Assistant Marketing Manager, Customer Retention Program

Job Description Assistant Marketing Manager, Customer Retention Program (Sales Brands) will serve as the brand and go-to-market lead across CRP sales brand initiatives, with responsibility for cross-tier coordination, creative governance, and alignment of retail sales-facing touchpoints and integrations. This role will act as the primary conduit for brand creative review and approvals, while identifying future innovation opportunities and pilot programs that strengthen retention performance and dealer execution. This role requires strong independent judgment, broad cross‑functional influence, and the ability to lead complex initiatives across multiple brands, stakeholders, and workstreams with minimal guidance.
Responsibilities Brand and go-to-market leadership Serve as the CRP brand and go-to-market lead across Chevrolet, Buick, GMC, and Cadillac sales brands, ensuring alignment to business priorities and consistent execution across customer and dealer‑facing initiatives. Act as lead partner for GM Financial ensuring alignment across Tier 3 retail related touchpoints, partner priorities and CRP execution. Lead cross‑tier coordination across teams and partners to connect enterprise Tier 1 strategies with Tier 3 field and dealer execution. Translate brand objectives into clear activation priorities, communications requirements, and execution plans. Support sales touchpoints that influence retention outcomes across the customer journey.

Creative governance and approvals Own creative governance and brand guideline adherence across CRP sales brand deliverables and touchpoints. Serve as the primary conduit for brand creative review and approval processes across cross‑functional teams and dealer service provider administrator. Provide direction to partners and the Dealer Service Provider Administrator to ensure materials meet branding, communication, and quality expectations. Review outputs to ensure consistency, compliance, and alignment across assigned programs and audiences.

Innovation and pilot leadership Identify, shape, and lead future innovation opportunities and pilot programs that support CRP effectiveness and dealer engagement. Present recommendations, pilot plans, and key learnings to cross‑functional stakeholders in a clear and compelling way. Use insights, testing, and stakeholder feedback to recommend improvements that strengthen program performance and brand execution.

Qualifications Experience and Skills 5+ years of experience in marketing or related field. Strong experience leading cross‑functional marketing programs in a matrixed organization. Ability to influence without direct authority and build alignment across brands, functions, and leadership levels. Strong understanding of go‑to‑market planning, CRM, dealer‑facing marketing, and lifecycle or retention strategy. Excellent oral, written, and presentation skills. Strong branding and creative judgment, with experience maintaining governance across multiple partners and deliverables. Ability to identify integration opportunities, solve non‑standard problems, and translate strategy into execution plans.

Education Bachelor’s degree required. Degree in marketing, business, communications, or related field preferred.

Other Information Immigration Sponsorship 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.

Hybrid Work This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}.

Relocation Benefits This job may be eligible for relocation benefits.

Benefits Overview From day one, we’re looking out for your well‑being–at work and at home–so you can focus on realizing your ambitions.

Success Profile The successful candidate will be a strong cross‑functional leader who can balance brand stewardship, execution discipline, and innovation. They will be comfortable leading through influence, navigating complex approvals, and translating business goals into effective CRP brand execution.

EEO Statement Non‑Discrimination and Equal Employment Opportunities (U.S.) General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers. All employment decisions are made on a non‑discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.

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