Description
Hybrid : This role is categorized as hybrid. This means the successful candidate is expected to report to Warren, Michigan, three times per week, at minimum.
The Role
As a leader within the OnStar Marketing team and the Customer Engagement Team, the Relationship Marketing Manager is responsible for driving innovation and delivering measurable outcomes across GM's subscription-based communications for OnStar services. Managing millions of customer touchpoints annually, this role oversees a team focused on optimizing every customer interaction throughout the lifecycle. From strategic vision to tactical execution, this individual should have a passion for customer engagement, cross-channel marketing expertise, and a spirit of innovation aimed at continuous testing and optimization. Scope of work includes driving customer acquisition, retention, churn reduction, and product engagement through a variety of channels, including email, direct mail, SMS, in-app, in-vehicle, and 1:1 paid media. This position reports to the Head of Owner Growth and manages a direct team.
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What You'll Do
- Leadership of 1:1 subscription marketing campaign for OnStar and part of the management team for overall GM owner growth, reporting directly to the Head of Owner Growth on the Customer Engagement team
- Develop and initiate CRM strategies that support 1:1 communication, delivering the right message to the right customer at the optimal time and channel.
- Leverage data and analytics to foster strong customer relationships and drive performance improvements across all touchpoints.
- Manage cross-channel campaigns, including Email, Direct Mail, SMS, In-App, In-Vehicle, and 1:1 Media.
- Oversee cross-lifecycle journey development, driving key outcomes across acquisition, retention, upsell/cross-sell, winback, product engagement, loyalty, and seasonal/retail promotions.
- Collaborate with the OnStar Sales team to define KPI objectives and align campaigns with subscription performance targets.
- Partner with Brand, Digital Marketing, Retail, and Product Marketing teams on creative development, product launches, content strategy, and web experience
- Foster a performance-driven culture, championing an iterative approach to improving customer experiences through insights and analytics.
- Collaborate with Product and CX teams to identify customer needs and inform product definitions, value propositions, and target audience strategies.
- Set and monitor growth objectives for program success, focusing on engagement metrics like opens, clicks, and conversion rates.
- Building a team in a high-performance culture
- Manage agency/vendor relationships, ensuring performance, budget adherence, and contractual alignment with CRM and media agency partners.
- Collaborate with Marketing Operations and Data Analysis teams on audience development and back-end analysis, driving strategic decisions based on data-driven insights.
- Serve as a Performance Marketing SME, guiding cross-channel go-to-market strategies and decisions.
Additional Description
Your Skills & Abilities (Required Qualifications)
- 7+ years of CRM and digital marketing experience, preferably in subscription-based marketing
- A forward-thinking performance marketer with a passion for innovation in a fast-paced environment
- Demonstrated ability to implement change and elevate 'best-in-class' marketing practices.
- Expertise in cross-functional collaboration and leading teams with input from multiple business areas
- Strong problem-solving, planning, and organizational skills
- Demonstrated success in leading integrated, digital-first marketing campaigns.
- Leadership abilities to build and manage high-performing teams and meet key performance goals.
- Proficient in modern marketing tools, data utilization, AI/ML, and advanced digital channels
- A skilled mentor with an ability to develop emerging marketing talent.
- Expertise in managing complex, automated marketing campaigns and segmentation strategies.
- Proficiency in data analysis and driving data-driven marketing initiatives.
- Experience in marketing technology brands or related products
- Direct agency experience or extensive agency management experience
- Proven leadership in cross-functional team management
- Strong financial and performance management skills
- Excellent written and verbal communication abilities
- Ability to facilitate collaboration and problem-solving within teams.
- Proven project management expertise
- People Leadership: Direct Leadership, Mentorship, Individual Development, and fostering a positive team environment.
- A company vehicle will be provided for this role with successful completion of a Motor Vehicle Report review.
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.
This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.
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