Strategist, Audience Segmentation & Insights

General Motors

7d • Hybrid

About The Position

This role is based remotely but if you live within a 50-mile radius of [Austin, Detroit, Milford or Mountain View], you are expected to report to that location three times a week, at minimum. The Role General Motors is seeking a highly analytical and technically skilled Audience Segmentation & Insights Strategist to join our Marketing Applied Sciences Activation team. This role will be responsible for transforming data into actionable insights and audience strategies that drive personalized marketing experiences across channels. You will leverage tools such as Databricks, SQL, PySpark and various marketing platforms to design and execute queries, build and activate audience segments, and enable seamless data workflows that power campaign execution. This is a unique opportunity for someone who enjoys hands-on data analysis, coding, and operational enablement, while directly influencing marketing outcomes and customer experiences.

Requirements

• Bachelor’s degree in Data Science, Computer Science, Marketing Analytics, or related field
• 3–5 years of experience in data analytics, marketing technology, or audience segmentation.
• Proficiency in SQL, Python, or PySpark and experience working in Databricks or similar cloud-based platforms.
• Basic familiarity with activation across marketing channels (CRM, Media, website, mobile app, etc)
• Ability to track, document and govern audience segmentation logic and processes in sharepoint, confluence and other workflow management tools
• Strong analytical, problem-solving, and storytelling skills with the ability to translate data into actionable business insights.
• Excellent communication skills, with the ability to collaborate effectively across technical and non-technical stakeholders.

Nice To Haves

• Experience working across large, complex datasets and global/matrixed organizations a plus.

Responsibilities

• Write and optimize SQL/PySpark queries in Databricks and leverage marketing customer data platforms (CDP) and onboarding platforms to identify, size, and analyze customer audiences.
• Perform detailed audience personas analysis by combining behavioral, transactional, and demographic data.
• Help develop actionable recommendations based on segmentation and insights to improve targeting, personalization, and campaign performance.
• Design and manage workflows that move audiences through data pipelines from source systems to activation platforms (e.g., ESPs, onboarders, personalization tools, media destinations).
• Partner with marketing operations and engineering teams to ensure audiences are integrated accurately and efficiently across platforms.
• Monitor, troubleshoot, and continuously optimize data processes for scalability and performance.
• Conduct deep-dive analysis to uncover insights, engagement trends, and opportunities for optimization across GM’s marketing audiences.
• Help translate analytical findings into compelling stories and recommendations for marketing, product, and executive stakeholders.
• Establish repeatable processes, dashboards, and documentation for tracking segment performance and impact.
• Partner closely with data engineers, data scientists, and audience strategists to align on segmentation and activation needs.
• Act as a subject matter expert on segmentation logic, audience insights, and operational data flows.
• Champion a data-driven culture by sharing insights and enabling teams to make informed marketing decisions.

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.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 5,001-10,000 employees