This role is categorized as hybrid. This means the successful candidate is expected to report to the Oshawa Elevation Centre or Markham Elevation Centre three times per week.
ROLE SYNOPSIS
The Head of Marketing Applied Science & Intelligence is the internal expert on the methodology and practice of targeting prospective vehicle audiences. The ideal candidate has deep technical expertise in best-in-class targeting methodologies, integration of 1P/3P data sources, onboarding of identity resolution services, and media/channel platforms.
The individual has expertise in data privacy issues, Martech concepts and demand generation tactics. This leader will work closely with stakeholders in the vehicle brands and the Performance Marketing teams to ensure business acceptance of proposed methods, objective performance evaluation, and optimization of audience activation that drive sales.
As a leader with a technical background, you will be responsible for leading a team of hands-on practitioners, drawing insights, and creating scalable data products and models that identify targeting and activations with high return on investment, via hypothesis testing, prototyping, and experimentation. Our team is focused on delivering future-focused, consumer-centric, prescriptive solutions that allow GM to stay proactive and nimble in our exciting transition to EVs. You will be an ambassador for the greater Enterprise Data, Analytics, and Insights team, and focused on democratizing data and decisions. You will lead a team and be tasked with their growth and development through instruction, education, coaching and mentorship, amplifying the value and impact that analytics can make across GM.
A critical component of this role is Market Research. You will provide strategic planning and serve a leadership role supporting GM’s vehicle brands (e.g., Chevrolet, Buick, GMC, and Cadillac) as well as non-vehicle Brands (e.g., OnStar, Certified Service, Envolve). Working closely with Research partners (Ipsos, Martiz, Environics, YouGov, JD Power, IHS, etc) to assemble data and develop insights relevant for the Performance Marketing, Product Planning, and Retail teams. You will regularly leverage a broad array of syndicated studies, proprietary market data, and consumer research to understand our Canadian automotive customers, see how our competitive landscape is changing, and guide our company’s long-term product strategy.
This leader has balance – they strike the right chord of technical leadership and coaching, humbly elevating and advocating for their team – with an equilibrium of storytelling, showing influence and strategic focus for peers and leaders of supporting functions, enabling them to drive revenue growth.
KEY RESPONSIBILITIES
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Possessing contextual business knowledge and functional domain expertise in the advertising and media space, showing a proven ability of using data, analytics, and insights to add revenue and business-impacting value in this via audience selection and behavioral engagement.
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Owning a strategic roadmap with executable outcomes to provide business value and impact.
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Having exceptional stakeholder management skills, able to prioritize asks, and move requests from the point of curiosity into realized data products, insights, and solutions.
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Possessing knowledge of how to map data skills, techniques, and tools to problems.
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Working with a product owner and teammates to develop requirements definitions.
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Exhibiting a perspective of constrained curiosity, asking why, and suggesting experimentation to drive incremental impact.
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Exhibiting the ability to tell a succinct, data-driven story in any forum and tailor delivery to a wide range of stakeholder levels, from analyst to senior executive.
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Provide leadership and research practice standards to the team and manage project timelines and deliverables.
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Participate in Marketing Planning sessions with GM Brands, Agency Partners, and External Suppliers to guide our approach to understanding our customers and represent their voice to our Teams.
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Lead Market Research projects, including their design, data collection methodology (e.g., sampling plans), summarization and analysis of results, and presentation of findings.
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Leading, mentoring, and developing a team that can tackle diverse problems across the business, identifying strengths and weaknesses and allocating accordingly.
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Ensuring a superior level of delivery quality at all levels of their organization through the creation of internal structures and extensible frameworks to manage accountability and develop staff.
