Sr. Strategist - Audience Activation
Job Description
This role is based remotely but if you live within a 50-mile radius of an office [Atlanta, Austin, Detroit, Warren, Milford or Mountain View], you are expected to report to that location three times a week, at minimum.
The Role
General Motors’ Marketing Applied Sciences (MAS) team is seeking a data-driven marketer with deep experience in marketing audience segmentation and analytics platforms (CDP, DMP, etc.), audience strategy, and operational processes. This role sits within the Enterprise Data & Analytics organization and plays a critical part in transforming GM’s data into actionable, personalized experiences. The Sr. Strategist, Audience Activation will be responsible for partnering with our brand and business teams to develop, govern, and activate marketing audience strategies. This individual will champion the delivery of intelligent, data-informed customer segmentation. Success in this role requires a blend of technical aptitude, marketing know-how, and cross-functional collaboration.
This role is ideal for someone who thrives at the intersection of data science and marketing strategy, and who is eager to shape the future of customer experiences at one of the world’s most iconic automotive brands.
What You’ll Do
Develop, implement, and execute roadmaps and strategies for audience segmentation and delivery to support GM brand initiatives across marketing channels
Design and build data-driven audience segments using advanced tools including Databricks, Adobe Real-Time CDP, and onboarding platforms to drive personalization at scale.
Partner with enterprise data and MarTech product teams to define platform and data requirements, identify new data sources, and develop audience segmentation in support of marketing strategy.
Work closely with data science teams to design and implement predictive audience strategies leveraging first- and third-party data.
Create and manage processes for segment governance, audits, and compliance with privacy policies and data-sharing regulations.
Translate campaign objectives and testing strategies into tactical audience segmentation logic for precise activation.
Act as a subject matter expert for GM’s audience data strategy, including the use of CDPs, DMPs, clean rooms, onboarding solutions, and identity resolution platforms.
Be a hands-on user of GM’s audience segmentation tools and platforms (e.g., Databricks, Adobe RTCDP, Adobe Audience Manager), and continually push the envelope on innovative segmentation and targeting strategies.
Stay informed on product roadmaps, new technologies, and evolving trends in data science, marketing technology, and personalization to identify and implement new capabilities.
Additional Job Description
Your Skills & Abilities (Required Qualifications)
5+ years of relevant experience in marketing audience segmentation, data science-informed targeting, and audience delivery strategy, or related field.
Bachelor’s degree in Marketing, Business, Data Science, Computer Science, or a related field.
Hands-on experience building audience segments using SQL is required.
Working knowledge of Python or other programming languages for data manipulation and model development is highly preferred.
Experience using Databricks, Adobe Real-Time CDP, Adobe Audience Manager, LiveRamp, Transunion and other customer data or segmentation platforms.
Deep understanding of marketing data ecosystems, including online/offline data sources, clean rooms, onboarding solutions, and ID resolution.
Demonstrated ability to lead projects that bridge marketing, data science, and technology to drive measurable outcomes.
Basic familiarity with privacy laws and data governance processes across global markets.
Ability to simplify complex data strategies into actionable marketing solutions and communicate technical concepts to non-technical stakeholders.
Strong collaborative mindset and experience working with cross-functional teams including marketers, engineers, data scientists, and agency partners.
This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.
Compensation:
The expected base compensation for this role is: $85,100 - $143,300. Actual base compensation within the identified range will vary based on factors relevant to the position.
Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.
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., H-1B, OPT, STEM OPT, CPT, TN, J-1, etc.)
#LI-CC1
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.
Benefits Overview
From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards Resources.
Non-Discrimination and Equal Employment Opportunities (U.S.)
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.
All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.
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.
Sr. Strategist - Audience Activation
Job Description
This role is based remotely but if you live within a 50-mile radius of an office [Atlanta, Austin, Detroit, Warren, Milford or Mountain View], you are expected to report to that location three times a week, at minimum.
The Role
General Motors’ Marketing Applied Sciences (MAS) team is seeking a data-driven marketer with deep experience in marketing audience segmentation and analytics platforms (CDP, DMP, etc.), audience strategy, and operational processes. This role sits within the Enterprise Data & Analytics organization and plays a critical part in transforming GM’s data into actionable, personalized experiences. The Sr. Strategist, Audience Activation will be responsible for partnering with our brand and business teams to develop, govern, and activate marketing audience strategies. This individual will champion the delivery of intelligent, data-informed customer segmentation. Success in this role requires a blend of technical aptitude, marketing know-how, and cross-functional collaboration.
This role is ideal for someone who thrives at the intersection of data science and marketing strategy, and who is eager to shape the future of customer experiences at one of the world’s most iconic automotive brands.
What You’ll Do
Develop, implement, and execute roadmaps and strategies for audience segmentation and delivery to support GM brand initiatives across marketing channels
Design and build data-driven audience segments using advanced tools including Databricks, Adobe Real-Time CDP, and onboarding platforms to drive personalization at scale.
Partner with enterprise data and MarTech product teams to define platform and data requirements, identify new data sources, and develop audience segmentation in support of marketing strategy.
Work closely with data science teams to design and implement predictive audience strategies leveraging first- and third-party data.
Create and manage processes for segment governance, audits, and compliance with privacy policies and data-sharing regulations.
Translate campaign objectives and testing strategies into tactical audience segmentation logic for precise activation.
Act as a subject matter expert for GM’s audience data strategy, including the use of CDPs, DMPs, clean rooms, onboarding solutions, and identity resolution platforms.
Be a hands-on user of GM’s audience segmentation tools and platforms (e.g., Databricks, Adobe RTCDP, Adobe Audience Manager), and continually push the envelope on innovative segmentation and targeting strategies.
Stay informed on product roadmaps, new technologies, and evolving trends in data science, marketing technology, and personalization to identify and implement new capabilities.
Additional Job Description
Your Skills & Abilities (Required Qualifications)
5+ years of relevant experience in marketing audience segmentation, data science-informed targeting, and audience delivery strategy, or related field.
Bachelor’s degree in Marketing, Business, Data Science, Computer Science, or a related field.
Hands-on experience building audience segments using SQL is required.
Working knowledge of Python or other programming languages for data manipulation and model development is highly preferred.
Experience using Databricks, Adobe Real-Time CDP, Adobe Audience Manager, LiveRamp, Transunion and other customer data or segmentation platforms.
Deep understanding of marketing data ecosystems, including online/offline data sources, clean rooms, onboarding solutions, and ID resolution.
Demonstrated ability to lead projects that bridge marketing, data science, and technology to drive measurable outcomes.
Basic familiarity with privacy laws and data governance processes across global markets.
Ability to simplify complex data strategies into actionable marketing solutions and communicate technical concepts to non-technical stakeholders.
Strong collaborative mindset and experience working with cross-functional teams including marketers, engineers, data scientists, and agency partners.
This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.
Compensation:
The expected base compensation for this role is: $85,100 - $143,300. Actual base compensation within the identified range will vary based on factors relevant to the position.
Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.
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., H-1B, OPT, STEM OPT, CPT, TN, J-1, etc.)
#LI-CC1
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.
Benefits Overview
From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards Resources.
Non-Discrimination and Equal Employment Opportunities (U.S.)
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.
All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.
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.