The Performance Marketing Strategy & Business Intelligence team serves as a group of “data detectives” for GM Marketing. The team combines complex, disparate business, marketing, media, website, audience, funnel, inventory, pricing, incentive, demand, competitive, and marketplace data to explain performance, identify opportunities, and create executive-ready narratives that drive action.

The Performance Marketing Strategy & Business Intelligence Lead is a blended strategy, analytics, and storytelling role. This individual personally leads complex analyses and workstreams, translating granular findings into clear insights for marketing leaders and cross-functional partners. The role requires intellectual curiosity, strong business judgment, hands-on analytical expertise, and the ability to influence decisions through compelling, evidence-based narratives.

What You’ll Do:

Performance Analysis and Business Diagnosis

• Integrate media and marketing (site, paid, owned, media) with business (inventory, pricing, incentive, demand, competitive) to create a connected tip to tail view of GM’s marketing performance.

• Interrogate data at granular levels—including channel, campaign, audience, creative, geography, nameplate, funnel stage, inventory condition, offer, and time period—to identify meaningful patterns and exceptions.

• Conduct multiple levels of root-cause analysis to explain performance drivers, anomalies, risks, and opportunities.

• Reconcile conflicting data sources, validate definitions and methodologies, pressure-test assumptions, and clearly identify limitations.

• Build analytical models and frameworks that support scenario planning, forecasting, prioritization, and investment decisions.

Executive Narratives and Strategic Recommendations

• Translate complex analysis into concise, executive-ready narratives that clearly explain what happened, why it happened, what it means, and what actions should consider.

• Connect detailed marketing findings to broader brand, customer, commercial, and enterprise priorities.

• Develop presentations, performance narratives, and decision frameworks tailored to senior marketing and cross-functional audiences.

• Deliver clear recommendations with defined implications, tradeoffs, risks, and expected outcomes.

Hands-On Analytics and Measurement

• Be a data detective. Build and maintain simple Excel models and become super users of existing dashboards, scorecards, reconciliations, and diagnostic views while continuing to investigate the underlying data.

• Perform direct, hands-on analysis using advanced Excel and relevant analytics and visualization tools.

• Evaluate data quality, source consistency, metric definitions, and measurement approaches before drawing conclusions.

• Partner with centralized analytics, data science, technology, and agency teams to scope customer, bespoke analytics not available in raw data or dashboards today.

• Develop repeatable approaches that improve analytical rigor, transparency, speed, and decision usefulness.

Integrated Performance Marketing Strategy

• Assess performance across paid media, SEO, CRM, marketing intelligence, website optimization, audience planning, and funnel optimization.

• Connect channel-level indicators to customer behaviors, commercial outcomes, and marketplace conditions.

• Identify opportunities to improve audience strategy, media effectiveness, website experiences, lead progression, conversion, retention, and overall funnel performance.

Cross-Functional Leadership and Influence

• Partner across Marketing, Media, CRM, Digital, Sales, Finance, Research, Data Science, Technology, agencies, and other business functions.

• Ask constructive questions, challenge assumptions respectfully, and promote fact-based decision-making.

• Navigate ambiguity, competing perspectives, and incomplete information while maintaining analytical integrity and momentum.

• Build trusted relationships and drive alignment without relying solely on formal authority.

Your Skills & Abilities (Qualifications):

• Bachelor’s degree required.

• 5+ years of experience in marketing strategy, performance marketing, analytics, marketing intelligence, management consulting, or a related discipline.

• Demonstrated ability to personally lead complex analyses, getting hands on with data in Excel or similar analytical tools, and translate findings into strategic recommendations.

• Advanced Excel capabilities, including complex formulas, pivots, data manipulation, model building, scenario analysis, and quality assurance.

• Experience using dashboards and visualization tools while maintaining direct engagement with granular source data.

• Strong analytical problem-solving skills, including source reconciliation, assumption testing, performance decomposition, and multi-level root-cause analysis.

• Working knowledge of paid media, SEO, CRM, websites, audience planning, funnel optimization, marketing measurement, and test-and-learn practices.

• Excellent written, verbal, presentation, and data-storytelling skills, including experience communicating with senior leaders.

• Proven ability to influence cross-functional partners and manage multiple high-priority workstreams.

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