Marketing Integrated Insights Lead

The Marketing Integrated Insights Lead is a strategic driver within the Marketing Strategy Intelligence team, ensuring data-informed decision-making across marketing strategy, product, creative and performance intelligence. This role is responsible for defining marketing performance objectives in creative and branhd equity, contextualizing cross-channel outcomes. This role requires the crafting of compelling, consumer-centric, data-driven narratives that optimize marketing efforts and assessing their impact on brand equity. The ideal candidate possesses a strong analytical background, expertise in performance marketing measurement and brand strategy, and the ability to distill complex data into clear, strategic recommendations for brand leadership. This is open role will support the brand performance and strategy teams on either Buick or GMC.

Key Responsibilities

Marketing Performance & Brand Strategic Insights

• Analyzing creative quality and effectiveness
• Implement performance measurement frameworks for marketing campaigns, particularly for creative performance, cross channel outcomes and in market metrics.
• Conduct post-campaign analysis to uncover insights and guide future optimization strategies.
• Partner with internal teams and agencies to define objective-led KPIs and key business questions to drive data-driven marketing decisions, or collate multiple sources of information to answer business contextual or marketing related questions.
• Utilize and leverage new performance metrics of Core Segment Salience, Brand Power and Creative Accelerator measurement for strategic decision-making and brand guidance.
• Mine Demand Spaces, NVCS, YouGov, Brand Power and Creative Accelerator and other sources/platforms to provide guidance for brand product marketing and brand strategy teams.
• Measuring and analyzing brand equity through Brand Power trends for GMC brand

Cross-Channel Analytics & Strategic Recommendations

• Direct the analysis of cross-channel performance data, identifying trends and opportunities for brand growth.
• Provide business teams with data-backed performance targets, leveraging forecasting models to guide strategic decision-making.
• Implement standardized marketing success metrics to ensure consistency with other divisional brands.
• Lead cross-functional teams to integrate brand insights and align stakeholders on marketing effectiveness strategies
• Help guide GMC or Buick positioning through strategic insights from various MSI tools to sharpen messaging for overall brand and portfolio

Agency Collaboration & Data Integrity

• Collaborate with agency partners and internal teams to maintain data accuracy and ensure high-quality reporting.
• Establish a learning agenda focused on key business questions, mid-campaign optimizations, and final comprehensive campaign readouts for brand teams.

Senior Level Reporting & Storytelling

• Develop compelling presentations for senior leadership, translating complex data into strategic recommendations.
• Integrate cross-brand insights and common themes to present a holistic view of marketing effectiveness.
• Institutionalize marketing analytics best practices, ensuring continuous optimization and performance improvement.

Ad-Hoc & Opportunity Analysis

• Prioritize and manage ad-hoc analyses to address critical marketing questions and uncover untapped opportunities.
• Identify, frame, and quantify marketing and advertising opportunities through data-driven insights.
• Collaborate with the Experimentation Center of Excellence to propose testing strategies and optimize marketing ROI.
• Identify trends and opportunities for brand growth using both internal and external data sources

Required Skills & Experience

• Bachelor’s degree required, preferred in marketing or business
• 5+ years in marketing analytics, insights, or a related field within a marketing organization.
• Proven expertise in measuring and optimizing marketing campaigns across multiple channels.
• Strong ability to present to senior leadership, providing strategic insights that drive business decisions.
• Experience managing cross-brand deliverables, integrating data into a cohesive strategic narrative.
• Ability to work across multiple agencies and internal stakeholders, ensuring insights are delivered efficiently.
• Track record of quantifying marketing opportunities and aligning KPIs with brand priorities and campaign objectives.

Technical Skills

• Strong analytical and problem-solving abilities, with thought leadership in data-driven marketing.
• Expertise in marketing performance metrics, strategic insights, and optimization methodologies.
• Familiarity with both online and offline marketing channels, CRM systems, and creative measurement tools.
• Proficiency in Excel for data analysis and PowerPoint for presentations.
• Hands-on experience with data visualization tools like Tableau and Power BI.

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., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc). This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}. This job may be eligible for relocation benefits.

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