Senior Marketing Analyst

GM Financial•Detroit, MI

3d•Hybrid

About The Position

GM Financial is targeting significant growth as it transforms the Protection/Insurance Products into a full captive platform. Our team is responsible for bringing the branded General Motors F&I products to market and we work hands on with our dealer partners to improve performance in their F&I department, and market our products direct to consumer. At GM Financial, our team members define and shape our culture — an environment that welcomes new ideas, fosters integrity and creates a sense of community and belonging. Here we do more than work — we thrive. Our Purpose: We pioneer the innovations that move and connect people to what matters. GM Financial is currently seeking a senior data and analytics professional with proven experience analyzing and reporting on marketing and digital marketing performance, delivering actionable insights, and driving business outcomes at GM Protection business within GM Financial.

Requirements

In-depth understanding of statistical analysis, statistical concepts (e.g., significance testing, sampling, probability, variation, correlation, bias), and analytical tools such as Databricks, Python, and SQL
Knowledge of testing methodologies and types of analyses used in marketing measurement (Test vs Control analysis, A/B, Multivariate, Incrementality, Break-even analysis, Lift analysis, Regression, Cluster analysis, etc.)
Experience measuring and optimizing digital marketing performance using analytics platforms (e.g., Adobe Analytics, Google Analytics), including attribution, conversion tracking, funnel analysis, campaign measurement, test-and-learn methodologies, and key performance metrics such as CTR, CPC, CPA, conversion rate, ROAS, acquisition, and retention
Advanced knowledge of Microsoft Excel and Power BI
Experience developing measurement frameworks, KPIs, dashboards, and performance reporting to support business decision-making and strategic planning
Advanced knowledge of data warehouses, data mining, and data analysis techniques
Strong analytical and critical thinking skills with the ability to translate business and marketing goals into analytical approaches, solve complex problems, and develop data-driven recommendations
Ability to synthesize complex data and analytical findings into clear, actionable insights and recommendations that support business strategy and performance optimization
Effective written, verbal, and presentation skills with the ability to communicate technical concepts, statistical findings, and business implications to technical and non-technical audiences, including senior leadership
Working knowledge of presentation and data storytelling tools such as PowerPoint, Canva, or similar platforms to communicate insights effectively
Strong project management, prioritization, organizational, and time management skills with the ability to manage multiple projects, competing priorities, and tight deadlines
Bachelor’s Degree in Marketing, Economics, Business Administration, Statistics or other quantitative discipline; or equivalent work experience required
5+ years of total relevant experience required
2+ years of hands-on experience with statistical analysis software (SAS, Python, SQL, etc.) required

Nice To Haves

Experience with business intelligence, customer data, digital analytics, and marketing technology platforms (e.g., Adobe Experience Platform (AEP), Adobe Journey Optimizer (AJO), Power BI, Tableau, Databricks, and CDPs) is preferred
Master’s Degree in a quantitative discipline preferred
Working effectively within an AI enabled environment:
Ability to use AI tools (e.g., Microsoft Copilot) to support daily work
Familiarity with AI assisted research, summarization, and content generation
Understanding of responsible AI use, including ethics and data protection
Experience with AI assisted software development or automation
Knowledge of prompting techniques to improve output quality
Awareness of emerging GenAI capabilities and limitations

Responsibilities

Provide analysis, insights, and recommendations to support enhancements of GM Protection consumer acquisition and retention programs
Drive analytics for marketing campaign performance across all marketing channels, such as social media, app, web and email marketing
Assess competitive benchmarks and market analytics to improve product performance.
Integrate multiple sources and data elements to deliver insights and recommendations to improve conversion: customer segmentation, channel attribution, funnel leakage analytics, next best offer and any other ad hoc analysis
Collaborate with business stakeholders to understand strategic goals, define OKRs and KPIs, and ensure accurate, reliable measurement and performance tracking
Support GMP products and business units by developing reporting and dashboards that monitor behavior and performance of marketing campaigns and channels
Communicate results to different internal audiences, including senior leaders, in a compelling manner, incorporating best practices in data storytelling
Identify data discrepancies and collaborate with Integration and Developer teams for support
Design and manage controlled experiments/tests (A/B, Multivariate, etc.) end-to-end