Senior Strategist – Media Performance

General Motors•Warren, MI

1d•Hybrid

About The Position

The role As a Senior Strategist in MAS, you will lead strategic initiatives that drive media performance insights across GM’s marketing ecosystem. You will partner with Marketing Strategy & Creative Insights (MSI), Media, CRM, and Brand teams to develop and execute measurement frameworks, synthesize cross-channel analytics, and deliver actionable insights that inform campaign strategy and investment decisions. This role requires a blend of analytical rigor, strategic thinking, and cross-functional collaboration to elevate GM’s media effectiveness and storytelling capabilities. What You'll Do Media Performance Strategy: Independently mine and analyze paid media performance to uncover trends, conversion drivers, and optimization opportunities across channels including Display, Search, Social, and Video. Measurement Frameworks: Build and evolve methodologies for media measurement, including benchmarks, high-value behaviors, media quality, conversion, and budget / investment modeling (e.g., CIB frameworks). Ensure data integrity, tagging standards, and governance are upheld. Cross-Team Collaboration: Partner with Marketing Strategy & Creative Insights, Research, Data Science, and Technology to integrate media insights into broader campaign narratives and scorecard ecosystems. Campaign Reporting: Lead monthly and ad hoc reporting on media KPIs, funnel performance, and site engagement. Translate data into strategic recommendations for brand and dealer teams. Creative & Equity Insights: Embed creative taxonomy and brand power metrics into MMM storytelling. Support creative inclusion in divisional and cross-channel analysis. Strategic Storytelling: Deliver compelling presentations and dashboards that align with business objectives and influence senior stakeholders. Leadership & Mentorship: Guide junior strategists and analysts, fostering best practices in media measurement and strategic planning.

Requirements

Experience: 6+ years in media strategy, marketing analytics, MMM, attribution modeling, or performance measurement.
Education: Bachelor’s degree in Marketing, Business Analytics, Communications, or a related field; Master’s degree preferred.
Analytical & Technical Skills: Deep expertise in digital analytics platforms (e.g., Adobe Analytics, Google Analytics) and familiarity with ad tech and/or MarTech ecosystems.
Proficiency in SQL for querying and managing large datasets.
Experience creating and managing dashboards in Power BI (or similar BI tools) to visualize media and performance insights.
Communication & Storytelling: Exceptional ability to communicate complex data insights in a clear, concise, and compelling manner for executive and non-technical audiences.
Able to translate highly technical concepts (e.g., MMM, attribution, clean rooms) into actionable recommendations for stakeholders.
Ways of Working: Exceptional organizational skills with the ability to prioritize and multi-task across multiple concurrent projects and deadlines in a fast-paced environment.
Curious and creative mindset with a strong desire to explore new approaches to media measurement, experimentation, and analytics.
Experience working with media and creative agencies on planning, budgeting, and campaign optimization.

Nice To Haves

Experience with creative measurement, brand equity analysis, and demand space activation.
Experience with media strategy in the auto industry and/or large CPGs
Knowledge of Python can be beneficial for data analysis and automation tasks.
Experience with Azure and Databricks can enhance data processing and analysis capabilities.

Responsibilities

Lead strategic initiatives that drive media performance insights across GM’s marketing ecosystem.
Partner with Marketing Strategy & Creative Insights (MSI), Media, CRM, and Brand teams to develop and execute measurement frameworks
Synthesize cross-channel analytics
Deliver actionable insights that inform campaign strategy and investment decisions.
Independently mine and analyze paid media performance to uncover trends, conversion drivers, and optimization opportunities across channels including Display, Search, Social, and Video.
Build and evolve methodologies for media measurement, including benchmarks, high-value behaviors, media quality, conversion, and budget / investment modeling (e.g., CIB frameworks).
Ensure data integrity, tagging standards, and governance are upheld.
Partner with Marketing Strategy & Creative Insights, Research, Data Science, and Technology to integrate media insights into broader campaign narratives and scorecard ecosystems.
Lead monthly and ad hoc reporting on media KPIs, funnel performance, and site engagement.
Translate data into strategic recommendations for brand and dealer teams.
Embed creative taxonomy and brand power metrics into MMM storytelling.
Support creative inclusion in divisional and cross-channel analysis.
Deliver compelling presentations and dashboards that align with business objectives and influence senior stakeholders.
Guide junior strategists and analysts, fostering best practices in media measurement and strategic planning.