Manager, Brand Integrated Intelligence

Description

This role is categorized as hybrid. This means the successful candidate is expected to report to GM Global Technical Center- Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits. Buick / GMC Integrated Intelligence Manager This is a brand focused creative and brand equity intelligence provider within the Marketing Strategy Intelligence team, ensuring data-informed decision-making across product marketing (left) and marketing strategy (center) pillars in the marketing organization. You will be responsible for tracking and providing insights on brand equity, imagery and creative performance objectives, crafting compelling data-driven narratives that optimize marketing efforts. The successful candidate must possess a strong blend of marketing, brand equity, creative and brand research experience, with expertise in defining, analyzing creative and equity performance measurement to influence and shape brand positioning and creative strategy. WHAT YOU'LL DO : Brand & Creative Performance Insights Implement performance measurement frameworks for marketing campaigns including Creative KPIs (Creative Quality, Brand and Imagery Impacts) Conduct post-campaign analysis to uncover insights and guide future Creative and brand positioning strategies. Partner with internal teams (Customer research, Marketing Applied Science, Marketing Excellence, measurement agencies, etc.) to communicate objective-led KPIs and key business questions to drive data-driven marketing decisions. Collaborate with the Global Strategy Intelligence Lead at MSI to develop cohesive, data-driven narratives that leverage Brand Power and Creative Accelerator measurement for strategic decision-making. Guide global marketing on brand centric measurement and creative learnings Lead monthly Brand Equity & Creative performance stand up, presenting brand salience, imagery, creative performance outcomes to CMOs and Strategy team Media and Channel partnership Understand how channels drive brand equity versus conversion marketing Guide with learnings on fit-for-platform creative execution, comparing campaigns versus historical norms and platform best practices Ensure channel creative measurement aligns with the brand's positioning and business objectives Partner with Media team on in-market Creative performance signals and creative post campaign analysis Agency and capability team collaboration and data integrity Partner with internal teams (Customer research, Marketing Applied Science, Marketing Excellence, measurement agencies, etc.) to understand research foundation, methodologies, cadence and leverage Collaborate with Marketing Applied Sciences team to ensure brand building and creative quality vectors factor into post campaign results and market mix model outcomes Work with global team on standard brand equity and creative measurement approaches Senior Level Reporting, Interacting & Storytelling Develop compelling presentations for senior leadership, translating complex data and research outcomes into single thread 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. Utilize tools (Brand Power, Creative Accelerator, Opportunity Finder, etc.) to generate actionable insights to refine advertising strategies and messaging that appeal to specific customer bases 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.

Additional DescriptionQualifications & SKILLS : Bachelor's degree required; in marketing, Advertising, Business, Research or a related field preferred. Master's degree is a plus Minimum of 7+ years of experience in advertising / marketing, with at least 3-5 years including research, strategy or insights related roles, within the automotive, CPG or similarly dynamic industry Experience in delivering recommendations to brand marketing leaders with metrics associated with driving brand equity and creative activation. Proven experience in managing large-scale, multi-channel creative and brand equity analysis in a fast-paced, dynamic environment with multiple stakeholders Strong understanding of both digital and traditional advertising channels and their drivers of brand equity and consideration People leadership and coaching skills – guides critical thinking, expansive storytelling, influencing with a deep emphasis on customer behavior and insights applied to commercial actions Strong skills in Excel data blending with compelling Powerpoint visualization expertise. Tableau and PowerBi skills are an added plus. A company vehicle will be provided for this role with successful completion of a Motor Vehicle Report review. 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-MO1

About GMOur 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 UsWe 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.Total Rewards | Benefits OverviewFrom 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.AccommodationsGeneral 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 Careers.Accommodations@GM.com 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.For more detail, salary and company information, use the apply link

J-18808-Ljbffr