Eric Neville has 20 years of automotive experience managing campaign strategies across CRM, digital analytics, audience targeting, and media. His career at General Motors began in 2013 as part of a start-up team designed to streamline analytics where he led the development of KPI standardization, integrated measurement planning, and campaign reporting; the solutions were implemented globally within GM. Additionally, Eric designed site optimization best practices and expanded the use of Adobe Test & Target throughout the company.
In 2018 Eric transitioned to a new audience strategy role within Cadillac, developing a high propensity audience for omni-channel deterministic targeting. The following year Eric added media planning responsibilities, leading the development of the 2021 Escalade launch plan that included many firsts for Cadillac such as podcast blitz, gaming integration via Twitch, and music first listens with Republic Records. Eric continues to evolve an audience first approach for Cadillac marketing.
Prior to joining GM, Eric spent 10 years in advertising at BBDO, Doner, and Global Team Blue (GTB) supporting automotive and lifestyle brands. During his time at Doner he helped develop new customer segmentation and customer retention programs for Luxottica. Later at GTB, Eric focused on customer lifecycle management, designing the 1st print on-demand welcome package for Ford Motor Company with over 300 variable fields. Later, Eric transitioned to digital analytics where he developed integrated campaign analytics for Ford Service.