Customer Intelligence & Audience Activation Lead

Description
This rol e 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.
GM Canada's Marketing Technology team is seeking a data-driven marketing leader with expertise in customer journey analysis, audience creation and omnichannel marketing activation. This role is pivotal in transforming customer insights into measurable marketing outcomes that drive business impact.
As the Customer Intelligence & Audience Activation Lead, you will be responsible for designing, building, and activating targeted audiences across GM Canada's marketing organization. You will enable personalized and scalable engagement strategies, ensuring audiences are leveraged across channels. This role will also manage the implementation and auditing of our tracking framework, to ensure our strategies are measurable, optimized, and aligned with our business goals.
This role is the connective tissue between data, marketing, product and media and plays a critical part in transforming GM's data into actionable, personalized audiences and experiences. Success in this role requires a blend of technical aptitude, marketing know-how, and cross-functional collaboration.
Duties and Responsibilities:
Audience Analysis and Activation

• Partner with brand and business teams to define, develop, and operationalize audience segmentation that aligns with marketing goals
• Lead audience design and activation across key platforms (e.g., CDPs, DSPs) to support personalized, multi-channel journeys (e.g. email, paid media, social, web, etc.)
• Conduct cross-functional customer journey and behavioral analysis using products like Adobe's Customer Journey Analytics, Customer Data Platform (CDP) or Adobe Analytics to identify high-value segments, growth opportunities, and optimization points across the funnel
• Be a hands-on user of GM's audience segmentation, analysis tools and platforms (e.g., Databricks, Adobe's CDP, Customer Journey Analytics), to create innovative segmentation and targeting strategies using GM's first- and third-party data
• Manage audience creation, activation, and measurement, ensuring consistency, accuracy, and scalability
• Utilize results of audience and customer journey analysis to inform content, campaign, and channel strategies
• Drive best practices and innovation in audience management, leveraging advanced analytics, testing and marketing automation tools (e.g. Adobe Ai Assistant)
• Assist Marketing Technology Manager in identifying and integrating new data sources within Adobe's CDP for enhanced audiences

Tagging & Implementation

• Manage site and media tracking technologies across brand websites, ensuring compliance with global best practices and effective communication with cross-functional teams
• Ensure tagging alignment with our KPI's and Marketing Applied Science/Intelligence Analytics & Reporting team's requirements
• Audit Tag health and data quality, identifying and troubleshooting any gaps."

High Value Behavior (HVB)

• Manage HVB tracking against forecasts, analyze performance trends, and regularly communicate results and insights to stakeholders to drive continuous improvement
• Support ad hoc stakeholder requests for HVB results, trends and insights
• Stay informed on U.S. methodology updates to evaluate and implement relevant changes for Canada as needed

Qualifications and Skills:

• 4+ years of relevant experience in marketing, audience segmentation, data science-informed targeting, and audience delivery strategy
• Bachelor's degree, preferably in Marketing, Business, Data Science, Computer Science, or a related field
• Understanding of marketing technology and people-based marketing, with knowledge of marketing data ecosystems-including GM's first party and third-party data integration and segmentation, clean rooms, onboarding solutions, and identity resolution
• Experience with customer segmentation platforms such as Adobe Real-Time Customer Data Platform and audience activation destinations including DV360, Meta, Amazon, and The Trade Desk
• Strong analytical and reporting skills with proficiency in tools Adobe's Customer Journey Analytics, Ai Assistant and Adobe Analytics, PowerBI, SQL or similar platforms. Adobe Analytics, Customer Journey Analytics and/or Experience Platform certification considered an asset
• Working knowledge of Tag management and implementation through Google Tag Manager, Adobe Tags (formerly Adobe Launch) or similar platforms
• Ability to strategize and develop creative solutions to support marketing use cases
• Ability to lead projects to meet business goals through collaboration with cross-functional teams
• Demonstrated experience using data and analytics to drive business and/or marketing decision-making
• Strong presentation and communication skills, including written and oral communications
• Familiarity with data governance

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.
Additional Description
About GM
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Total Rewards | Benefits Overview
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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.
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