The Head of Programmatic Media Strategy and Activation will develop the future vision and strategy for General Motors’ programmatic media approach. This role will lead a team of programmatic media experts across core GM vehicle brands (Chevrolet, GMC, Buick, and Cadillac) as well as non-vehicle brands (e.g., OnStar). The selected candidate will lead this team in the development of a programmatic media strategy, budgeting, reporting, optimization, vendor selection, platform operations, definition of consistent processes, and identification of innovation opportunities. This will be a highly collaborative role, working closely with the broader MediaOne team and agency partners to level up GM’s programmatic media approach across the enterprise.
The candidate will be responsible for the ongoing management and performance of the programmatic media team including presentations of results, recommended coordination across brands and tiers (i.e., national, regional, local), and recommended structure of team. This candidate will have deep experience with the major programmatic media players and a passion for continuous innovation and improvement. This is a great opportunity for a strong leader with deep experience in programmatic media to help build iconic brands while getting more consumers interested in our products!
Major Duties and Responsibilities
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Develop and execute comprehensive programmatic media strategies aligned with business objectives and reach targets
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Lead a team of programmatic media professionals, providing guidance, mentorship, and support to drive upskilled performance and career development
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Work closely with GM Programmatic COE to build and execute a holistic enterprise programmatic media approach
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Build and maintain excellent relationships and ways of working with cross-functional teams, including other media channels, (e.g. search, social, direct buying) to align programmatic media initiatives with overall business goals
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Monitor trends in programmatic media tools, applications, formats, design, and strategy to ensure the company remains at the forefront of industry advancements (particularly with the influence of AI)
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Ensure compliance with industry regulations, best practices, search platform capabilities and policies
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Oversee the day-to-day planning, management, and implementation of all programmatic media platforms, including emerging platforms
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Oversee programmatic media budget management to ensure efficient use of spend and allocation of resources
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Accountable for the delivery of key performance indicators (KPIs)
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Develop and deliver regular reports and presentations to brand teams and leadership, providing insights into campaign performance, trends, and opportunities for improvement
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Manage publisher and vendor relationships with an eye to identifying innovation opportunities
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Work with other channel leads and Media Services/Operations to develop search best practices and learning agendas to improve effectiveness
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Stay apprised of new technologies and trends and have keen understanding of the programmatic media landscape to incorporate into media driven solutions
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Develop strategies that ensure seamless coordination and collaboration of national, regional, and local programmatic media strategies
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Provide programmatic media leadership and guidance for global markets
Requirements/Skills and Abilities
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10+ years’ experience in digital media, with demonstrated hands-on development and leadership of programmatic media initiatives
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Solid understanding of all areas of media with strong familiarity of programmatic media vendors (DV360, TradeDesk, Yahoo, Amazon, etc.) and tactics
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Demonstrated ability to own and effectively manage a large media budget across multiple business units
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Ability to offer a clear POV and a strong rationale to defend position as GM’s programmatic media SME
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Ability to prioritize and tie all programmatic media plans to broader enable success of corporate and brand business plans
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Ability to communicate strategy and plans effectively
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Ability to form strong relationships with key programmatic media partners to ensure strong plan development and best pricing
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A self-starter with the ability to think strategically
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Experience working with or for media agencies, in-house team experience preferred
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Excellence in PowerPoint and Excel
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Excellent communication, presentation, co-ordination and project management skills
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Analytical skills
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Ability to multi-task across many initiatives at one time
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Bachelor's degree
This position requires the ability to legally operate a motor vehicle on a regular basis. A company vehicle will be provided for this role with successful completion of a Motor Vehicle Report review.
Compensation:
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The expected base compensation for this role is: ($175,500-$268,800). Actual base compensation within the identified range will vary based on factors relevant to the position.
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Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
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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.
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