Digital Analyst I - Web Analytics

JOB DESCRIPTION

Why GM Financial?

GM Financial is the wholly owned captive finance subsidiary of General Motors and is headquartered in Fort Worth, U.S. We are a global provider of auto finance solutions, with operations in North America, South America, and the Asia Pacific region. Through our long-standing relationships with auto dealers, we offer attractive retail financing and lease programs to meet the needs of each customer. We also offer commercial lending products to dealers to help them finance and grow their businesses.

At GM Financial, our team members define and shape our culture - an environment that welcomes new ideas, fosters integrity, and creates a sense of community and belonging. Here we do more than work - we thrive.

Our Purpose: We pioneer the innovations that move and connect people to what matters.

This position will be posted until filled.

RESPONSIBILITIES

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.

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've demonstrated through their past work experiences that they know how to work with data and have a passion for doing more. Marketing Analysts work closely with different teams and stakeholders to understand their goals and challenges, and map those to the appropriate measurement and reporting solutions. They 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. Analysts bring both the technical know-how for working with data, as well as the communication and critical-thinking skills needed to explain often complex topics to different audiences.

In this role you will:

• 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
• Effective communication about results to different internal audiences
• Identify data discrepancies and collaborate with Integration and Developer teams for support

• 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

• 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

• Normal 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