Customer Intelligence & Audience Activation Lead

Customer Intelligence & Audience Activation Lead

Requirements

• 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
• 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

Responsibilities

• 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
• 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
• 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

Preferred Qualifications

• Adobe Analytics, Customer Journey Analytics and/or Experience Platform certification considered an asset