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Strategist, Audience Segmentation & Insights

Strategist, Audience Segmentation & Insights

MediabistroDes Moines, IA, United States
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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 is seeking a highly analytical and technically skilled

Audience Segmentation & Insights Strategist

to join our Marketing Applied Sciences Activation team. This role will be responsible for transforming data into actionable insights and audience strategies that drive personalized marketing experiences across channels. You will leverage tools such as

Databricks, SQL, PySpark and various marketing platforms

to design and execute queries, build and activate audience segments, and enable seamless data workflows that power campaign execution.

This is a unique opportunity for someone who enjoys hands-on data analysis, coding, and operational enablement, while directly influencing marketing outcomes and customer experiences.

What You'll Do

Audience Segmentation & Insights

Write and optimize SQL / PySpark queries in

Databricks

and leverage

marketing customer data platforms (CDP) and onboarding platforms

to identify, size, and analyze customer audiences.

Perform detailed audience personas analysis by combining behavioral, transactional, and demographic data.

Help develop actionable recommendations based on segmentation and insights to improve targeting, personalization, and campaign performance.

Operational Workflows & Data Enablement

Design and manage workflows that move audiences through data pipelines from source systems to activation platforms (e.g., ESPs, onboarders, personalization tools, media destinations).

Partner with marketing operations and engineering teams to ensure audiences are integrated accurately and efficiently across platforms.

Monitor, troubleshoot, and continuously optimize data processes for scalability and performance.

Insights and Analysis

Conduct deep-dive analysis to uncover insights, engagement trends, and opportunities for optimization across GM's marketing audiences.

Help translate analytical findings into compelling stories and recommendations for marketing, product, and executive stakeholders.

Establish repeatable processes, dashboards, and documentation for tracking segment performance and impact.

Cross-Functional Collaboration

Partner closely with data engineers, data scientists, and audience strategists to align on segmentation and activation needs.

Act as a subject matter expert on segmentation logic, audience insights, and operational data flows.

Champion a data-driven culture by sharing insights and enabling teams to make informed marketing decisions.

Your Skills & Abilities (Required Qualifications)

Bachelor's degree in Data Science, Computer Science, Marketing Analytics, or related field

3-5 years of experience in

data analytics, marketing technology, or audience segmentation

Proficiency in

SQL, Python, or PySpark

and experience working in

Databricks

or similar cloud-based platforms.

Basic familiarity with activation across marketing channels (CRM, Media, website, mobile app, etc)

Ability to track, document and govern audience segmentation logic and processes in sharepoint, confluence and other workflow management tools

Strong analytical, problem-solving, and storytelling skills with the ability to translate data into actionable business insights.

Experience working across large, complex datasets and global / matrixed organizations a plus.

Excellent communication skills, with the ability to collaborate effectively across technical and non-technical stakeholders.

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 : $68,900 - $111,400. 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 (https : / / search-careers.gm.com / en / working-at-gm / total-rewards) .

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 (https : / / search-careers.gm.com / en / 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 (Careers.Accommodations@GM.com) 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.

We are leading the change to make our world better, safer and more equitable for all through our actions and how we behave. Learn more about :

Our Company (https : / / search-careers.gm.com / en / working-at-gm / )

Our Culture

How we hire??????? (https : / / search-careers.gm.com / en / how-we-hire / )

Our diverse team of employees bring their collective passion for engineering, technology and design to deliver on our vision of a world with Zero Crashes, Zero Emissions and Zero Congestion. We are looking for adventure-seekers and imaginative thought leaders to help us transform mobility.

Explore our global locations (https : / / search-careers.gm.com / en / locations / )

We are determined to lead change for the world through technology, ingenuity and harnessing the creativity of our diverse team. Join us to help lead the change that will make our world better, safer and more equitable for all by becoming a member of GM's Talent Community (beamery.com) (https : / / flows.beamery.com / generalmotors / talcom) . As a part of our Talent Community, you will receive updates about GM, open roles, career insights and more.

Please note that filling out the form below will not add you to our Talent Community automatically; you will need to use the link above. If you are seeking to apply to a specific role, we encourage you to click "Apply Now" on the job posting of interest.

The policy of General Motors is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's age, race, color, sex, religion, national origin, disability, sexual orientation, gender identity / expression or veteran status. Additionally, General Motors is committed to being an Equal Employment Opportunity Employer and 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 at Careers.Accommodations@GM.com .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.

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Strategist • Des Moines, IA, United States

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