Consumer Intelligence Specialist

Job Description

This role is categorized as hybrid. This means the successful candidate is expected to report to the Oshawa or Markham Elevation Centre at least three times per week.

The Manager Consumer Intelligence Specialist is a senior researcher responsible for delivering the consumer competitive market and dealer understanding that powers GM Canadas brand media and retail strategies.

Reporting directly to the Head of Marketing Applied Science & Intelligence you will work in close partnership with the Consumer Intelligence & Strategy Lead to shape how GM Canada learns tests and acts on consumer and market intelligence.

This role owns GM Canadas syndicated research ecosystem (S&P Global Mobility JD Power YouGov competitive intelligence platforms proprietary research tools survey panel providers etc.) and leads primary research programs including creative testing retail message testing brand studies and EV/ICE journey research.

You will bring methodological rigor strong analytical capability and a modern AIenabled approach to insight generation.

You will collaborate closely with Brand Managers Media Strategy & Activation the Media Analytics team CX Retail Sales and Global Analytics to ensure research findings translate into clear actionable recommendations that drive brand growth EV adoption dealer performance and retail conversion.

This is a senior individual contributor role with significant influence but no direct people management.

Key Responsibilities:

Insight Leadership & Strategic Partnership

• Act as a senior research advisor to key stakeholders.
• Participate in strategic discussions and planning cycles ensuring research insights shape brand media and retail decisions.
• Bring forward clear evidencebased perspectives on consumer behaviour perception creative resonance competitive dynamics and category trends.
• Support leadershiplevel readouts with sharp concise narratives grounded in data.

Syndicated Research Ownership

• Lead GM Canadas syndicated research portfolio including S&P Global Mobility JD Power Media Radar YouGov competitive intelligence tools and a variety of other consumer retail and market data sources.
• Integrate syndicated insights with primary research digital analytics and retail KPIs to create a unified view of consumer and market performance.
• Conduct crosstab manipulation rootcause analysis funnel analysis audience sizing and segmentationaligned reporting.
• Identify gaps in understanding and recommend new tools methodologies or data sources.

Primary Research Design & Execution

• Lead endtoend research programs including brand studies creative and asset testing retail message testing segmentation inputs and EV/ICE journey research.
• Develop questionnaires sampling plans and analysis frameworks that meet GMs methodological standards.
• Manage research vendors and panel providers to ensure highquality ontime delivery.
• Ensure all research adheres to GMs privacy legal and datahandling requirements.

Insight Analysis Storytelling & Activation

• Analyze survey data syndicated sources competitive intelligence and retail performance to uncover meaningful insights.
• Translate complex data into clear compelling stories that influence nontechnical audiences.
• Embed insights into brand briefs media briefs creative development and retail program design.
• Partner with the Consumer Intelligence & Strategy Lead to prepare leadershiplevel narratives and recommendations.

Data Integration & Measurement Support

• Work closely with the Media Analytics team and Applied Science & Intelligence to connect research outputs with marketing mix modeling forecasting simulations and media and retail performance reporting.
• Contribute to unified measurement frameworks that link brand health demand spaces media performance and retail outcomes.

AI Automation & Modernization

• Champion the use of AIenabled tools for text analytics coding data processing and insight generation.
• Identify opportunities to automate trackers reporting and data integration workflows.
• Pilot new methodologies and technologies that improve speed cost and decision quality.

Operational Excellence & Ways of Working

• Maintain research documentation templates and playbooks to ensure consistency and efficiency.
• Support a test learn scale culture by documenting learnings and codifying best practices.
• Help raise insight literacy across marketing media CX and retail teams.
• Operate effectively in a matrixed multibrand environment aligning diverse stakeholders around insightdriven recommendations.

Required Qualifications

• 610 years in consumer insights marketing research or analytics (clientside or agency).
• Deep experience with quantitative research methods (trackers brand studies creative testing segmentation inputs).
• Strong proficiency with SPSS advanced Excel (Power Query pivot tables complex formulas) and other tools in the consumer and market research space.
• Handson experience with crosstab manipulation rootcause analysis funnel analysis audience sizing and segmentation frameworks.
• Ability to synthesize multiple data sources (syndicated survey digital retail) into a coherent narrative.
• Experience managing vendors budgets and complex research programs.
• Bachelors degree in Marketing Business Statistics Psychology Economics or related field.

Preferred Qualifications

• Experience with S&P Global Mobility JD Power YouGov or similar syndicated platforms.
• Familiarity with survey design conjoint MaxDiff segmentation factor analysis or cluster analysis.
• Exposure to marketing mix modeling attribution or media effectiveness frameworks.
• Experience with dashboarding tools (Power BI Tableau Looker Studio).
• Comfort working with digital analytics retail KPIs or CX data.
• Experience applying AI tools to research workflows.

Success Measures

• Highquality research delivered on time with clear actionable insights.
• Insight contributions reflected in brand plans media briefs and retail programs.
• Strong partnership with the Consumer Intelligence & Strategy Lead and crossfunctional teams.
• Increased efficiency through automation and modernization of research processes.
• Growing trust from stakeholders who proactively seek your input.

Personal Attributes

• Analytical detailoriented and methodologically rigorous.
• Curious and proactive constantly seeking deeper understanding.
• Clear communicator who simplifies complexity.
• Collaborative lowego and comfortable working in a matrixed environment.
• Organized and able to manage multiple projects simultaneously.
• Excited about the role of AI in transforming research.

AI Disclosure:

As part of the application process Artificial Intelligence will be used in the hiring process for this role

Compensation:

The salary range for this role is $74100 to $114300. The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.

Benefits:

The goal of the General Motors of Canada total rewards program is to support the health and well-being of you and your family. Our comprehensive compensation plan currently includes the following benefits in addition to many others:

• Paid time off including vacation days holidays and supplemental benefits for pregnancy parental and adoption leave.

• Healthcare dental and vision benefits including health care spending account and wellness incentive.

• Life insurance plans to cover you and your family.

• Company and matching contributions to a Defined Contribution Pension plan to help you save for retirement.

• GM Vehicle Purchase Plan for you your family and friends.

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.

Non-Discrimination and Equal Employment Opportunities

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.

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required where applicable to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more visit How we Hire.

Accommodations

General Motors 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 or call 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.