Marketing Optimization Manager

GM Financial Irving , TX 75061

Posted 3 months ago


The Marketing Optimization Manager is an essential role within the Digital Marketing organization at GMF responsible for the digital marketing optimization platforms, deliverables and strategies. This is a role in the Marketing group and is directly responsible for all optimization projects and programs. The Marketing Optimization Manager will work closely with the AVP Web & Mobile Analytics and others in the marketing organization to establish and cultivate a culture of test, learn and optimize, continually identifying new ideas with an eye on improving the customer experience across all functional Digital Experience areas.



  • Guide and develop strategies for creating and executing analytics solutions that lead to improvement and optimization in business performance and risk minimization

  • Oversee the identification and development of business analytic programs and ensure they are in line in with the overall company goals and principles

  • Work with stakeholders to prioritize their analysis needs; build and maintain tools or processes to communicate the status and priority of analysis tasks to relevant business leaders

  • Responsible for instilling good testing judgment in the team as well as training how to properly execute, troubleshoot, and analyze tests

  • Responsible for ensuring that tests and business analysis are documented to a high standard in a timely fashion by technical writers

  • Develop testing best practices by creating a process for test development, execution, determining appropriate test metrics and success criteria

  • Manage testing queue and provide sound analysis of test results and guide business decisions based on that analysis

  • Analyze all aspects of conversion funnels and develop strategies to improve/maximize long-term-value and conversion rates

  • Collaborate with IT to ensure we have the right toolset and internal processes to effectively test

  • Ensure site architecture and site optimization strategy keep pace with evolving organic test practices

  • Work with the executive suite to develop strategies in support of overall company goals

  • Synthesize data/research from multiple sources to define testing thresholds and better understand test outcomes

  • Own the vision and execution of digital testing and optimization strategy for digital properties

  • Serve as the subject matter expert on test structure, sequencing, definition of primary and secondary success metrics, and experiment duration calculation

  • Define and create optimization opportunities and strategies using both qualitative (page evaluations, UX design principles, best practices, site reviews) and quantitative (traffic source analysis, web analytics tools) sources

  • Perform other duties as assigned

  • Conform with all company policies and procedures




  • Strong business acumen to quickly evaluate both tactical and strategic objectives

  • Experience with Adobe Experience Manager (AEM) and the suite of products in the Adobe Marketing Cloud (AMC) including Adobe Analytics, Adobe Target, Adobe Audience Manager and (optionally) Scene 7 as well as other digital solutions

  • Strong leader with ability to mentor and coach their team to success, to provide proper growth pathways to team members (including training), and to prioritize, delegate and manage multiple tasks across multiple projects

  • Proven experience with conversion rate optimization testing including A/B and multivariate web testing and personalization strategy, utilizing best of breed optimization tools

  • Experience with project execution methodologies such as Agile Scrum, Waterfall, XP, etc and the ability to adapt approach when effective to do so


  • Ability to set clear objectives, recognized as a positive role model, adapts project leadership to suit various needs and encourages the active involvement of others

  • Ability to translate both qualitative and quantitative tests results into actionable business insights

  • Keen eye to preserve integrity of the optimization and testing throughout the entire development process

  • Ability to communicate, manage and report on core features of managed people and projects


  • Bachelor's Degree Engineering, Computer Science, Business, Statistics, Marketing or equivalent experience required


  • 3-5 years of professional and management experience required

  • Previous experience with increasing responsibility in marketing automation and optimization programs preferred

Working Conditions

  • Normal office environment subject to stressful situations

  • Flexible schedule with possibility of working long hours including weekends/holidays, occasional overtime or split shifts may be required

  • Limited travel may be required to support business needs

  • Strong focus on providing quality service to internal and external customers

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Marketing Optimization Manager

GM Financial