Description
This role is categorized as HYBRID . This means the successful candidate is expected to report to GM - 7000 Building three times per week, at minimum. This job may be eligible for relocation benefits.
The Cross Brand Strategy and Planning Manager is responsible for driving strategy, innovation and outcomes for brand-based 1:1 customer communications.
As part of the Lifecycle Marketing team, the focus will be on the performance of every customer interaction across our lifecycle. From vision to strategy through execution, a successful candidate will have a passion for customer engagement, experience in cross-channel, outcome-based marketing, and an innovative spirit aimed at testing, learning and optimization. Core lifecycle strategies include customer acquisition and owner engagement, with channel implementation across email, direct mail, SMS, in-app, in-vehicle, and 1:1 paid media.
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You should be proficient in Adobe tools/platform and be able to support research, best practices, user behavior, and customer insights to inform decisions and recommendations.
The ideal candidate will interact with the following teams to ensure deliverables and support strategic facilitation discussions and drive growth plans.
A successful candidate will actively collaborate with:
- Brand Performance Marketing
- Customer Lifecycle (Customer Automated Notification System, Customer Sales Service Retention, Centralized Owner processes, EV programs)
- Marketing Applied Sciences (MAS)
- Adjacencies (Accessories, My Rewards/GM Card, Customer Care and Aftersales, Global content Studio, etc.)
- Channel Strategy and Planning
- Advertising/Marketing/Product
- Media
- T1-T3 site
- Brand Sales Operations (Retail and Incentives)
- Events and Promotions
- Digital Retail Platform
In this role, the Cross Brand Strategy and Planning Manager will focus on the following areas:
- Lead a performance driven team
- Strategy for tailored customer centric campaigns
- Accountable for high value behaviors and sales targets
- Use data and insights to refine campaigns
- Partner with teams to focus on all phases of the customer journey
- Collaborate with all GM partners in line with corporate behavior expectations
- Oversee review of all created materials across all CRM creative
- Champion Brand materials endorsing right message, right timing and right channel
- Present to leadership
- Manage budget
- Lead and grow emerging marketing talent
Provide knowledge and experience to the brand teams by pursuing the following:
- Strategic audience management focused on personalization, leveraging available owner data, research, and insights.
- Direct the development of insights from available owner data.
- Share best practices amongst brands and other GM partners.
- Partner with the Product and Customer Experience/Engagement teams to identify upstream customer needs that drive product definition, value proposition, and target audience definition.
Assist in the management of brand owner, hand raiser, former owner, and pure conquest communications by:
- Working with Performance Driven Marketing team to target these audiences, with the right messaging and follow up cadences to push down the funnel.
- Oversee CRM communications to fulfill Brand conquest/retention/sales objectives.
- Across all CRM creative (Customer Lifecycle, CRM Retail, Customer Sales Service Retention, Digital Publications, etc.), champion Brand materials to endorse that each piece is on target with the right message, right timing and channel.
- Creation of a performance-based culture by championing an iterative approach to improving the customer experience, including channel delivery and content enhancements relative to insights and analytics
Additional Description
Skills Required :
- Forward-looking performance marketer who excels in a fast-paced innovation environment
- Interest in enabling change in how we deliver 'best-in-class' marketing
- Ability to work cross-functionally with input from multiple areas of the business
- Problem-solving skills, including planning, time management and organizational proficiencies
- Capable use of modern marketing tools; effective use of insights, data, 1:1 and addressable technologies, AI/ML, leading-edge digital channels, test-and-learn, to advance how we reach the right customer with the right message at the right time
Educational Requirements:
- Four-Year Accredited College Degree
- Advanced/Master's degree in a marketing or business-related field (preferred but not required)
Additional Requirements / Qualifications:
- 7+ years of CRM and digital marketing experience
Areas of expertise:
- Experience with complex integrated/automated marketing campaigns and segmentation strategies
- Data analysis and data-driven marketing initiatives
- Experience in marketing a technology brand and its associated products
- Direct Agency experience or Agency management experience
- Proven ability to work with cross-functional teams
- Excellent written and verbal communication skills
- Affinity to facilitate problem solving & collaboration
- Proven experience in effective project management
GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP (e.g., H-1B, TN, STEM OPT, etc.) NOW OR IN THE FUTURE.
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