Motorsports, Social Media Strategy Lead
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Overview
Job Description
Job Description
General Motors is seeking an experiencedBrand Social Strategy Lead (Manager), Motorsportsto lead social media strategy for ourmotorsportslines of business and initiatives across multiple vehicle brands. In this pivotal role,you’lldevelop and executemotorsports-specific social strategies, guide a team of experts, and ensure social-first initiatives drive brand engagement and fan loyalty across key platforms like Instagram, TikTok,X, Reddit,and YouTube.
Deep,demonstratedexperience in and/or a long-standing passion for motorsports(e.g., series, teams, drivers, events, fan culture) is strongly preferred and will be a significant factor in candidate consideration.
The ideal candidate has a proventrack recordof creating successful social media campaigns in-house, integrating social strategies into broader marketing and sponsorship goals, and using data-driven insights to shape brand positioning and relevance withmotorsports fans and communities. Ifyou’repassionate about social media and the world of racing, and ready to make a significant impact, we encourage you to apply.
Whatyou’lldo (key responsibilities):
Lead Motorsports Social Strategy Development: Develop and execute social strategies for GM’smotorsports programs and affiliated vehicle brands. Prioritize platforms, series, and key messaging to deliver social-first creative, campaigns, and community engagement strategies that enhance share of voice (SOV), fan engagement, and relevance with diversemotorsports audiences and enthusiast segments.
Execute Always-On and Tentpole Motorsports Campaigns:Implement social strategies to elevate GM’s motorsports presence and engagement across priority channels (Instagram, TikTok, YouTube, etc.), ensuring content reflects bothmotorsports culture and brand relevance. Activate around key race weekends,seriesmilestones, sponsorship moments, and tentpole events to drive measurable business and brand impact.
Lead Insights-Driven Motorsports Briefing: Collaborate with brand, sponsorship, and agency teams to create consumer, fan, and social behavior-based briefs for seasonal, race calendar, and quarterly initiatives. Ensure strategies are informed bymotorsportscultural trends, fandom behaviors, and platform best practices.
Deliver a Cultural & Platform-First Motorsports Approach: Build a framework that aligns content withmotorsports cultural moments(race days, driver storylines, rivalries, behind-the-scenes access, technical innovation) as well as brand and platform priorities. Manage content calendars mapped to themotorsports schedulefortimelyand impactful delivery of social initiatives.
Team Leadership & Development: Lead, coach, and mentor a team of other social experts to execute best-in-classmotorsports social campaigns. Foster a collaborative environment and develop team members’expertiseacross paid, owned, and earned social, with a focus onfan-first, track-to-feed storytelling.
Competitive & Industry Monitoring: Stay ahead of trends and best practices in social media, digital, andmotorsports marketing and fan engagement. Monitor series, teams, OEMs, and key motorsports publishers/creators to refine positioning based on market insights, competitor activity, and emerging motorsports and social trends.
Monitor Performance & Metrics: Collaborate with analytics teams to track and report on KPIs—including reach, engagement, fan growth, and brand health metrics—evaluating the impact of motorsports social initiatives on broader marketing and business goals (e.g., brand consideration, sponsorship value, and fan sentiment).
Operational Excellence: Ensure consistency in methodologies, workflows, and best practices acrossmotorsports programs and participating brands. Streamline processes to enhance efficiency, speed to market, and real-time responsiveness torace-day and live-event moments.
Skills and Qualifications:
Experience:7-10+ years in social media, brand engagement, or consumer strategy and execution, preferably in-house at a leading social brand or major social platform.
Social Media Expertise:In-depth knowledge of social media platforms(Facebook,Instagram, TikTok, YouTube,etc.) and current industry trends.
Automotive + Motorsports Experience + Passion:Deep,demonstratedexperience in and/or a long-standing passion for motorsports(e.g., series, teams, drivers, events, fan culture) is strongly preferred and will be a significant factor in candidate consideration.
Strategic Thinking:Ability to develop and communicate data-driven social strategies aligned with businessobjectives.
Leadership:Proven experience in leading and mentoring teams, fostering collaboration, and driving collective success.
Cross-Functional Collaboration:Expertisein working with brand, agency, and platform partners to execute integrated, social-first campaigns.
Analytical Skills:Strong ability to analyze social media performance and adjust strategies based on insights.
Communication:Excellent written and verbal communication skills, capable of articulating strategies and results to diverse stakeholders.
Technical Proficiency:Highly organized with advanced skills in PowerPoint, Excel, and project management tools.
Education:Bachelor’s degree required
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