Job 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.

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 Job 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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About GM

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Why Join Us

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Benefits Overview

The goal of the General Motors total rewards program is to support the health and well-being of you and your family. Our comprehensive compensation plan incudes, the following benefits, in addition to many others:
• Paid time off including vacation days, holidays, and parental leave for mothers, fathers and adoptive parents;
• Healthcare (including a triple tax advantaged health savings account and wellness incentive), dental, vision and life insurance plans to cover you and your family;
• Company and matching contributions to 401K savings plan to help you save for retirement;
• Global recognition program for peers and leaders to recognize and be recognized for results and behaviors that reflect our company values;
• Tuition assistance and student loan refinancing;
• Discount on GM vehicles for you, your family and friends.

Diversity Information

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. GM is proud to be an equal opportunity employer.

Equal Employment Opportunity Statements

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