Data & Research Analyst

Job Description

Vacancy Status: This posting is for a new vacancy within the organization.

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

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

The Data & Research Analyst is a hybrid analytics and research role that sits at the intersection of Marketing Applied Science (MAS) and Consumer Intelligence & Research. This person will help build and maintain the data foundations, measurement, and reporting that power GM Canada’s brand, media, and retail strategies, while gaining increasing exposure to insight generation and storytelling.

The ideal candidate brings a broad width of data skills (querying, light coding, data structuring, basic modeling support), with a strong focus on naming conventions, data QA, structuring, processing, and cleaning, and is looking to progressively expand into insights and strategy responsibilities. Reporting directly into the Head of Marketing Applied Science & Intelligence, this role offers high visibility, cross‑functional exposure, and a clear stretch path toward a more senior insights/strategy profile.

What this role is

• A hands-on analytics and data role with growing exposure to insight generation and storytelling.
• A bridge between MAS and Research, focused on making data usable, trusted, and actionable.

Key Responsibilities

1. MAS Analytics & Measurement Support

• Support marketing mix modeling (MMM) and other advanced marketing analytics workstreams through data extraction, cleaning, transformation, and documentation.
• Maintain and enhance recurring reporting and dashboarding for key marketing, media, and retail KPIs (e.g., performance dashboards, funnel views, campaign scorecards).
• Partner with MAS specialists to build and refine channel- and tactic‑level measurement that supports optimization of audience activation and ROAS.

2. Data for Consumer Intelligence & Research

• Pull, combine, and structure data for the research and consumer intelligence team, including inputs from syndicated platforms, primary research, digital analytics, and retail KPIs.
• Help create integrated datasets that link brand health, demand spaces, media performance, and retail outcomes to enable deeper learning across the funnel.
• Maintain clear data documentation and lineage so research partners can reuse and trust the underlying data assets.

3. Data Engineering, Structuring & Quality

• Enforce naming conventions, data hygiene standards, and documentation that keep our datasets consistent and reusable across MAS and Research.
• Proactively identify and resolve data quality issues, including building tool support for data cleaning, deduplication, and reconciliation, working with MAS, Research, and IT partners as needed.

4. Insight Support

• Identify and implement opportunities to automate trackers, recurring reporting, and data integration workflows.
• Contribute to research and analytics playbooks, documentation, and best practices, supporting a “test, learn, scale” culture across marketing, media, CX, and retail teams.
• Support data layer of cross‑tab manipulation, root‑cause analysis, funnel analysis, audience sizing, segmentation, demand spaces, and statistical significance testing.
• Work with research partners on data preparation for segmentation, MaxDiff, conjoint, and other advanced methods, ensuring datasets are structured and documented correctly.
• Help translate complex data into clear, visual, and digestible outputs (tables, charts, dashboards) for brand, media, research, and leadership audiences.
• Over time, take on more interpretive responsibility by drafting first‑pass readouts, hypotheses, and simple recommendations in partnership with senior MAS and research leads.

Preferred Qualifications

• Bachelor of Science in Mathematics, Computer Science, Social Sciences, or Business with an analytics focus. Backgrounds or specializations in Statistics, Economics, Psychology, or Business analytics are assets.  
• Post Graduate degrees with research or field studies components are an asset.
• X years xperience in marketing analytics, BI, data engineering, or marketing research with demonstrated technical grounding in data ETL, analysis, statistics, and research methods.
• Demonstrated skill with Power BI is a critical requirement that will be examined. Applicants must be able to effectively use the platform on day 1.
• Experience with automotive or consumer goods categories, or with major market research / data vendors (e.g., JD Power, Maritz, Kantar, YouGov,) is an asset.

• Exposure to advanced marketing analytics methods such as MMM, MTA, time‑series forecasting, or customer‑level modeling (even if in a supporting role) is an asset.
• Experience working in cloud-based data platforms such as Databricks is an asset.
• Experience with digital media KPIs, website analytics, retail KPIs, and CX data is an asset.

Success Measures

• High-quality, well documented datasets and dashboards delivered on time to stakeholders.
• Increasing efficiency and automation in recurring reporting and data workflows.
• Comprehensive and intelligible business visualization of key data to answer business questions, and the sustaining of those visualizations/dashboards over time.
• Collating, standardizing, and building wholistic ground-truth datasets that represent the breadth of available data on GM Canada’s marketing operations, customer audiences, and competitors.

• Analytical and detail‑oriented, with strong data hygiene and QA instincts.
• Integrity and transparency in day-to-day work, providing and receiving honest and clear feedback, and able to self-correct and improve over time.
• Intrinsically curious, eager to understand not just what the data shows but why it matters for human behaviour, perception, and decision‑making.
• Able to structure data and the ability to build a story around the data.
• Collaborative and low‑ego, comfortable working across MAS, research, brand, media, CX, retail, and external partners.
• Organized and disciplined, able to manage multiple projects and requests simultaneously in a matrixed, multi‑brand environment.
• Energized by working in a fast‑paced, large organization that is constantly evolving, with openness to change and experimentation.
• Excited about AI, automation, and modern analytics tooling as levers to improve speed, quality, and the impact of marketing decisions.

Join Us: At General Motors, we’re not just transforming marketing; we’re setting the pace for the industry. If you’re ready to lead with influence, embrace change, and drive the brand towards a future of creative brilliance, we want to hear from you.

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.

The salary range for this role is $76,100 to $114,300. The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.

GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP NOW OR IN THE FUTURE.

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 us at 1-800-865-7580. In 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.