Head of Customer Engagement Activation

Job Description

The Head of Customer Engagement Activation will serve as a key marketing and business leader at General Motors, responsible for the activation, operation, and end-to-end delivery of all 1:1 customer communications.  This requires having a performance-driven leadership approach that optimizes both customer outcomes, enterprise efficiency, and business growth.  This position reports to the Executive Director, Customer Engagement Marketing. 

This leader will oversee a matrixed team that partners with our Customer Lifecycle, Owner Growth, MarTech, Marketing Applied Sciences, and Data Engineering teams.  To be effective, we are looking for a candidate who can collaborate with confidence, developing a strategic perspective that both direct, indirect, and external teams can rally around.   

To achieve strong results, a successful candidate will need a modern marketing mindset that is curious, adaptable, digital-first and outcome-driven.  This leader will be accountable for transforming our current sophisticated partner activation model while also building a world-class internal production studio.By leveraging modern MarTech tools, process automation, and a business mindset, a successful candidate will be able to unlock transformation in speed-to-market, channel outcomes, and resource efficiencies. 

What you will do (key responsibilities):

Build and scale a tiered activation studio 

• Design and stand up an end to end CRM inhouse studio that can deliver modern 1:1 customer communications  from brief intake through production, QA, and deployment. 

• Evolve and scale our studio as the flagship integrated production capability for Customer Engagement, unifying ways of working, tools, and SLAs across digital and physical channels. 

• Redesign the Marketing Activation operating model to shift the team from manual campaign execution to strategy, inspiration, and continuous improvement. 

• Leverage AI and automation to ensure flawless delivery of 1:1 campaigns. 

• Operationalize and scale a three‑tier delivery model: 

• Agency – for the most complex, high‑risk or breakthrough work. 

• Insourced – for repeatable, high value work that the studio can execute efficiently at scale. 

• Expansion / Innovation – for rapid prototyping, new formats, and test and learn. 

Optimize processes and ways of working to deliver outcomes 

• E