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

Job 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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