Expert Decision Support Analyst - Audience Devloper

General Motors is seeking a highly analytical and technically skilled Audience Segmentation & Insights Strategist to join our Marketing Applied Sciences Activation team. In this role, you will focus on hands-on audience development in Databricks (SQL/PySpark) and enable accurate delivery of audiences into onboarding platforms such as LiveRamp, where downstream teams will activate them across CRM, media, and other channels.

You will partner closely with Audience Product Owners, MediaOne Audience Strategy, Data Science, and Engineering to turn data into reliable, reusable audience assets. This is a great opportunity for someone who enjoys coding, data pipelines, and operational enablement, while directly influencing marketing outcomes and customer experiences.

Key Responsibilities

• Audience Segmentation & Development

• Write, optimize, and maintain SQL and PySpark code in Databricks to identify, size, and profile customer audiences using behavioral, transactional, and demographic data.
• Build and maintain audience logic that leverages first-party data, propensity scores, and other model outputs provided by MAS Data Science.
• Perform detailed audience persona and overlap analyses to support MediaOne Audience Strategy and Audience Product Owners.

• Operational Workflows & Data Enablement

• Design and manage data workflows that move audiences from source systems and curated tables into LiveRamp and other onboarding / routing layers.
• Ensure that audience payloads, keys, and attributes are structured correctly for downstream activation teams (CRM, media, personalization) to consume.
• Monitor, troubleshoot, and continuously optimize these pipelines for performance, scalability, and data quality (e.g., match rates, audience sizing, mutual exclusivity).

• Insights, QA & Documentation

• Conduct deep-dive analysis on audience performance, composition, and engagement trends to identify opportunities for refinement or new audience concepts.
• Translate analytical findings into clear recommendations for segmentation changes, guardrails, and architecture improvements.
• Create and maintain audience “recipes” and documentation (data sources, joins, filters, thresholds, business rules) in Confluence, SharePoint, and Jira so others can understand, QA, and reuse the logic.
• Contribute to repeatable QA processes and checklists to validate audience counts, overlaps, and adherence to agreed business rules.

• Cross-Functional Collaboration

• Partner closely with Audience Product Owners / Strategists, MediaOne Audience Strategy, MAS Data Science, and Tech Enablement to align on audience requirements and implementation details.
• Act as a subject matter expert on segmentation logic and audience pipelines into LiveRamp, helping non-technical stakeholders understand what is possible and what trade-offs exist.
• Participate in working sessions and code reviews to ensure consistency and robustness across audience builds.

Required Qualifications

• Bachelor’s degree in Data Science, Computer Science, Information Systems, Marketing Analytics, or a related field; or equivalent practical experience.
• 5-8+ years of experience in data analytics, marketing technology, audience segmentation, or analytics engineering.
• Strong proficiency in SQL and working experience with PySpark in a cloud environment such as Databricks.
• Experience working with large, complex customer data sets that may include behavioral, transactional, and demographic signals.
• Hands-on experience designing or supporting data pipelines that feed onboarders / identity platforms (e.g., LiveRamp or similar), even if you are not the in-platform campaign activator.
• Demonstrated ability to track, document, and govern audience logic and processes using tools such as Confluence, SharePoint, and Jira.
• Strong analytical and problem-solving skills, with the ability to turn data into concrete recommendations.
• Effective communication skills and comfort collaborating across both technical (Data Science, Engineering) and non-technical (marketing, strategy) stakeholders.

Preferred Qualifications

• Experience consuming and operationalizing data science models (e.g., using model outputs/propensity scores in segmentation logic, understanding basic score distributions, partnering with data scientists on how scores are applied).
• Familiarity with marketing activation channels (CRM, paid media, web/app personalization) and how they consume onboarded audiences.
• Experience with customer data platform (CDP) concepts, audience catalogs, and cross-channel orchestration.
• Prior experience in automotive, retail, or performance-marketing environments.
• Experience working within global or matrixed organizations.

Travel %

0%

Primary Location City/State:

Homebased - Conway, Arkansas

Additional Locations (if applicable):

Acxiom is an equal opportunity employer, including disability and protected veteran status (EOE/Vet/Disabled) and does not discriminate in recruiting, hiring, training, promotion or other employment of associates or the awarding of subcontracts because of a person's race, color, sex, age, religion, national origin, protected veteran, military status, physical or mental disability, sexual orientation, gender identity or expression, genetics or other protected status.

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Attention Colorado, California, Connecticut, Maryland, Nevada, New Jersey, New York City, Ohio, Rhode Island, and Washington Applicants: This position is not located in the aforementioned locations but applications for remote work may be considered. For information about this role under state or local equal pay or pay transparency laws, please contact [email protected].