Digital Analyst I - Web Analytics

About the role

GM Financial is seeking a highly-motivated and talented marketing analyst with the skills necessary to use data to deliver actionable insight. As part of the Marketing Intelligence team, the Marketing Analyst I plays a key support role measuring, reporting, and optimizing GM Financial's products and marketing activities. They work closely with different teams and stakeholders to understand their goals and challenges, and map those to the appropriate measurement and reporting solutions. Analysts contribute to all stages of the analytics process and work on a variety of projects—from identifying KPIs, designing tests, building dashboards, to ultimately making recommendations.

Responsibilities

• Deliver analysis, insights, and recommendations to support enhancements of GM Financial’s consumer and dealer marketing
• Collaborate with business stakeholders to understand goals, objectives, establish KPIs, and ensure valid and reliable measurement and tracking
• Support GMF products and business units by developing reporting that monitors behavior and performance of marketing campaigns and channels
• Communicate results effectively to different internal audiences
• Identify data discrepancies and collaborate with Integration and Developer teams for support

Qualifications

• Basic understanding of digital analytics concepts, including KPIs, web performance measurement, customer behavior analysis, and conversion optimization
• Working knowledge of Adobe Analytics or Google Analytics, including reporting, segmentation, workspace analysis, calculated metrics, and audience creation
• Familiarity with Adobe Customer Journey Analytics (CJA) concepts, including cross-channel analysis, customer journey measurement, and data visualization
• Knowledge of Adobe Target and common testing methodologies, including A/B testing, personalization, targeting strategies, and test result interpretation
• Experience developing and maintaining dashboards and reports in Power BI
• Understanding of web analytics implementation concepts, including events, eVars, props, tags, data layers, and tracking validation
• Knowledge of marketing and digital channel performance measurement across web, mobile, email, paid media, and customer self-service experiences
• Strong attention to detail with the ability to identify data quality issues and collaborate with technology teams to resolve discrepancies
• Ability to manage multiple projects and priorities in a fast-paced environment
• Strong verbal, written, and presentation skills with the ability to communicate findings to both technical and non-technical audiences
• Passion for leveraging data and analytics to improve customer experiences and business performance

Education & Work Experience

• High School Diploma or equivalent required
• Bachelor’s Degree in Marketing, Economics, Business Administration, Statistics, or other quantitative discipline or equivalent work experience required
• Master’s Degree in a quantitative discipline preferred
• 1-3 years of total relevant experience required
• 1 or more years of hands-on experience with statistical analysis software (SAS, Python, SQL, etc.) preferred

Additional Knowledge And Skills

• Working effectively within an AI-enabled environment: Ability to use AI tools (e.g., Microsoft Copilot) to support daily work
• Skills in evaluating AI outputs for accuracy, compliance, and bias
• Experience integrating AI into workflows to improve efficiency or insights
• Familiarity with AI-assisted research, summarization, and content generation
• Understanding of responsible AI use, including ethics and data protection

Benefits

• 401K matching
• Bonding leave for new parents (12 weeks, 100% paid)
• Tuition assistance
• Training opportunities
• GM employee auto discount
• Community service pay
• Nine company holidays

Pay

Competitive pay and bonus eligibility.

Schedule

Flexible hybrid work environment, 2 days a week in office.

Sponsorship Notice: At this time, we are unable to offer employment sponsorship for this position. This includes, but is not limited to, H-1B, TN, L1, and OPT visa types.