Job Description
The Role
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.
What You'll Do
Lead and develop a team of audience strategists, providing coaching, prioritization, and career development across cross-brand activation work
Collaborate closely with the Media team on the end-to-end audience strategy process, ensuringaccurateand efficient audience builds aligned to Media strategy and successful activation,including but not limited to audience sizing, reach/frequency planning, and segment-level performance expectations
Serve as the primary MAS point of contact for audience strategy across brand and agency partners,working closely with the Media team to alignon campaign needs, taxonomy, audience development timelines,and channel-specific deliveryrequirements (programmatic, social, display, etc.)
Serve as an experienced interpreter of marketing and media requests, translating ambiguous campaign briefs and brandobjectivesinto clear, defined audience strategies
Oversee the development and activation of Pronghorn-powered audiences across media, site,andCRMchannels, ensuring alignment with marketingobjectivesand model recommendations
Partner closely withMASData Scientists andthe Media teamto translate modeling outputs into actionable, campaign-ready audience segments.Advise onmatch rate optimization, addressability, and scaling trade-offs across activation platforms.
Manage audience workflows across platforms includingDatabricks,AdobeReal-Time CDP, AEP,LiveRamp, and other onboarding and activation tools
Supporttheproduct development team in building, testing, and deploying new media capabilities and platforms. Translate technical capabilitiesintoactionable pilot opportunities. Work with the T&L team to leaddevelopment of testingstrategies andcampaignsto delivernew marketingopportunities and channels
Demonstrate strong leadership and decision-making inestablishingaudience best practices, including standards for audience building, scoring, and sizing, to ensure consistent, scalable segmentation logic across brands and channels
Establish andmaintaingovernance standards for audience documentation, segmentation logic, and operational data flows (Confluence, SharePoint, etc.)
Drive audience insights and persona analysis by synthesizing behavioral, transactional, and demographic data to inform targeting strategy,connecting audience insights directly to media performance outcomes
Champion data quality and privacy compliance across audience workflows, ensuring audiences are built and activated in alignment with GM's data governance andprivacyrequirements
Represent the Audience Activation capability in cross-functional planning sessions, brand standups, and MAS leadership forums;serve as the internal SME on how media and audience strategy intersect to drive campaign effectiveness.
Provide transparency and accountability on timelines, prioritization, and progress
Identifyopportunities to incorporate AI and agentic toolsinto audience operations to improve speed, quality, and scale
Your Skills & Abilities (Required Qualifications)
Bachelor's degree in Marketing, Business, Data Science, Computer Science, or a related field
8+ years of experience in amedia, audience, or marketing analytics role, spanning strategy, planning, or activation,within an enterprise or agency environment
4+ years of direct people leadership experience, witha track recordof developing high-performing, cross-functional teams
Deepexpertisein audience segmentation, customer data platforms (CDP), and data onboarding platforms (e.g., Adobe AEP,LiveRamp, or similar)
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
Experience translating audiences into creative implications
Ability to collaborate effectively with Data Scientists, translating technical model outputs into practical activation strategies
Excellent stakeholder management skills, with experience navigating matrixedorganizations and aligning brand, agency, and analytics teams
Strong analytical and storytelling capabilities, able to translate complex data into powerful stories and actionable recommendations, synthesizing audience, media, and marketing performance data into clear, executive-ready narratives that drive confident decision-making and inspire action across brand, agency, and leadership stakeholders
What Will Give You a Competitive Edge (Preferred Qualifications)
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 mediaplanning capacity
Experiencemanaging1stparty anddevice-basedidentity signals
Hands-on experience with Databricks, SQL, orPySparkfor 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. 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., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc).
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.
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