Group Strategy Manager, Audience Activation

Job Description

The Role 

General Motors' Marketing Applied Sciences (MAS) team is seeking an experienced, strategic, and data-fluent leader to serve as Group Strategy Manager, Audience Activation. This role sits at the heart of GM's marketing transformation, leading a team of audience strategists responsible for developing, governing, and activating data-driven audience strategies across GM's brand portfolio. 

Success in this role requires a unique blend of audience strategy expertise across Media, site, and CRM, technical acumen, cross-functional leadership, and the ability to translate complex data into compelling marketing decisions. The ideal candidate brings deep, hands-on media expertise, including a strong command of programmatic ecosystems, paid media activation, media measurement frameworks, and addressable audience delivery. This is an opportunity to shape how GM uses first- and third-party data to reach the right customers at the right moment. 

What You'll Do 

Lead and develop a team of audience strategists, providing coaching, prioritization, and career development across cross-brand activation work 

Collaborate closely with the Media team on the end-to-end audience strategy process, ensuring accurate and efficient audience builds aligned to Media strategy and successful activation, including but not limited to audience sizing, reach/frequency planning, and segment-level performance expectations 

Serve as the primary MAS point of contact for audience strategy across brand and agency partners, working closely with the Media team to align on campaign needs, taxonomy, audience development timelines, and channel-specific delivery requirements (programmatic, social, display, etc.) 

Serve as an experienced interpreter of marketing and media requests, translating ambiguous campaign briefs and brand objectives into clear, defined audience strategies 

Oversee the development and activation of Pronghorn-powered audiences across media, site, and CRM channels, ensuring alignment with marketing objectives and model recommendations 

Partner closely with MAS Data Scientists and the Media team to translate modeling outputs into actionable, campaign-ready audience segments. Advise on match rate optimization, addressability, and scaling trade-offs across activation platforms. 

Manage audience workflows across platforms including Databricks, Adobe Real-Time CDP, AEP, LiveRamp, and other onboarding and activation tools 

Support the product development team in building, testing, and deploying new media capabilities and platforms.  Translate technical capabilities into actionable pilot opportunities. Work with the T&L team to lead development of testing strategies and campaigns to deliver new marketing opportunities and channels 

Demonstrate strong leadership and decision-making in establishing audience best practices, including standards for audience building, scoring, and sizing, to ensure consistent, scalable segmentation logic across brands and channels 

Establish and maintain governance standards for audience documentation, segmentation logic, and operational data flows (Confluence, SharePoint, etc.) 

Drive audience insights and persona analysis by synthesizing behavioral, transactional, and demographic data to inform targeting strategy, connecting audience insights directly to media performance outcomes

Champion data quality and privacy compliance across audience workflows, ensuring audiences are built and activated in alignment with GM's data governance and privacy requirements 

Represent the Audience Activation capability in cross-functional planning sessions, brand standups, and MAS leadership forums