Analytics & Insights Specialist (CRM / Digital

CM2 supports Marketing and Customer Relationship Management activities at General Motors of Canada Ltd. The GM team of CM2 is based at GM’s Canadian headquarters in Oshawa; the Digital Analytics Insights Manager position is based in GM Canada’s headquarters, supporting the GM Onstar Brand.

Headquartered in Oshawa, Ontario, General Motors of Canada employs more than 9,000 people across the country and is a recognized leader in innovation, technology, and green manufacturing. GM markets four automotive brands in Canada (Chevrolet, Buick, GMC and Cadillac) through Canada's largest automotive dealer network.

CM2’s service offering includes Dealer Direct, a web-based platform that facilitates marketing activities between GM brand marketing teams, regional marketing offices, field staff, and dealers across Canada. The Dealer Direct service supports execution of multi-channel direct-to consumer campaigns, lead management, and enterprise performance metrics. CRM activities include multiple campaigns through the customer lifecycle, to stimulate sales and service retention and related offerings (protection plans, accessories, financing, etc.).

**Overview of Position**:
You have a passion for data/analytics, and will play a key role at General Motors of Canada to leverage an enterprise data warehouse of automotive customer information, generate engaging Power BI reports, derive insights, plan/execute targeted marketing campaigns, and determine results for CRM and related digital marketing initiatives.

**Key Activities: Analysis, Reporting & Insights**
- Design and produce visually engaging Power BI dashboards and weekly KPI tracking reports to integrate data from multiple sources, to convey insights and marketing outcomes
- Identify actionable marketing opportunities and potential strategies via data-driven insights: re: customer journey, audience engagement, lead activity, and sales behaviour
- Assess the performance of CRM and related digital marketing campaigns to identify insights for optimization and enhancement.
- Consolidate and interpret information from various sources. Identify and define specialized or ad hoc reports/analysis for further automation.
- Analyze campaign results: determine performance of audience and segmentation strategies, marketing offers and treatments, A/B tests; compute lift vs. control groups
- Summarize marketing campaign results and key learnings in presentation quality outputs (Powerpoint); communicate insights and recommendations to marketing stakeholders.
- Participate in meetings with the marketing teams to present findings and recommendations, with a goal of continuous improvement of marketing campaign activities.

**Key Activities: CRM Planning, Targeting & Campaign Execution**
- Contribute to the development of data-driven direct-to-consumer marketing plans from an analytical perspective, based on a thorough understanding of the data, back-end analysis techniques and prior campaign learnings
- Leverage data, analytics, insights, and business acumen to support the creation of highly personalized, multi-channel customer campaigns.
- Develop audiences and targeting strategies for the campaign. Define business rules, segmentations, campaign data flows, and data logic to select desired audiences for campaign execution.
- Design marketing programs to be measurable: work with marketing stakeholders to identify opportunities, define measurable marketing objectives, define targeting/audience strategies, establish metrics of success, conduct back-tests; configure A/B tests, control groups or sampling methodologies; contribute to marketing strategy development from an analytical perspective.

**Key Skills and Experience**:

- 2-4 years of experience with planning and analysis of corporate scale, data-driven CRM / digital marketing campaigns
- Excellent analytical skills with strong attention to detail; proven ability to combine data-driven analytical rigour with strategic thinking to drive insights and influence business decisions
- Ability to manipulate and summarize complex consumer-level data in a relational database, using programming languages such as SQL, SAS, R, or python
- Demonstrated proficiency with creation of engaging visualizations/dashboards using Power BI
- Strong communication and presentation skills.
- Experience with marketing automation tools, CRM systems, and customer segmentation/audience strategies
- Experience with Adobe Marketing Cloud solutions: including Adobe Analytics, Experience Platform (AEP), Customer Journey Analytics (CJA); at least 1 certification preferred.

**Education**:

- Bachelor’s degree; preferred major in a quantitative discipline (computer science, statistics or math), with business/marketing option preferred

We thank all applicants, but will only contact those selected for interviews.

**Benefits**:

- Casual dress
- Dental care
- Disability insurance
- Extended health care
- Life insurance
- On-site parking
- RRSP match
- Vision