Manager, Brand Integrated Intelligence

Job Description

This role is categorized as hybrid. This means the successful candidate is expected to report to GM Global Technical Center- Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits.

Buick/GMC Integrated Intelligence Manager

This is a brand focused creative and brand equity intelligence provider within the Marketing Strategy Intelligence team, ensuring data-informed decision-making across product marketing (left) and marketing strategy (center) pillars in the marketing organization.

You will be responsible for tracking and providing insights on brand equity, imagery and creative performance objectives, crafting compelling data-driven narratives that optimize marketing efforts.

The successful candidate must possess a strong blend of marketing, brand equity, creative and brand research experience, with expertise in defining, analyzing creative and equity performance measurement to influence and shape brand positioning and creative strategy.

WHAT YOU’LL DO:

Brand & Creative Performance Insights

• Implement performance measurement frameworks for marketing campaigns including Creative KPIs (Creative Quality, Brand and Imagery Impacts)
• Conduct post-campaign analysis to uncover insights and guide future Creative and brand positioning strategies.
• Partner with internal teams (Customer research, Marketing Applied Science, Marketing Excellence, measurement agencies, etc.) to communicate objective-led KPIs and key business questions to drive data-driven marketing decisions.
• Collaborate with the Global Strategy Intelligence Lead at MSI to develop cohesive, data-driven narratives that leverage Brand Power and Creative Accelerator measurement for strategic decision-making.
• Guide global marketing on brand centric measurement and creative learnings
• Lead monthly Brand Equity & Creative performance stand up, presenting brand salience, imagery, creative performance outcomes to CMOs and Strategy team

Media and Channel partnership

• Understand how channels drive brand equity versus conversion marketing
• Guide with learnings on fit-for-platform creative execution, comparing campaigns versus historical norms and platform best practices
• Ensure channel creative measurement aligns with the brand’s positioning and business objectives
• Partner with Media team on in-market Creative performance signals and creative post campaign analysis

Agency and capability team collaboration and data integrity

• Partner with internal teams (Customer research, Marketing Applied Science, Marketing Excellence, measurement agencies, etc.) to understand research foundation, methodologies, cadence and leverage
• Collaborate with Marketing Applied Sciences team to ensure brand building and creative quality vectors factor into post campaign results and market mix model outcomes
• Work with global team on standard brand equity and creative measurement approaches

Senior Level Reporting, Interacting & Storytelling

• Develop compelling presentations for senior leadership, translating complex data and research outcomes into single thread strategic recommendations.
• Integrate cross-brand insights and common themes to present a holistic view of marketing effectiveness.
• Institutionalize marketing analytics best practices, ensuring continuous optimization and performance improvement.
• Utilize tools (Brand Power, Creative Accelerator, Opportunity Finder, etc.) to generate actionable insights to refine advertising strategies and messaging that appeal to specific customer bases

Ad Hoc & Opportunity Analysis

• Prioritize and manage ad-hoc analyses to address critical marketing questions and uncover untapped opportunities.
• Identify, frame, and quantify marketing and advertising opportunities through data-driven insights.
• Collaborate with the Experimentation Center of Excellence to propose testing strategies and optimize marketing ROI.

Additional Job Description

Qualifications & SKILLS:

• Bachelor’s degree required; in marketing, Advertising, Business, Research or a related field preferred. Master’s degree is a plus
• Minimum of 7+ years of experience in advertising/marketing, with at least 3-5 years including research, strategy or insights related roles, within the automotive, CPG or similarly dynamic industry
• Experience in delivering recommendations to brand marketing leaders with metrics associ