Lead, Retail Go-To-Market - GM Energy

Job Description

We are seeking a Retail Go-To-Market Lead to drive the design, launch, and continuous optimization of GM Energy products and programs. This role will work cross-functionally and in close coordination with GM vehicle divisions and brands to lead go-to-market strategy and execution for chargers, adapters, home energy equipment, and related services in the U.S. You will ensure brand-consistent integration and clear attribution, channel readiness, retail campaigns, and ongoing lifecycle management that are grounded in data, experimentation, and learning.

The Role

You will help shape and test new program constructs, integrate product and brand messaging, design and track incentive and promotional programs, and build analytics and reporting that inform how we allocate and optimize spend against key performance objectives (e.g., penetration rates, attachment rates, CSAT, ROI). You will be expected to persist from concept through scaling—iterating based on insights to continually improve performance.

Success will be measured by sales performance, program and campaign effectiveness, quality of insights and recommendations, and your contribution to the growth of GM Energy’s presence and brand in the market.

This position reports to the Group Manager – GM Energy Retail Go-To-Market.

What You’ll Do

• Support go-to-market strategy and execution
  • Support development, implementation, and management of innovative go-to-market plans for GM Energy products and services, partnering closely with the Retail Go-To-Market Group Manager.
  • Translate high-level commercial and brand objectives into testable program designs with clear hypotheses, KPIs, and learning agendas.
• Brand integration and attribution
  • Support integration of GM Energy, divisional, and vehicle brand messaging across all relevant channels, ensuring consistency with divisional strategies and brand guidelines.
  • Help define and refine attribution frameworks so that retail and promotional activity can be tied back to specific brands, campaigns, and programs.
• Channel-agnostic communications and assets
  • Contribute to the design of communications considerate of all sales channels and consumer touchpoints (GM/Brands, GM Field and Dealers, E-Commerce, Direct Sales, Partner sales channels).
  • Coordinate with agencies and suppliers supporting go-to-market efforts, including briefing, tracking deliverables, and supporting day-to-day execution to ensure on-brand, measurable output.
• Program design, launch, and persistent optimization
  • Plan, launch, and relentlessly optimize GM Energy programs in new sales channels including used EV, fleet, and emerging segments to drive incremental adoption and revenue.
  • Partner with cross-functional stakeholders to run experiments (A/B tests, pilots, offer constructs) and continuously refine programs based on performance data and feedback.
  • Ensure we are optimizing spend across tactics and channels relative to core objectives, including pen rates, attachment rates, CSAT, and customer lifetime value.
• Utility and ecosystem integration
  • Plan and incorporate utility-related messaging (e.g., incentives, programs, and partnerships) into retail plans and customer and dealer-facing materials for education and Point-of-Sale.
  • Help connect utility and ecosystem value propositions back to GM Energy and brand narratives, ensuring clear differentiation and attribution.
• Pricing, incentives, and financial rigor
  • Support pricing and sales incentive initiatives monthly for GM charging and GM Energy products, in collaboration with GM Energy Finance (e.g., gathering inputs, preparing analysis and presentations).
  • Use performance insights to recommend changes to incentive structures, offer design, and investment allocation to improve both commercial and customer outcomes.
• Analytics, performance tracking, and reporting
  • Assist in developing and presenting GM internal leadership updates on program performance and sales tracking, including preparation of scorecards and reporting.
  • Partner with analytics teams to build and refine dashboards, views, and narratives that translate data into clear insights and recommended actions.
  • Monitor performance vs. KPIs—penetration, attachment, CSAT, conversion, mix, and ROI by channel—and drive follow-through on optimization opportunities.
• Sales enablement and internal advocacy
  • Develop resources (decks, one-pagers, FAQs, talking points) to enhance Field, Dealer, e-commerce, Direct & Partner sales channel understanding of GM Energy products and services.
  • Act as a persistent advocate for GM Energy within the broader GM organization, helping teams understand pr