Digital Performance Specialist 3

Website Optimization Analyst

About the role

The Website Optimization Analyst, employed by GP Strategies, supports General Motors’ dealer website ecosystem by improving dealer website performance, data quality, provider accountability, and optimization execution across dealer websites.

This role combines digital performance analysis, SEO and Generative Engine Optimization (GEO) performance measurement, provider benchmarking and scorecard operations, website tagging oversight, test-and-learn coordination, consumer-signal analysis, and cross-functional coordination. The Analyst turns complex data into concise reporting, practical recommendations, documented action plans, and measurable follow-through.

The Analyst works closely with the Website Optimization Lead, GM partners, website providers, technology teams, and optimization vendors. The role identifies trends and risks, validates measurement output, tracks commitments, recommends next steps, and escalates issues when additional action is required. 

This hybrid position requires the team member to be available on-site in Warren, MI, three days a week (Tuesday to Thursday).

Key responsibilities

Website performance, SEO, and GEO

• Produce recurring portfolio reporting on website performance, SEO, and GEO results.

• Interpret dashboards and performance data to identify trends, inconsistencies, data nuances, and optimization opportunities.

• Support enterprise SEO dashboard operations and provider measurement activities.

• Track provider SEO platform fixes, measure success, and flag issues requiring additional action.

• Support GEO pilot operations by measuring optimization results, identifying opportunities, and contributing to provider action plans.

• Help track content and optimization initiatives across brands, providers, and related partners.

Scorecards and accountability

• Maintain monthly data inputs for provider and dealer scorecards.

• Support reporting automation and improve the efficiency and reliability of recurring scorecard processes.

• Analyze scorecard metrics and flag negative trends for provider action plans.

• Track provider action plans, implementation status, and changes in performance.

• Support the ongoing administration of approved performance metrics and reporting frameworks.

Tagging and measurement operations

• Track website provider tagging cleanup and measure the success of remediation activities.

• Coordinate the intake, tracking, and escalation for website tagging issues.

• Support dealer escalations and maintain visibility into implementation progress.

• Support requirements documentation updates related to tagging specifications, provider remediation, and measurement changes. 

• Help develop and maintain a streamlined tagging-escalation process across impacted workstreams.

• Validate that measurement and reporting outputs are consistent with implementation status and business requirements.

Website Optimization matrices and quality assurance

• Request and track quarterly provider updates for website optimization and provider capability matrices (existing and specific to the automotive manufacturer).

• Compile responses and perform quality assurance on matrix data.

• Facilitate updates with internal and external partners and maintain accurate documentation.

Test and Learn

• Support the development of Test-and-Learn plans with brand partners, GP Strategies Digital Performance Team, and providers.

• Track suggestions, requirements, dependencies, feasibility, and timing across the testing roadmap.

• Develop testing framework, monitor implementation and maintain status visibility for active tests.

• Analyze results and prepare report-outs that explain performance, limitations, and recommended next steps.

• Translate findings into practical optimization recommendations.

Consumer feedback and incident signals

• Review monthly responses from the Emplifi platform to identify key trends and priority issues (prior experience with Emplifi not mandatory).

• Track priority incidents and perform trend analysis.

• Escalate recurring or high-impact issues to the appropriate provider or internal partner as needed.

• Measure changes following feedback, incident resolution, or provider action plans.

Communication and operating cadence

• Participate in weekly brand, provider, internal team, optimization-vendor, manager, and SLA meetings.

• Prepare concise updates that summarize findings, business impact, owners, decisions needed, and next steps.

• Maintain accurate status tracking and follow up on commitments across multiple workstreams.

• Build productive working relationships with providers, brands, internal partners, and vendors.

• Communicate analytical findings clearly to both technical and nontechnical audiences.

Required qualifications

• Foundational knowledge of SEO and GEO, including organic search performance, technical and content optimization, AI-search visibility, and common measurement limitations. 

• Experience analyzing digital, website, marketing, product, customer, or operational data.

• Demonstrated ability to interpret dashboards, identify trends, investigate inconsistencies, and communicate recommendations.

• Experience managing recurring reporting, scorecards, operational trackers, action plans, or similar performance-management processes.

• Strong organizational skills and dependable follow-through across multiple concurrent workstreams.

• Experience coordinating with cross-functional teams, vendors, agencies, technology partners, or service providers.

• Ability to identify when an issue requires additional investigation, action, or escalation.

• Strong written and verbal communication skills, with the ability to explain findings to technical and nontechnical audiences. 

• Sound judgment, attention to detail, and a practical problem-solving approach.

Preferred qualifications

• Experience with SEO, web analytics, digital marketing, website optimization, or digital performance programs.

• Experience with website tagging, analytics implementation, data remediation, measurement QA, or technical issue tracking.

• Experience with KPI scorecards, reporting automation, performance trends, or provider accountability.

• Experience with A/B testing, experimentation, Test-and-Learn programs, product analytics, or continuous improvement.

• Familiarity with GEO, generative-search optimization, AI-enabled content discovery, or prompt-based content evaluation.

• Experience analyzing surveys, customer feedback, incidents, service-level trends, or operational signals.

• Familiarity with tools such as SEMrush, Scrunch AI, Emplifi, dashboarding platforms, or comparable digital-performance systems.

• Experience creating concise leadership updates, business reviews, or data-driven presentations.

What success looks like

• Website, SEO, GEO, and scorecard reporting is accurate, timely, and actionable.

• Data inconsistencies, adverse trends, tagging issues, and priority incidents are identified and routed to the appropriate  owner.

• Provider responses, capability matrices, action plans, and test results are tracked with clear status, owners, dates and supporting evidence.

• Optimization recommendations are grounded in data and connected to measurable outcomes.

• Stakeholders and providers understand their responsibilities, decisions needed, next steps, and timelines.

• The Analyst strengthens the team’s ability to move from performance results to prioritized recommendations and completed actions.