Job Description

The GM Performance & Messaging Strategy Manager owns and drives full-funnel performance marketing performance and in-market messaging strategy across a key vehicle segment (e.g., Trucks), optimizing go-to-market media to improve media efficiency, conversion, and GM's key growth objectives.

This role serves as the senior connector between creative strategy, performance marketing, analytics, and field/retail operations — ensuring that creative output aligns to business goals, brand standards, and measurable performance outcomes while maintaining tight coordination with Tier 2 partners and dealership networks. This role will be at the forefront of using AI driven tools (creative, analytics, etc.) to drive performance outcomes.

Operating as a senior individual contributor and people leader, this role partners directly with the Head/Director of Performance Marketing to set strategic direction, translate data and insights into compelling creative and messaging at the segment level, scale AI-enabled creative workflows, and develop the next generation of performance marketing talent.

Key Responsibilities:

Segment-Level Performance Strategy & Ownership

• Articulate end-to-end performance marketing strategy for assigned vehicle segments (e.g., Trucks), and influence partner teams to execute. Goal-setting, creative direction, media alignment, and results accountability.

• Serve as the primary strategic voice for segment-level creative and messaging decisions, connecting national objectives to in-market execution and retail outcomes.

• Develop and maintain segment-specific performance dashboards and reporting cadences, ensuring leadership has clear visibility into creative impact on sales funnel health and conversion.

• Drive quarterly and annual creative planning for assigned segments in partnership with brand, media, and agency teams.

Tier 2 Liaison, Dealership Education & Field Enablement

• Serve as the primary liaison between national performance marketing and Tier 2 retail agency, ensuring creative strategies translate effectively to local market execution.

• Own the development and delivery of dealership education programs that simplify complex performance marketing concepts — including creative best practices, digital media fundamentals, and campaign performance interpretation — for non-technical field staff and dealer principals.

• Build scalable training materials, toolkits, and playbooks that empower Tier 2 partners and dealership teams to execute with brand consistency and performance rigor.

• Lead regular touchpoints with regional and field teams to share performance insights, gather feedback, and align on upcoming initiatives.

Creative & Messaging Strategy

• Set the performance & messaging strategy across in market channels for assigned segments, ensuring a unified narrative from awareness through conversion.

• Lead development of creative strategies in partnership with brand marketing, media, digital, and agency partners, ensuring performance objectives are embedded upfront.

• Translate performance, audience, and cultural insights into differentiated creative platforms and executions that can scale across channels, formats, and audiences.

Performance, Analytics & Testing

• Analyze creative performance across paid media platforms (e.g., Meta, Google, YouTube, TikTok), connecting creative elements to key performance metrics such as CTR, CVR, CPA, ROAS, engagement rate, and view-through performance.

• Identify high impact tests for assigned segments — designing tests (messaging, formats, offers, audiences), analyzing results, and driving actionable recommendations.

• Build clear, concise performance readouts and executive-ready decks for cross-functional partners and senior leadership.

AI-Enabled Creative & Workflow Leadership

• Lead the evolution of performance marketing's AI-based creative processes, including workflow improvement, testing frameworks, and creative iteration at scale.

• Partner with internal teams (e.g., Marketing, Data, IT, Legal) and external partners to evaluate creative and operationalize AI-enabled tools for creative generation, optimization, and personalization at scale.

• Build and implement repeatable processes that accelerate creative iteration while protecting GM's brand integrity, safety standards, and equity.

Cross-Tier & Cross-Functional Integration

• Manage and track ongoing creative inventory across lower-funnel initiatives, ensuring assets are current, performant, compliant and aligned to strategy.

• Coordinate national and Tier 2 / regional creative needs, driving consistency, efficiency, and brand alignment across markets.

• Partner with brand, CRM, media, and retail teams to maintain alignment of messaging and creative across the full customer journey.

People Leadership & Team Development

• Directly manage and develop a team of performance marketing and creative strategy professionals, setting clear goals and providing ongoing coaching and feedback.

• Foster a high-performance team culture rooted in analytical rigor, creative excellence, and continuous improvement.

• Mentor team members on tools, processes, analytical approaches, and career development, raising the overall performance bar for the function.

• Attract, retain, and grow top talent; build succession plans and professional development roadmaps for direct reports.

Qualifications:

• 8+ years of experience in performance marketing, brand marketing, marketing analytics, or consulting/agency strategy with expertise in digital and paid media environments and a high degree of fluency in data, napkin math, business case sizing.

• 3+ years of experience leading via influence and partnership in a highly matrix organization.

• People management experience, with a demonstrated track record of developing talent and building high-performing teams.

• Excellent communication, organization, and cross-functional collaboration skills, with the ability to simplify complex data into executive-ready insights.

• Expert-level experience analyzing performance using metrics such as CTR, CVR, CPA, ROAS, engagement rate, and view-through performance. Highly fluent with data and napkin math/analytics.

• Some experience (or interest in learning ) Tier 2 / regional marketing coordination, including retailer dynamics, dealer education, and field enablement.

• Proven experience owning performance strategy at the segment, portfolio, or business-unit level with direct accountability for results.

• Extensive experience working with non-technical and field staff, translating complex marketing and data topics into clear, actionable guidance for dealer and regional audiences.

• Strategic and creative thinker with a strong eye for quality and storytelling.

• Comfortable leading in a fast-paced environment with multiple stakeholders and shifting priorities.

• Experience with AI-enabled creative tools; or, strong interest in learning, and advancing AI-assisted creative workflows as a core part of operations.

Preferred Attributes:

• Solid understanding of upper-funnel and lower-funnel marketing objectives and how creative and media work together to drive outcomes.

• Data detective and storyteller, with high degree of fluency in Excel/napkin math to support business case development and marketing funnel business intelligence.

• Ability to balance brand-building priorities with performance-driven decision-making and a strong attention to detail.

• Familiarity with creative testing, audience segmentation, and paid media channels, along with comfort working in platform reporting environments.

• Experience presenting to and influencing senior leadership and cross-functional executive stakeholders.

• Consulting, agency strategy/analytics, automotive or large-scale retail marketing experience preferred, but open to all relevant backgrounds and skillsets.

Compensation:

The compensation information is a good faith estimate only. It is based on what a successful applicant might be paid in accordance with applicable state laws.

The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position, as well as geography of the selected candidate.

• The salary range for this role is ($140,100 - $186,700). The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.

• Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.

• Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.

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GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc).

This role is based remotely, but if the selected candidate lives within a specific mile radius of a GM hub, they will be expected to report to the location three times a week {or other frequency dictated by your manager}.

This job may be eligible for relocation benefits.



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