Assistant Manager, Funnel & Conversion Analyst

Job Description

Work Arrangement

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This role is categorized as hybrid. This means the successful candidate is expected to report to the GM Global Technical Center - Warren, MI, three times per week, at minimum.

The Role

The GM Loyalty team is seeking an Assistant Manager, Funnel & Conversion Analyst who is a data-driven professional with the ability to examine high priority customer experiences and funnel performance at each marketing touchpoint - from initial awareness through member sign-up and engagement (earn/redeem). This role will be responsible for identifying bottlenecks + drop-off, optimizing campaign performance, and maximizing conversion rates through analysis of user behavior and key metrics.

The ideal candidate has a proven ability to solve problems, collaborate across functions, and prioritize effectively in unstructured environments – all while keeping the customer at the forefront. A background in research and analytics, with experience in loyalty programs, e-commerce, retail, and/or automotive is highly valued. They should thrive in a fast-paced team environment, demonstrate critical thinking and be results-driven. Most importantly, they are inspired to drive strategic, data-driven innovation to deliver a seamless, best-in-class loyalty rewards experience.

What You’ll Do  

• Document visual representations of high-priority customer experiences and funnels to provide a clear understanding of the customer journey through all relevant marketing touchpoints (i.e., digital, CRM, etc.)

• Develop a funnel measurement strategy, including KPIs such as drop off rates, number of keystrokes, time to complete and number of clicks

• Collaborate across internal teams and with external partners to measure and report out on the impact of campaigns, operational issues, customer experience, A/B testing and key performance objectives and business results

• Coordinate with the creative, channel, and IT teams to ensure that content is tagged/tracked throughout the funnel and measured accordingly

• Build and maintain analytic reports, datasheets and workspaces to enable and measure key funnel performance

• Maintain always-on and ad-hoc reporting process and utilize project management and communication skills to set priorities, manage and meet deadlines

• Derive insights that identify loyalty experience enhancements, market opportunities, optimizations, and solution gaps

• Synthesize and present findings and recommendations to business managers, internal teams, senior leadership, and organizational stakeholders, as necessary

Additional Job Description

Your Skills & Abilities (Required Qualifications)

• Bachelors degree

• 4+ years related experience in research and analytics, strategy, and planning

• Familiarization with marketing metrics and retail concepts including the conversion funnel, revenue tracking, website engagement and performance, customer feedback, loyalty, and value streams

• Experience with automotive industry and/or Loyalty rewards programs a plus

• Technical skills including experience troubleshooting tag functionality, implementing tag management systems like Adobe Launch or Google Tag Manager, and utilizing data visualization tools like Power BI, Tableau, Google Data Studio

• Basic understanding of web technologies including HTML, CSS, and JavaScript

• Advanced oral and written communications skills

• Strong analytical skills; must be proficient in web analytics tools such as Adobe Analytics and/or Google Analytics and/or Heap, and in analyzing, synthesizing, and interpreting digital data 

• Must be a team builder who can develop and maintain relationships and gain the confidence of other professionals both internally and externally

• Self-starter, proactive, problem solver; ability to work effectively both independently and collaboratively in a team environment both in-person and virtually

• Previous experience leading eCommerce and web analytics or intelligence reporting and/or research projects

• Comfort with ambiguity to handle changing demands and ability to work in self-directed environment with a high sense of ownership and urgency 

• Strong project management, written and verbal communication skills and comfortable finding the meaning in data, turning it into stories and actionable insights and presenting with confidence to multiple audiences across the organization

What Will Give You A Competitive Edge (Preferred Qualifications)​

• Degree in Marketing, Advertising, Communication, Computer Sciences, Statistics, Business Adminis