Asst. Manager, Owner Growth Strategy - CRM & NBA Journey Architecture

Description
Work Arrangement

• This role is categorized as hybrid to Warren, MI.

Role Summary
The Owner Growth team is seeking a strategic CRM journey expert to help design and operationalize GM's Next Best Action (NBA) engine across the post-purchase lifecycle.
Advanced CRM ecosystem experience is required.
This role is strategy-first and framework-led. While execution will be part of the role -- particularly as we launch and scale our NBA capability -- the primary responsibility is to design scalable, AI-enabled journey architectures that translate signals, triggers, and business objectives into orchestrated 1:1 customer experiences.
The ideal candidate has operated within a mature CRM ecosystem where Next Best Action or AI-driven decisioning is already live. This person has seen advanced lifecycle orchestration done well and can help elevate GM's CRM maturity. This role is a strategic CRM role responsible for journey logic, decision frameworks, experimentation design, and scalable activation models.
KEY RESPONSIBILITIES
NBA & Journey Architecture Strategy

• Drive the design of advanced lifecycle journey frameworks powered by eligibility logic, propensity models, behavioral signals, lifecycle triggers, and suppression strategies.
• Translate business objectives into NBA-ready decision trees and audience strategies.
• Partner with Marketing Operations to ensure journeys are implemented as designed, preserving strategic integrity.
• Maintain and evolve journey catalogs, trigger dictionaries, and orchestration blueprints.

AI-Driven Decisioning Strategy

• Define where AI/ML enhances decisioning versus deterministic logic.
• Ensure NBA frameworks prioritize incremental lift and customer value-not campaign volume.
• Help shape governance guardrails, consent logic, and suppression design.

Modern CRM Platform Fluency

• Operate fluently within advanced CRM ecosystems (Adobe Experience Platform / Journey Optimizer preferred; Salesforce Marketing Cloud, Interaction Studio, Braze, Iterable, or similar enterprise platforms acceptable).
• Understand journey builders, event frameworks, trigger orchestration, and experimentation capabilities.
• Translate platform capabilities into scalable business-ready journey designs (without being the technical builder).

Experimentation & Measurement Strategy

• Define incrementality frameworks, holdout design, lift measurement, and CLTV/retention impact models.
• Ensure each NBA use case includes a clear hypothesis, measurable success criteria, and scalability plan.
• Develop transparent reporting and insights that translate performance into strategic recommendations.

Cross-Functional Strategic Influence

• Collaborate with Growth Brand teams, eCommerce, MarTech, Marketing Applied Sciences (MAS), IT/Data, Legal/Privacy, and other partners to align on integrated roadmaps and readiness gating.
• Influence prioritization decisions across Owner Growth initiatives.
• Operate independently with strong executive judgment in ambiguous environments.

REQUIRED EXPERIENCE

• 5+ years of experience in advanced CRM strategy, lifecycle orchestration, or AI-driven decisioning environments.
• Demonstrated experience operating within a live Next Best Action or AI-enabled CRM ecosystem.
• Hands-on familiarity with enterprise CRM platforms such as Adobe Experience Platform / Journey Optimizer (preferred), Salesforce Marketing Cloud, Braze, Iterable, or similar.
• Proven ability to design multi-step, trigger-based journeys using behavioral, lifecycle, and predictive signals.
• Strong strategic judgment with the ability to design frameworks first and support execution second.
• Experience building structured experimentation programs (incrementality, holdouts, lift analysis, CLTV/retention measurement).
• Strong collaboration, negotiation, and influence skills across complex stakeholder environments.
• Excellent written and verbal communication skills with executive presence.

STRONGLY PREFERRED BACKGROUND
Candidates from industries with mature CRM ecosystems are highly preferred, including:

• Retail (eCommerce or omnichannel)
• Hospitality
• Financial services
• Insurance
• Subscription-based businesses
• Digital-first consumer brands

Experience in environments where real-time personalization, AI-driven decisioning, and lifecycle orchestration are core operating models is strongly desired.
REQUIREMENTS

• Bachelor's degree in Marketing, Business, Analytics, or related field - or equivalent experience.
• Demonstrated ability to translate data, signals, and platform capabilities into scalable customer growth strategies.

About GM
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