Description
This role is categorized as hybrid . This means the successful candidate is expected to report to Warren - Building 7000 / Cadillac Tower three times per week, at minimum.
This job may be eligible for relocation benefits.
The Head of Owner Growth Marketing will serve as a performance marketing leader at General Motors, responsible for the growth in CRM-driven marketing outcomes amongst our Chevy, Buick, GMC and Cadillac owners. With a team, this leader will be responsible for the short-term and long-term success of revenue performance improvements for owner products, a strategic priority at General Motors. This requires having a performance-driven leadership approach and skillset that optimizes both customer outcomes and business growth. This position reports to the Head of Customer Engagement Marketing.
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For this role, we are seeking a performance-driven CRM expert who is enthusiastic about unlocking sales for our owner products. The portfolio of products include OnStar, Rewards, Card, Customer Care & Aftersales, Accessories, Charging, and integration with third party products like GM Insurance, GM Financial, SiriusXM and more. This leader will oversee a team who leverages channels like email, direct mail, in-channel notifications, web integration, 1:1 paid media amplification to achieve their objectives both for individual products and across products. They will also partner cross-functionally with brand marketing, web, eCommerce and Customer Success counterparts to coordinate in-channel experiences.
To achieve strong results, a successful candidate will need a modern marketing mindset that is curious, adaptable, digital-first, and outcome-driven. This individual must possess the unique abilities to author net new strategies, champion cross-functional work with ease, collaborate with a wide range of stakeholders, and create simplicity out of complexity.
KEY RESPONSIBILITIES/ACCOUNTABILITIES:
- Develop CRM strategies that support growth targets for owner-based products, leveraging direct 1:1 channels to deliver an optimal reach, frequency and channel mix plan that achieves forecasted objectives
- Serve as the CRM channel lead for a portfolio of products, integrating into and partnering with marketing peers for overall 360 degree marketing plan development
- Build and lead a high performing team of people leaders and individual contributors by recruiting, developing, driving personal and team accountability to execute the strategic business goals of the Owner Growth CRM department
- Look across products, touchpoints and tactics to innovate and deliver incremental revenue growth
- Provide guidance on creative and channel plans, including defining scope, key messages, investment strategies, and target customers.
- Establish new creative, audience, and channel strategies for ongoing and ad hoc email campaigns.
- Utilize consumer insights and identify competitive opportunities to shape tactics.
- Take a leadership role in collaborating with key stakeholders as a part of annual planning and ongoing operating model.
- Foster a test-and-learn culture that focuses on results and continuous improvement.
- Product portfolio includes (but is not limited to):
- OnStar activations, subscription renewals, retention, and win backs
- OnStar product launch and engagement
- GM Rewards program earnings and redemption
- GM Card acquisition and engagement
- Vehicle Accessories promotion
- Dealer Service visits for maintenance and repairs
- Home charging installation and public charging engagement
- Sirius XM and other streaming audio services
- Collaborate closely with various teams including OnStar Sales & Revenue Operations, Vehicle Brand Marketing, Loyalty team, Customer Lifecycle team, Customer Care & Aftersales, PDM, Fleet, Finance, and Legal to ensure consistency across the business and customer experience.
- Lead and develop a high performing team including training and coaching, performance enablement and identification/selection of talent.
Additional Description
REQUIREMENTS:
- 10+ years of experience in leading CRM or lifecycle marketing for a direct-to-consumer brand or business, 7+ in a leadership capacity.
- Undergraduate degree in marketing or business, MBA or graduate degree preferred.
- Experience in growing businesses through marketing outcomes.
SKILLS/ABILITIES:
- Significant people leadership experience with a proven record of guiding high-performing teams.
- A strong ability to create and foster cross-functional relationships across business stakeholders.
- Experience planning and managing large-scale, strategic marketing and experience initiatives (including financial planning, across matrixed organizations).
- Demonstrated strong executive presence and success as a collaborative leader with experience attracting, developing, managing, motivating and retaining outstanding talent.
- Ability to work well in a complex team environment and marshal resources (people, funding, material, support) to get things done; uses resources effectively and efficiently.
- Ability to effectively span across multiple leadership levels, teams, programs and topics utilizing highly efficient time management skills
- Ability to develop and communicate new and unique marketing ideas that will effectively drive consumers to action.
- A strong eye for effective creative ideas and execution.
- Ability to make/recognize effective trade-off decisions and can negotiate skillfully in tough situations with both internal and external groups, can win concessions without damaging relationships.
- Highly developed presentation skills both in the development and delivery of presentation
- Ability to write clearly and succinctly in a variety of communication settings and styles; can get messages across that have the desired effect.
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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