Brand Advertising Manager - OnStar

General Motor
June 05, 2023
Offerd Salary:Negotiation
Working address:N/A
Contract Type:Other
Working Time:Negotigation
Working type:N/A
Ref info:N/A

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.

GM's 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 brand's 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 Description

Key Responsibilities

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
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