GM Performance & Messaging Manager

at General Motors in Dover, Delaware, United States Job Description 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. There are 4 openings across all GM brands.

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/an To view full details and how to apply, please login or create a Job Seeker account