Assistant Marketing Manager, Customer Retention Program

Job Description

The 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.

Major Duties and 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

Skills and Abilities

• 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.

Experience

• Experience in marketing, CRM, lifecycle marketing, retention strategy, dealer marketing, or a related field.

• Experience working across brand, field, and dealer-facing organizations.

• Experience managing agencies, suppliers, vendors, or external partners is preferred.

• Experience in automotive, retail, or dealer-facing environments is preferred.

Education

• Bachelor's degree required.

• Degree in marketing, business, communications, or related field preferred.

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.

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 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}.

This job may be eligible for relocation benefits.

About GM

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