Performance Marketing Strategy & Business Intelligence Senior Lead

The Performance Marketing Strategy & Business Intelligence team serves as a group of data detectives for GM Marketing, connecting complex and disparate information to explain performance and drive action.

The Performance Marketing Strategy & Business Intelligence Senior Lead both sets the analytical agenda and standards for the team, but also gets hands on with data to number crunch themselves.

This leader integrates business, marketing, media, and marketplace data into clear, executive-ready narratives. This role owns senior-executive performance narratives, leads ambiguous enterprise-level investigations, mentors and directs others, and drives cross-functional decisions while remaining hands-on with data, models, dashboards, and detailed analysis. Dashboards and centralized analytics resources are inputs-not substitutes-for direct interrogation, validation, synthesis, and judgment.

What You’ll Do:

Analytical Strategy and Team Leadership

• Set the performance marketing analytical agenda based on GM’s most important business, customer, and marketing questions.
• Establish rigorous standards for analytical methods, source validation, model construction, performance reporting, and executive storytelling, across sales/traffic/leads/HVBs and related drives that impact them (inventory, trim mix, incentives, competitive activity, etc).
• Frame hypotheses, identify required evidence, direct analytical workstreams, and determine when findings are sufficiently pressure-tested to support decisions.
• Mentor and guide team members and cross-functional partners, raising organizational capability in analytical thinking, problem solving, and communication.

Performance Analysis and Business Diagnosis

• Integrate business, marketing/media, inventory, pricing, incentive, demand, competitive, and marketplace data to create a connected view of performance. Consistently anticipate questions and go 2-3 levels deeper than headline metrics to tell a surround sound data story.
• 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 follow.
• Connect detailed marketing findings to broader brand, customer, commercial, and enterprise drivers.
• Develop presentations, performance narratives, and decision frameworks tailored to senior marketing and cross-functional audiences.
• Deliver clear insights driven presentations with defined implications, tradeoffs, risks, and expected outcomes.

Hands-On Analytics and Measurement

• Be a data detective stitching together raw data, ready made dashboards, third party reports into a single view.
• Perform direct, hands-on analysis using advanced Excel and relevant analytics and visualization tools.
• Expert at “napkin math” to help drive simplicity of narrative and clarity of decision making.
• Become a super user of existing models, dashboards, scorecards, reconciliations, and diagnostic views while continuing to investigate the underlying data.
• Evaluate data quality, source consistency, metric definitions, and measurement approaches before drawing conclusions.
• Partner with centralized analytics, data science, technology, and agency teams without treating dashboards or third-party outputs as substitutes for direct analysis.
• Develop repeatable approaches that improve analytical rigor, transparency, speed, and decision usefulness.

Integrated Performance Marketing Strategy

• 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.
• Support investment prioritization by evaluating performance, incrementality, efficiency, scalability, and strategic fit.

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., This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}.

• Bachelor’s degree required.
• 8+ years of experience in performance marketing, marketing analytics, business intelligence, management consulting, media analytics, or a related discipline.
• Demonstrated success leading complex, cross-functional analytical work and influencing senior-executive decisions in ambiguous environments.
• Advanced Excel proficiency, including complex formulas, pivots, data reconciliation, scenario modeling, sensitivity analysis, forecasting, and model development.
• Strong hands-on experience with dashboards and data-visualization tools, coupled with the ability and willingness to investigate underlying data directly.
• Proven ability to integrate large, disparate datasets, pressure-test assumptions, reconcile conflicting sources, and conduct multi-level root-cause analysis.
• Some knowledge of performance marketing, paid media, SEO, CRM, website analytics, audience strategy, experimentation, attribution, and full-funnel optimization.
• Strong business acumen and the ability to connect marketing performance with sales, demand, inventory, pricing, incentives, competitive activity, and marketplace dynamics.
• Exceptional analytical storytelling and presentation skills, with experience creating concise, executive-ready narratives and actionable recommendations.
• Ability to set standards, direct workstreams, mentor others, and improve analytical capability without stepping away from hands-on work., Analysis Skills, Analytical Method Validation, Brand Marketing (Branding), Business Intelligence, Business Skills, Campaigns, Channel Strategies, Competitive Research, Construction, Consumer Branding, Cross-Functional, Customer Relationship Management (CRM), Customer/Consumer Behavior, Data Modeling, Data Quality, Data Science, Data Visualization Tools, Establish Priorities, Finance, Forecasting, Functional Analysis, Geography, Government, Incentive Programs, Investment Analysis, Leadership, Management Consulting, Marketing, Marketing Strategy, Mathematics, Media Inventory, Mentoring, Metrics, Performance Analysis, Performance Management, Performance Modeling, Presentation/Verbal Skills, Pricing, Problem Solving Skills, Process Improvement, Product Development, Productivity Management, Reconciliation, Reporting Dashboards, Root Cause Analysis, Sales, Scientific Research, Scorecarding, Search Engine Optimization (SEO), State Laws and Regulations, Storytelling, Web Analytics

The compensation information is a good faith estimate only. It is based on what a successful applicant might be paid in accordance with applicable state laws.

The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position, as well as geography of the selected candidate.

• The salary range for this role is ($140,100 - $186,700). 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.

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