Strategist, Audience Segmentation and Insights

Title: Strategist, Audience Segmentation & Insights

Location: Work From Home - United States, Austin, Detroit, Milford or Mountain View

Job Description:

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.

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.

What You’ll Do

Audience Segmentation & Insights

• 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.

Operational Workflows & Data Enablement

• 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.

Insights and Analysis

• 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.

Cross-Functional Collaboration

• 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.

 

Your Skills & Abilities (Required Qualifications)

• 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.
• Experience working across large, complex datasets and global/matrixed organizations a plus.
• Excellent communication skills, with the ability to collaborate effectively across technical and non-technical stakeholders.

This job is not eligible for relocation benefits.  Any relocation costs would be the responsibility of the selected candidate.

Compensation: 

• The expected base compensation for this role is: $83,800 - $136,200. Actual base compensation within the identified range will vary based on factors relevant to the position. 
• Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance. 
• 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. 

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us 

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Benefits Overview

From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions.

Non-Discrimination and Equal Employment Opportunities (U.S.)

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.