, data science-informed targeting, and audience delivery strategy, or related field.

• Bachelor’s degree in Marketing, Business, Data Science, Computer Science, or arelated field.

• Hands-on experience building audience segments using SQL is required.

• Working knowledge of Python or other programming languages for datamanipulation and model development is highly preferred.

• Experience using Databricks, Adobe Real-Time CDP, Adobe Audience Manager,LiveRamp, Transunion and other customer data or segmentation platforms.

• Deep understanding of marketing data ecosystems, including online/offline datasources, clean rooms, onboarding solutions, and ID resolution.

• Demonstrated ability to lead projects that bridge marketing, data science, andtechnology to drive measurable outcomes.

• Basic familiarity with privacy laws and data governance processes across globalmarkets.

• Ability to simplify complex data strategies into actionable marketing solutions andcommunicate technical concepts to non-technical stakeholders.

• Strong collaborative mindset and experience working with cross-functional teamsincluding marketers, engineers, data scientists, and agency partners.

This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.

Compensation:

• The expected base compensation for this role is: $85,100 - $143,300. Actual base compensation within the identified range will vary based on factors relevant to the position.

• Bonus Potential:An incentive pay program offers payouts based on company performance, job level, and individual performance.

• Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.

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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