About the job
The ideal candidate for the Brand Advertising Manager position embodies an unorthodox or independent mindset and is driven to build brands that engage consumers beyond the products and services that we sell. Keeping in mind brand establishment and rapid growth, this position will lead the agencies in the development of our Safety & Technology ingredient brand and evolving slew of emerging services to drive value to our business.
GMs in-vehicle connectivity innovations range from Safety, Security, Remote Services, to In-Vehicle Apps, enhancements and digital upgrades. This role will drive forward our ability to take a motivating set of services-based products and turn them into a tangible safety and technology promise to our intenders, owners and enthusiasts.
A successful candidate will have a passion for in-vehicle & connected technologies, an interest in high-touch and leading-edge customer engagement strategies, an ability to synthesize and simplify customer value propositions and messaging. Passionate about marketing in the new world and a desire to bring innovation to a wide range of marketing communication channels and objectives.
As the Brand Advertising Manager, you will be partnering with groups such as Customer Experience, Digital Business Teams, Auto Products & Services and Dealer Network, and Subscription Performance this position will collaborate across GM locally and Globally as relevant, and externally to redefine the way consumers see our brand and services.
This position requires someone who can remain extremely agile in this nascent and transformative stage of our journey and be an innovator in how we build the brand and our content to connect with our consumers. A progressive track record with a proven ability to deliver successful marketing strategies, lead teams and required mindset or change, collaborate across all functions, and effectively prioritize in an ambiguous / fast-paced environment is a must.
The purpose of this role is to be the point of contact between GM and agency partners for all offline and online marketing communication for the specific brand and services assigned. Develop offline, online and branded entertainment/content strategies to grow the brands awareness/opinion/consideration/intention amongst the target audience. In addition to plan, develop and implement the annual brand advertising and media plan that supports priorities. The role is also responsible for managing all dealer advertising support as well as developing and executing in-market activations and events for the brand. Last but least this individual would need to work along side our Auto brand Marketing teams for an integrated go-to-market approach.
Additional Job Description
Local (100% of time)
Lead all marketing & consumer engagement plans and activities related to the brand and services.
Develop a compelling consumer messaging strategy which utilizes appropriate media tactics
Leveraging consumer insights and competitive opportunities to guide development of market strategy/tactics
Responsible for improving awareness & brand health through positioning, marketing communications, content, standards and championing the OnStar brand and related services to internal and external stakeholders.
Development of go-to-market communications plans for in-vehicle Connectivity products, singularly and as a part of a broader subscription services strategy.
Lead integrated channel communication plans, including content development, asset creation, media investment, and channel strategy.
Effectively monitor and manage production, agency and media budgets in close coordination with GPSC and Finance. Work closely with finance team for month accrual (both GM and agencies) and ensure budgets are efficiently spent up to their limit annually.
Partner with Product to completely understand the new services in order to create effective communications
Partner with Sales to support on Innovate Now programs to drive incremental performance (revenue growth, cost optimization) and achieve stretch targets.
Partner with vehicle brands to elevate the focus on OnStar & Connected Services through brand and product integration, co-marketing initiatives and amplification.
Establish success criteria for product awareness, engagement and adoption, with objectives being performance-managed across the subscription lifecycle.
Drive alignment and prioritization with OnStar Brand Marketing
Ensure total alignment and integration across all media (CRM, social, digital, traditional & Retail advertising) and deliver all campaign materials prior to Start-Of-Sales/availability.
Achieve Flawless Launches with an integrated communication plan and awareness internally and to dealers.
Drive internal awareness and build brand advocates through structured, fresh communication strategies.
Plan, lead and drive local activation activities in various markets working closely with the PR team and agencies/ partners. Represent the brand for planning and execution of all activities at activations.
Drive, manage, and consult on dealer advertising for the brand.
Construct and communicate 90-day rolling communication plan.
Motivate agencies to deliver outstanding work efficiently and effectively with minimum turnaround and revisions.
Required Skills And Experience
Highly driven marketing professional that excels in a fast-paced, dynamic environment
Ability to develop high performing and accountable teams (cross-market/function/agency)
Adaptive to change and energized by leading new business initiatives
Proven track record leading innovative brand campaigns
Interest in enabling change in how we deliver best-in-class marketing
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
Cross-functionally minded, with an ability to build and maintain strong relationships with a wide range of peers
Strategic thinker with exemplary problem-solving skills
Proficient communicator who can manage vision and purpose
Executive presentation skills ability to create and deliver effective business briefings
Strong discipline, execution and performance management capabilitiesAbility to lead and motivate a lean agency team
Ability to develop effective agency teams and bring the creative ideas of others to market
Ability to identify issues/opportunities and develop solutions/recommendations
Proficient in co-developing market research studies and uncovering meaningful, actionable insights
Knowledge And Experience
Minimum 5-6 years of marketing communications experience
Experience in marketing a technology brand and associated products
Integrated brand campaigns including launch experience
Experience in media strategy, planning and optimization
Advertising content development
ROI-led performance marketing
Leveraging data and analytics to inform marketing decisions
Digital channel innovation
Management of agency budgets and contracts
Co-marketing and partner programs
Go-to-market readiness for launch initiatives
Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.
Why Join Us
We aspire to be the most inclusive company in the world. We believe we all must make a choice every day individually and collectively to drive meaningful change through our words, our deeds and our culture. Our Work Appropriately philosophy supports our foundation of inclusion and provides employees the flexibility to work where they can have the greatest impact on achieving our goals, dependent on role needs. Every day, we want every employee, no matter their background, ethnicity, preferences, or location, to feel they belong to one General Motors team.
General Motors is committed to being a workplace that is not only free of discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that workforce diversity creates an environment in which our employees can thrive and develop better products for our customers. We understand and embrace the variety through which people gain experiences whether through professional, personal, educational, or volunteer opportunities.
We encourage interested candidates to review the key responsibilities and qualifications and apply for any positions that match your skills and capabilities.
Equal Employment Opportunity Statement
The policy of General Motors is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual’s age, race, color, sex, religion, national origin, disability, sexual orientation, gender identity/expression or veteran status. Additionally, General Motors is committed to being an Equal Employment Opportunity (EEO) Employer and offers opportunities to all job seekers including individuals with disabilities (in GM facilities that provide disability access). If you need a reasonable accommodation to assist with your job search or application for employment, email us at Careers.Accommodations@GM.com. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.