Job Description
This role is categorized as HYBRID. This means the successful candidate is expected to report to GM - Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits.
Global Demand Spaces/Creative Insights Lead possesses extensive knowledge of marketing segmentation, creative testing excellence, campaign analytics understanding, paired with exemplary tracking knowledge and strategic/brand equity building insight. They work cross-functionally and collaboratively with US and Global brands, leading measurement, insight generation, media insight execution measurement and brand positioning recommendation development.
They will serve as the lead for Global Brand creative measurement, Demand Spaces / FFR performance reporting, strategy/positioning recommendations, human ‘segment’ data storytelling, media guidance insights & recommendations. They will lead both GM and contractor teams (multi-layer), guide GMR and associated agencies, that will drive towards PDMs vision of being a consumer centric source of competitive advantage in creative marketing performance measurement.
The incumbent will lead a CoE function responsible for the utilization of brand equity related frameworks (Demand Spaces/FFR, Creative excellence, Equity tracking, Ehrenberg Bass).
Responsibilities include:
- Provide Demand Spaces insights to ensure brands deliver focused, distinctive marketing (delivering positive FFR results)
- Launch & maintain Creative Excellence KPI, holding marketing and CAORs accountable for FFR/HVB delivery
- Tie Demand Spaces and Creative excellence to brand tracking insights (Brand Power)
- Lead the commercial implementation of Ehrenberg Bass philosophies of growth
- Establish and leverage Social listening practice for brand equity, creative and earned insights
- Collaborate across PDM & GMR disciplines to deliver united and holistic reporting, KPI development and tracking
- Manage standardized marketing measurement for Global (non-US) Markets brands (omni-channel/cross-tier/overall business reviews), with the goal of improving consumer experiences and increasing sales opportunities.
- Distill large marketing data sets into actionable insights and recommendations, expert storyteller on human behavior blended with strong commercial acumen
- Deliver reporting updates to CMO and executive branch, provide global POV in CEO update materials as needed
- Develop and implement one common creative measurement strategy - deliverables and delivery process (i.e. dashboards, reporting, strategic insights and recommendations)
- Educate business partners on GM’s standardized performance measurements, ensuring alignment of Key Performance Indicators and advising on how campaign measurement can assist in driving better business decisions.
- Proactively work with brand leads, media team and other key stakeholders to help them identify opportunities to improve brand positioning strategy and creative enhancements.
- Lead creative, Demand Spaces and EBI learning agenda development across teams
- Participate in measurement/KPI planning for existing and emerging channels
- Develop and grow our Insight Leads both directly and across PDM (fully landed team size of 6)
Qualifications:
- 8+ years’ experience with automotive analytics or marketing analytics
- Experience in strategy and commercial business reporting highly advantageous
- Experience in guiding campaign analytics across creative, market segmentation and brand health insight workstreams
- Deep understanding of segmentation models, from methodology to commercial application
- Experience in managing insights for strategic planning – equity, brand positioning, creative
- Able to build frameworks that advance GM marketings ability to build holistic, consumer centric brand strategies
- Expert in Creative analytics with a deep knowledge of methodologies across channels, survey to observational analytics, pre, post, always on and dynamic testing approaches
- Excellent collaboration skills across diverse internal marketing teams, creative agencies and media vendors
- Experience in creative agencies, strategy consulting, creative measurement agencies is a plus. A consumer-centric, results-driven mindset - with a portfolio of achievements to back it up
- Demonstrated ability to work proactively and independently while also guiding strategy and collaborating with stakeholders to share ideas and solve problems
- Highly organized and process-oriented
- Easily able to manage and prioritize multiple high priority projects
- Comfortable establishing and enforcing new standards and processes to ensure alignment
- Marketing/sales background/experience is an added advantage for the incumbent
Additional Job Description
GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP (e.g., H-1B, TN, STEM OPT, etc.) NOW OR IN THE FUTURE
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• Paid time off including vacation days, holidays, and parental leave for mothers, fathers and adoptive parents;
• Healthcare (including a triple tax advantaged health savings account and wellness incentive), dental, vision and life insurance plans to cover you and your family;
• Company and matching contributions to 401K savings plan to help you save for retirement;
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• Tuition assistance and student loan refinancing;
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We encourage interested candidates to review the key responsibilities and qualifications and apply for any positions that match your skills and capabilities.
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