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Marketing Applied Science Specialist

3 weeks ago

Oshawa, Canada General Motors Full time

**The Marketing Applied Science Specialist is knowledgeable in methodology and practice of marketing analytics & Research. This individual has experience with measurement and media mix modeling, including advanced econometrics and statistical methods used to qualify media impacts. This person also has knowledge in the economics of media channels (i.e., TV, Display, Paid Search, Paid Social, Programmatic, etc) and measurement of ROAS lift.**

**You will take ownership for spearheading and driving an insights-first learning agenda which supports corporate strategy, marketing, product planning and sales. The role will curate and interpret insights to help shape brand positioning, product and contenting, marketing communication, and go-to-market strategies. Advanced insight synthesis and persuasive storytelling skills are a must.**

**This person will work closely with teammates in Marketing Applied Sciences and stakeholders in GM’s vehicle brands to ensure objective performance evaluation, and optimization of audience activation that drive sales. Assist in the development of advanced marketing models, drawing insights, and creating scalable products that identify channel and tactic level high return on investment.**

**You will also provide strategic planning supporting GM’s vehicle brands (e.g., Chevrolet, Buick, GMC, and Cadillac). Working closely with Research partners (Ipsos, Martiz, Environics, YouGov, JD Power, IHS, etc) to assemble data and develop insights relevant for the Performance Marketing, Product Planning, and Retail teams. You will regularly leverage a broad array of syndicated studies, proprietary market data, and consumer research to understand our Canadian automotive customers, see how our competitive landscape is changing, and guide our company’s long-term product strategy.**

**KEY RESPONSIBILITIES**:

- **Work on a cross-functional team to help implement high-impact, data-driven solutions to address business challenges in the vehicle brand marketing teams.**
- **Lead Market Research projects, including their design, data collection methodology (e.g., sampling plans), summarization and analysis of results, and presentation of findings.**
- **Consumer and Competitive Intelligence - Review market and consumer data about our competitors and customers in the Canadian market. Develop reporting and analysis around key industry events and consumer shifts, including auto shows, new competitive launches, and consumer behavioural shifts.**
- **Data and Vendor Management - Work with our market research and data partners to develop deep understanding and expertise with their capabilities, and how to incorporate their offerings into your analysis.**
- **Communication - Developing, sharing, and presenting research to Brand teams, Senior Leadership, and Dealer Principals. Develop and nurture high quality, collaborative partnerships and relationships within the organization, and with our vendors.**
- **Performing exploratory and targeted data analyses.**
- **Undertake preprocessing of structured data.**
- **Monitor and sustain model effectiveness.**
- **Present complex information using data visualization techniques.**
- **Work with diverse technical teams and provide data and analytical insights to ensure project deliverables fulfill business needs and timing.**
- **Possessing contextual business knowledge and functional domain expertise in the advertising and media space, showing a proven ability of using data, analytics, and insights to add revenue and business-impacting value in this via audience selection and behavioral engagement.**
- **Possess familiarity with marketing media measurement techniques, including MMM, MTA, unified attribution, ROAS level testing, and various industry measurement media platforms.**
- **Exhibiting a perspective of constrained curiosity, asking why, and suggesting experimentation to drive incremental impact.**
- **Participate in Marketing Planning sessions with GM Brands, Agency Partners, and External Suppliers to guide our approach to understanding our customers**.**
- **Lead Market Research projects, including their design, data collection methodology (e.g., sampling plans), summarization and analysis of results, and presentation of findings.**

**QUALIFICATIONS**:

- **Master’s Degree or Ph.D. in Data Science, Operations Research, Psychometrics, Marketing Science, Finance, (Bio)Statistics, Econometrics, Computer Science, Applied Mathematics, or another quantitative field**:

- **5 years of experience as a market researcher.**:

- **Strong written and presentation skills, with experience in communicating research results to a business audience.**:

- **Demonstrated analytical research capabilities; a portfolio of prior analysis work that can be shared is an asset.**:

- **Understanding of qualitative research techniques, and their limitations.**:

- **Proficient writing Python/R (modeling) and SQL/Spark (data), working with Pandas, StatsModels, PYMC, TensorFlow, Pytorch