General Motors is hiring: Group Strategy Manager, Audience Activation in Warren

Group Strategy Manager, Audience Activation

General Motors' Marketing Applied Sciences (MAS) team is seeking an experienced, strategic, and data-fluent leader to serve as Group Strategy Manager, Audience Activation. This role sits at the heart of GM's marketing transformation, leading a team of audience strategists responsible for developing, governing, and activating data-driven audience strategies across GM's brand portfolio.

Success in this role requires a unique blend of audience strategy expertise across media, site, and CRM, technical acumen, cross-functional leadership, and the ability to translate complex data into compelling marketing decisions. The ideal candidate brings deep, hands-on media expertise, including a strong command of programmatic ecosystems, paid media activation, media measurement frameworks, and addressable audience delivery. This is an opportunity to shape how GM uses first- and third-party data to reach the right customers at the right moment.

The responsibilities include:

• Leading and developing a team of audience strategists, providing coaching, prioritization, and career development across cross-brand activation work
• Collaborating closely with the Media team on the end-to-end audience strategy process, ensuring accurate and efficient audience builds aligned to Media strategy and successful activation
• Serving as the primary MAS point of contact for audience strategy across brand and agency partners, working closely with the Media team to align on campaign needs, taxonomy, audience development timelines, and channel-specific delivery requirements
• Overseeing the development and activation of Pronghorn-powered audiences across media, site, and CRM channels, ensuring alignment with marketing objectives and model recommendations
• Partnering closely with MAS Data Scientists and the Media team to translate modeling outputs into actionable, campaign-ready audience segments
• Managing audience workflows across platforms including Databricks, Adobe Real-Time CDP, AEP, LiveRamp, and other onboarding and activation tools
• Supporting the product development team in building, testing, and deploying new media capabilities and platforms
• Working with the T&L team to lead development of testing strategies and campaigns to deliver new marketing opportunities and channels
• Demonstrating strong leadership and decision-making in establishing audience best practices, including standards for audience building, scoring, and sizing
• Establishing and maintaining governance standards for audience documentation, segmentation logic, and operational data flows
• Driving audience insights and persona analysis by synthesizing behavioral, transactional, and demographic data to inform targeting strategy
• Championing data quality and privacy compliance across audience workflows
• Representing the Audience Activation capability in cross-functional planning sessions, brand standups, and MAS leadership forums
• Identifying opportunities to incorporate AI and agentic tools into audience operations to improve speed, quality, and scale

Your skills and abilities (required qualifications) include:

• Bachelor's degree in Marketing, Business, Data Science, Computer Science, or a related field
• 8+ years of experience in a media, audience, or marketing analytics role, spanning strategy, planning, or activation, within an enterprise or agency environment
• 4+ years of direct people leadership experience, with a track record of developing high-performing, cross-functional teams
• Deep expertise in audience segmentation, customer data platforms (CDP), and data onboarding platforms
• Comprehensive understanding of the programmatic media ecosystem, including DSPs, SSPs, DMPs, identity graphs, and the mechanics of real-time bidding
• Experience in scaled media audience planning and execution
• Strong understanding of cross-channel marketing activation including media (programmatic display, paid social, CTV/OTT, search), CRM, site, and digital channels
• Demonstrated experience navigating identity resolution challenges, including knowledge of first-party data strategies, universal IDs, and privacy-preserving measurement
• Ability to translate audiences into creative implications
• Excellent stakeholder management skills, with experience navigating matrixed organizations and aligning brand, agency, and analytics teams
• Strong analytical and storytelling capabilities, able to translate complex data into powerful stories and actionable recommendations

What will give you a competitive edge (preferred qualifications) include:

• Experience working with identity resolution platforms
• Hands-on platform experience with major DSPs (TTD, DV360) and paid social platforms (Meta Ads Manager, Pinterest Ads) in an audience strategy or media planning capacity
• Experience managing 1st party and device-based identity signals
• Hands-on experience with Databricks, SQL, or PySpark for audience analysis and data enablement
• Familiarity with AI-powered audience tools or agentic marketing workflows
• Experience with data governance practices and privacy compliance in marketing contexts
• Background working within an in-house marketing science or advanced analytics function
• Master's degree in a quantitative or marketing-related field

The salary range for this role is ($134,700 - $207,600). The actual base salary a successful candidate will be offered within this 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. This role is categorized as remote. This means the selected candidate may be based anywhere in the country of work and is not expected to report to a GM worksite unless directed by their manager. The selected candidate will be required to travel <25% for this role.