Cross Brand Strategy and Planning Manager

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.

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.