Digital Analyst I - Web Analytics

GM Financial•Irving, TX

2d•Hybrid

About The Position

GM Financial is seeking a highly-motivated and talented marketing analyst with the skills necessary to use data to deliver actionable insight. As part of the Marketing Intelligence team, the Marketing Analyst I plays a key support role measuring, reporting and optimizing GM Financial's products and marketing activities. They've demonstrated through their past work experiences that they know how to work with data and have a passion for doing more. Marketing Analysts work closely with different teams and stakeholders to understand their goals and challenges, and map those to the appropriate measurement and reporting solutions. They contribute to all stages of the analytics process and work on a variety of projects – from identifying KPIs, designing tests, building dashboards, to ultimately making recommendations. Analysts bring both the technical know-how for working with data, as well as the communication and critical-thinking skills needed to explain often complex topics to different audiences.

Requirements

Basic understanding of digital analytics concepts, including KPIs, web performance measurement, customer behavior analysis, and conversion optimization
Working knowledge of Adobe Analytics or Google Analytics, including reporting, segmentation, workspace analysis, calculated metrics, and audience creation
Familiarity with Adobe Customer Journey Analytics (CJA) concepts, including cross-channel analysis, customer journey measurement, and data visualization
Knowledge of Adobe Target and common testing methodologies, including A/B testing, personalization, targeting strategies, and test result interpretation
Experience developing and maintaining dashboards and reports in Power BI
Understanding of web analytics implementation concepts, including events, eVars, props, tags, data layers, and tracking validation
Knowledge of marketing and digital channel performance measurement across web, mobile, email, paid media, and customer self-service experiences
Strong attention to detail with the ability to identify data quality issues and collaborate with technology teams to resolve discrepancies
Ability to manage multiple projects and priorities in a fast-paced environment
Strong verbal, written, and presentation skills with the ability to communicate findings to both technical and non-technical audiences
Passion for leveraging data and analytics to improve customer experiences and business performance
High School Diploma or equivalent required
Bachelor’s Degree in Marketing, Economics, Business Administration, Statistics or other quantitative discipline or equivalent work experience required
1-3 years of total relevant experience required
Ability to use AI tools (e.g., Microsoft Copilot) to support daily work
Skills in evaluating AI outputs for accuracy, compliance, and bias
Experience integrating AI into workflows to improve efficiency or insights
Familiarity with AI assisted research, summarization, and content generation
Understanding of responsible AI use, including ethics and data protection

Nice To Haves

Master’s Degree in a quantitative discipline preferred
1 or more years of hands-on experience with statistical analysis software (SAS, Python, SQL, etc.) preferred

Responsibilities

Deliver analysis, insights, and recommendations to support enhancements of GM Financial’s consumer and dealer marketing
Collaborate with business stakeholders to understand goals, objectives, establish KPIs and ensure valid and reliable measurement and tracking
Support GMF products and business units by developing reporting that monitors behavior and performance of marketing campaigns and channels
Effective communication about results to different internal audiences
Identify data discrepancies and collaborate with Integration and Developer teams for support