Head of Marketing Applied Science & Intelligence

Job Description

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

• 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.

• Owning a strategic roadmap with executable outcomes to provide business value and impact.

• Having exceptional stakeholder management skills, able to prioritize asks, and move requests from the point of curiosity into realized data products, insights, and solutions.

• Possessing knowledge of how to map data skills, techniques, and tools to problems.

• Working with a product owner and teammates to develop requirements definitions.

• Exhibiting a perspective of constrained curiosity, asking why, and suggesting experimentation to drive incremental impact.

• 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.

• Provide leadership and research practice standards to the team and manage project timelines and deliverables.

• 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.

• Lead Market Research projects, including their design, data collection methodology (e.g., sampling plans), summarization and analysis of results, and presentation of findings.

• Leading, mentoring, and developing a team that can tackle diverse problems across the business, identifying strengths and weaknesses and allocating accordingly.

• 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.

Additional Job Description

QUALIFICATIONS

• Bachelor’s degree in Marketing, Communications, Advertising, Analytics or a related field

• 9+ years of experience in analytics, data science, or quantitative insights in an enterprise setting.

• 5+ years working with a marketing / media team on shared objectives.

• 2+ years of experience successfully leading technical teams or work.

• Ability to evaluate the big picture and solve business problems rather than focusing solely on metrics.

• Deep knowledge around the proper application of statistical/econometric modeling (hierarchical Bayes, fixed/random effects, survival analysis, latent class modeling, non—random treatment effects, endogeneity correction), univariate and multiple time series analysis (ARIMA, VAR, StateSpace), supervised and unsupervised machine learning models.

• Prior experience with at least one of the following methodologies: customer lifetime value, customer loyalty and churn, behavior-based segmentation, causal inference, incrementality modeling, multi-touch attribution, propensity modeling or targeting.

• Skilled in multiple programming languages and statistical analyses/ machine learning tools (Python, R, SAS, SQL, Pyspark) and extensive experience in Big Data platforms (AWS, S3, Azure/Databricks).

• Experience with automotive market research vendor portals (JD Power, IHS Markit, Maritz, Kantar, Numerator, mTab, etc.) is preferred.

• Strong drive for results and intellectual curiosity; must be a self-starter.

• Ability to train, mentor, and evaluate the technical capabilities of others.

• Prior experience evaluating and/or hiring high-performing talent.

• Strong project management skills with demonstrated success.

• Familiarity with Agile project management and product development.

• Ability to prioritize and manage multiple tasks and projects at once without sacrificing quality.

• Excellent team player with strong interpersonal skills and a highly collaborative work style.

• Excellent oral, listening, presentation, and written communication skills.

Benefits:

The goal of the General Motors of Canada total rewards program is to support the health and well-being of you and your family. Our comprehensive compensation plan currently includes the following benefits, in addition to many others:

• Paid time off including vacation days, holidays, and supplemental benefits for pregnancy, parental and adoption leave.

• Healthcare, dental and vision benefits including health care spending account and wellness incentive.

• Life insurance plans to cover you and your family.

• Company and matching contributions to a Defined Contribution Pension plan to help you save for retirement.

• GM Vehicle Purchase Plan for you, your family, and friends

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.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us 

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Non-Discrimination and Equal Employment Opportunities

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

Accommodations

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