This rol e is categorized as hybrid. This means the successful candidate is expected to report to the Oshawa or Markham Elevation Centre at least three times per week. GM Canada’s Marketing Technology team is seeking a data-driven marketing leader with expertise in customer journey analysis, audience creation and omnichannel marketing activation. This role is pivotal in transforming customer insights into measurable marketing outcomes that drive business impact. As the Customer Intelligence & Audience Activation Lead, you will be responsible for designing, building, and activating targeted audiences across GM Canada’s marketing organization. You will enable personalized and scalable engagement strategies, ensuring audiences are leveraged across channels. This role will also manage the implementation and auditing of our tracking framework, to ensure our strategies are measurable, optimized, and aligned with our business goals. This role is the connective tissue between data, marketing, product and media and plays a critical part in transforming GM’s data into actionable, personalized audiences and experiences. Success in this role requires a blend of technical aptitude, marketing know-how, and cross-functional collaboration. Duties and Responsibilities: Audience Analysis and Activation Partner with brand and business teams to define, develop, and operationalize audience segmentation that aligns with marketing goals Lead audience design and activation across key platforms (e.g., CDPs, DSPs) to support personalized, multi-channel journeys (e.g. email, paid media, social, web, etc.) Conduct cross-functional customer journey and behavioral analysis using products like Adobe’s Customer Journey Analytics, Customer Data Platform (CDP) or Adobe Analytics to identify high-value segments, growth opportunities, and optimization points across the funnel Be a hands-on user of GM’s audience segmentation, analysis tools and platforms (e.g., Databricks, Adobe’s CDP, Customer Journey Analytics), to create innovative segmentation and targeting strategies using GM’s first- and third-party data Manage audience creation, activation, and measurement, ensuring consistency, accuracy, and scalability Utilize results of audience and customer journey analysis to inform content, campaign, and channel strategies Drive best practices and innovation in audience management, leveraging advanced analytics, testing and marketing automation tools (e.g. Adobe Ai Assistant) Assist Marketing Technology Manager in identifying and integrating new data sources within Adobe’s CDP for enhanced audiences
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