The Global Director of Marketing Data & Operations is core to the broader transformation towards world-class modern marketing capabilities at General Motors. This role is part of a larger Performance Driven Marketing group tying together the ‘modern marketing machine’ including planning & insights, measurement sciences, marketing technology, and consent & privacy.
In this role, you’ll be building a department and leading the transformation towards a modern marketing organization through data-driven marketing. We are looking for someone who brings operational excellence to the table, ensuring robustness with a clear focus on on-time, on-quality, and on-cost production of Marketing data and operations. You will be responsible for developing global data standards, executing data layer for marketing data (MarTech / AdTech and the broader data ecosystem), ingestion and quality (QA/QC) of marketing data for activation and analytics, operationalizing MarTech capabilities, and driving operational excellence for campaign production and execution. Key to success in this role is the ability to see opportunities to improve – optimizing all aspects of Marketing Operations at General Motors to be faster, more efficient, and more effective. They are a well-rounded athlete familiar with building strong central execution teams, managing effective resource planning to maximize the productivity of team & technology, and have strength in cross-functional collaboration.
Duties and responsibilities
Develop and manage the overall Marketing Operations strategy, and the oversee the day-to-day management of data capture, governance, operational measurement / analysis, and execution of marketing campaigns.
Own enterprise global marketing data roadmap, strategy, operational framework and governance (MarTech, AdTech, 1st Party Data, and Data Partnerships)
Design and lead all aspects of standardized data structures, attributes, taxonomies and needed governance of marketing data with holistic understanding all key data sources, connections, process rules, etc. to represent activation and analytical needs cross-functionally
Bring operational excellence for data streamlining, automation, and the required tools to monitor the overall ecosystem
Responsible for marketing data engineering and technical operations to ensure production-quality data for the broader PDM team and GM enterprise
Develop and operate an effective governance model with the right balance of structure, standardization, speed, agility, and business requirements to build the foundation of a mature modern marketing
Work closely with leadership, partner organizations, and implementation teams to drive design & oversight of APIs, data sharing capabilities, and support models to underpin modern marketing transformation strategy
Partner cross-functionally to understand data interlocks, working closely with CDAO, GMIT, and others to advocate and prioritize key efforts for a more data-driven ecosystem
Partner with Information Technology and Chief Data Analytics Office teams to integrate new data management technologies and software engineering tools (automation, process improvements) into existing system and enabling a single source of truth around marketing data
Responsible for the marketing data architecture and taxonomy; partner with key organizations (e.g. IT and CDAO) on requirements for internal GM customer data
Maintain consistent focus on operational excellence: on-time, on-cost, and on-quality; seeking continuous improvement for full customer lifecyle execution
Drive extensive QA/QC process to ensure production-quality data within the GM Marketing ecosystem for activation and analytics
Define key performance indicators for quality and compliance metrics to ensure data related policies and standards are followed; build associated data governance scorecard
Educate marketing, agencies, and other cross-functional teams on data stewardship, quality, and consistency by providing needed exception reports, analytics, and continuous process improvements
Responsible for implementation and execution of marketing specific operations, e.g. CRM database pulls, data layer enablement (MarTech, AdOps, Tagging), data management operations within CDP / DMP, campaign execution, etc.
Responsible for developing and carrying out process(es) for continuous improvement to improve outcomes (uptime, quality, robustness, etc.) while increasing efficiencies (costs, streamline processes, etc.)
Develop and continuously improve global governance model and audit of AdOps and MarTechOps (tags, data layer, etc); will partner with Privacy Operations to ensure data ethnics and privacy controls
- 15+ years of relevant professional experience with a background in some combination of marketing analytics, data science, big data, business intelligence, data engineering / architecture, process engineering
- Ideally have worked and managed large teams in previous matrixed organizations, with an understanding of embedded / central structures
- Ability to understand business priorities and prioritize scarce resources appropriately
- Deep experience with data ingestion, taxonomy, ETL development
- Expert in data management and BI technologies to enable future-proofing strategies on data quality and production
- Depth of experience in the marketing technology space with AdOps, MarTech Ops, and other known & unknown customer data
- Experience in architecting marketing data
- Strong project and operational leadership skills and experience
- Solid understanding of data, databases, data tools (e.g. SQL) and data processing experience
- Advanced degree preferred
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 aspire to be the most inclusive company in the world. 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. Our Work Appropriately philosophy supports our foundation of inclusion and provides employees the flexibility to work where they can have the greatest impact on achieving our goals, dependent on role needs. Every day, we want every employee, no matter their background, ethnicity, preferences, or location, to feel they belong to one General Motors team.
The goal of the General Motors total rewards program is to support the health and well-being of you and your family. Our comprehensive compensation plan incudes, the following benefits, in addition to many others:
• Paid time off including vacation days, holidays, and parental leave for mothers, fathers and adoptive parents;
• Healthcare (including a triple tax advantaged health savings account and wellness incentive), dental, vision and life insurance plans to cover you and your family;
• Company and matching contributions to 401K savings plan to help you save for retirement;
• Global recognition program for peers and leaders to recognize and be recognized for results and behaviors that reflect our company values;
• Tuition assistance and student loan refinancing;
• Discount on GM vehicles for you, your family and friends.
General Motors is committed to being a workplace that is not only free of discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that workforce diversity creates an environment in which our employees can thrive and develop better products for our customers. We understand and embrace the variety through which people gain experiences whether through professional, personal, educational, or volunteer opportunities. GM is proud to be an equal opportunity employer.
We encourage interested candidates to review the key responsibilities and qualifications and apply for any positions that match your skills and capabilities.
Equal Employment Opportunity Statements
The policy of General Motors is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's age, race, color, sex, religion, national origin, disability, sexual orientation, gender identity/expression or veteran status. Additionally, General Motors is committed to being an Equal Employment Opportunity (EEO) Employer and offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us at Careers.Accommodations@GM.com . In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.