Marketing Applied Science Specialist - Buick & GMC

Job Description

This role 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.

The Marketing Applied Science Specialist is knowledgeable in methodology and practice of marketing analytics & Research. This individual has experience with measurement and media mix modeling, including advanced econometrics and statistical methods used to qualify media impacts. This person also has knowledge in the economics of media channels (i.e., TV, Display, Paid Search, Paid Social, Programmatic, etc) and measurement of ROAS lift.

You will take ownership for spearheading and driving an insights-first learning agenda which supports corporate strategy, marketing, product planning and sales. The role will curate and interpret insights to help shape brand positioning, product and contenting, marketing communication, and go-to-market strategies. Advanced insight synthesis and persuasive storytelling skills are a must.

This person will work closely with teammates in Marketing Applied Sciences and stakeholders in GM’s vehicle brands to ensure objective performance evaluation, and optimization of audience activation that drive sales. Assist in the development of advanced marketing models, drawing insights, and creating scalable products that identify channel and tactic level high return on investment.

You will also provide strategic planning supporting GM’s vehicle brands (e.g., Chevrolet, Buick, GMC, and Cadillac). 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.

KEY RESPONSIBILITIES:

• Work on a cross-functional team to help implement high-impact, data-driven solutions to address business challenges in the vehicle brand marketing teams.

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

• Consumer and Competitive Intelligence – Review market and consumer data about our competitors and customers in the Canadian market. Develop reporting and analysis around key industry events and consumer shifts, including auto shows, new competitive launches, and consumer behavioural shifts.

• Data and Vendor Management – Work with our market research and data partners to develop deep understanding and expertise with their capabilities, and how to incorporate their offerings into your analysis.

• Communication – Developing, sharing, and presenting research to Brand teams, Senior Leadership, and Dealer Principals. Develop and nurture high quality, collaborative partnerships and relationships within the organization, and with our vendors.

• Apply advanced data-driven modeling techniques to inform decision making and solve complex business problems:

  • Performing exploratory and targeted data analyses.

  • Undertake preprocessing of structured data.

  • Monitor and sustain model effectiveness.

  • Present complex information using data visualization techniques.

• Work with diverse technical teams and provide data and analytical insights to ensure project deliverables fulfill business needs and timing.

• 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.

• Possess familiarity with marketing media measurement techniques, including MMM, MTA, unified attribution, ROAS level testing, and various industry measurement media platforms.

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

• Participate in Marketing Planning sessions with GM Brands, Agency Partners, and External Suppliers to guide our approach to understanding our customers.

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

QUALIFICATIONS:

• Master’s Degree or Ph.D. in Data Science, Operations Research, Psychometrics, Marketing Science, Finance, (Bio)Statistics, Econometrics, Computer Science, Applied Mathematics, or another quantitative field
• 5 years of experience as a market researcher.
• Strong written and presentation skills, with experience in communicating research results to a business audience.
• Demonstrated analytical research capabilities; a portfolio of prior analysis work that can be shared is an asset.
• Understanding of qualitative research techniques, and their limitations.
• Proficient writing Python/R (modeling) and SQL/Spark (data), working with Pandas, StatsModels, PYMC, TensorFlow, Pytorch, Spark/ML, sklearn, numpy and related packages.
• Desired familiarity in marketing analytics and advanced methods such as: customer lifetime value, media mix modeling (MMM), multi-touch attribution (MTA), consumer choice (multinomial logit), time-series forecasting, hierarchical bayes, panel-data methods (fixed/random effects), censored/truncated regressions, selection models, non-random treatment effects, hazard /survival models, structural equation modeling, item response theory, latent class regression.
• Discipline in managing multiple projects simultaneously.
• Automotive industry experience is an asset.
• Market research experience in consumer goods is an asset.
• Experience with automotive market research vendor portals (JD Power, IHS Markit, Maritz, Kantar, Numerator, mTab, etc.) is preferred.

Join Us: At General Motors, we’re not just transforming marketing; we’re setting the pace for the industry. If you’re ready to lead with influence, embrace change, and drive the brand towards a future of creative brilliance, we want to hear from you.

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

General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us or call us at 800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.