Assistant Manager, OnStar Future Brand Strategy

Job Description

The Assistant Manager, OnStar Future Brand Strategy will play a pivotal role in shaping and executing the brand vision, positioning, and go-to-market strategies for GM’s Super Cruise and OnStar brand. This role supports the development of integrated advertising campaigns and brand communications that strengthen brand equity, drive awareness, and fuel customer consideration.

This individual will collaborate cross-functionally to deliver compelling brand storytelling across all consumer touchpoints, ensuring alignment with business objectives, customer insights, and creative excellence standards.

Key Responsibilities

• Brand Strategy & Positioning
  • Support the development and refinement of brand positioning, architecture, and messaging frameworks for Super Cruise and OnStar.
  • Monitor market trends, competitive landscape, and consumer insights to inform strategic planning and identify growth opportunities.
  • Contribute to long-term brand health strategies, ensuring alignment with corporate priorities and business objectives.
• Advertising & Campaign Development
  • Assist in the creation and execution of integrated advertising campaigns (broadcast, digital, social, experiential, influencer, and retail).
  • Collaborate with internal creative, media, and analytics teams as well as external agencies to deliver breakthrough, on-brand work.
  • Manage campaign timelines, budgets, and deliverables to ensure on-time and on-budget execution.
• Cross-Functional Collaboration
  • Partner with product marketing, communications, media, PR, and customer experience teams to drive consistency in brand expression across all touchpoints.
  • Align stakeholders on strategic briefs, creative direction, and campaign performance results.
  • Serve as a brand advocate, ensuring all marketing materials adhere to brand guidelines and tone.
• Measurement & Optimization
  • Track campaign performance and brand health metrics, providing regular reporting and insights.
  • Support the development of testing plans to optimize creative and messaging effectiveness.
  • Share learnings and best practices to continuously improve marketing impact.

Qualifications

• Bachelor’s degree.
• 4–6 years of experience in brand management, advertising, or marketing, preferably within automotive, technology, or consumer brands.
• Strong understanding of brand strategy, marketing communications, and integrated campaign development.
• Experience working with creative and media agencies on large-scale brand campaigns.
• Excellent organizational and project management skills with attention to detail.
• Strong communication, collaboration, and presentation abilities.

Key Competencies

• Strategic thinker with a passion for brand building
• Strong creative sensibility and marketing acumen
• Collaborative and proactive team player
• Results-driven with an analytical mindset
• Ability to thrive in a fast-paced, matrixed environment

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.

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