Group Strategy Manager, Audience Activation

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 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 u2013 individually and collectively u2013 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. 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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 (. 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 () us or call us at 1-800-865-7580. 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 ( Our Culture 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 ( 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 GMu2019s Talent Community () (. 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 u201cApply Nowu201d 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 .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.

Created: 2026-04-06