Head of Owner Growth Marketing CRM

Job Description

This role is categorized as hybrid. This means the successful candidate is expected to report to Warren – Building 7000 / Cadillac Tower three times per week, at minimum. 

This job may be eligible for relocation benefits.

The Head of Owner Growth Marketing will serve as a performance marketing leader at General Motors, responsible for the growth in CRM-driven marketing outcomes amongst our Chevy, Buick, GMC and Cadillac owners.  With a team, this leader will be responsible for the short-term and long-term success of revenue performance improvements for owner products, a strategic priority at General Motors.  This requires having a performance-driven leadership approach and skillset that optimizes both customer outcomes and business growth.  This position reports to the Head of Customer Engagement Marketing.

For this role, we are seeking a performance-driven CRM expert who is enthusiastic about unlocking sales for our owner products. The portfolio of products include OnStar, Rewards, Card, Customer Care & Aftersales, Accessories, Charging, and integration with third party products like GM Insurance, GM Financial, SiriusXM and more.  This leader will oversee a team who leverages channels like email, direct mail, in-channel notifications, web integration, 1:1 paid media amplification to achieve their objectives both for individual products and across products.  They will also partner cross-functionally with brand marketing, web, eCommerce and Customer Success counterparts to coordinate in-channel experiences.

To achieve strong results, a successful candidate will need a modern marketing mindset that is curious, adaptable, digital-first, and outcome-driven.  This individual must possess the unique abilities to author net new strategies, champion cross-functional work with ease, collaborate with a wide range of stakeholders, and create simplicity out of complexity.

KEY RESPONSIBILITIES/ACCOUNTABILITIES:

• Develop CRM strategies that support growth targets for owner-based products, leveraging direct 1:1 channels to deliver an optimal reach, frequency and channel mix plan that achieves forecasted objectives
• Serve as the CRM channel lead for a portfolio of products, integrating into and partnering with marketing peers for overall 360 degree marketing plan development
• Build and lead a high performing team of people leaders and individual contributors by recruiting, developing, driving personal and team accountability to execute the strategic business goals of the Owner Growth CRM department
• Look across products, touchpoints and tactics to innovate and deliver incremental revenue growth
• Provide guidance on creative and channel plans, including defining scope, key messages, investment strategies, and target customers.
• Establish new creative, audience, and channel strategies for ongoing and ad hoc email campaigns.
• Utilize consumer insights and identify competitive opportunities to shape tactics.
• Take a leadership role in collaborating with key stakeholders as a part of annual planning and ongoing operating model.
• Foster a test-and-learn culture that focuses on results and continuous improvement.
• Product portfolio includes (but is not limited to):
  • OnStar activations, subscription renewals, retention, and win backs
  • OnStar product launch and engagement
  • GM Rewards program earnings and redemption
  • GM Card acquisition and engagement
  • Vehicle Accessories promotion
  • Dealer Service visits for maintenance and repairs
  • Home charging installation and public charging engagement
  • Sirius XM and other streaming audio services
• Collaborate closely with various teams including OnStar Sales & Revenue Operations, Vehicle Brand Marketing, Loyalty team, Customer Lifecycle team, Customer Care & Aftersales, PDM, Fleet, Finance, and Legal to ensure consistency across the business and customer experience.
• Lead and develop a high performing team including training and coaching, performance enablement and identification/selection of talent.

Additional Job Description

REQUIREMENTS:

• 10+ years of experience in leading CRM or lifecycle marketing for a direct-to-consumer brand or business, 7+ in a leadership capacity.
• Undergraduate degree in marketing or business, MBA or graduate degree preferred.
• Experience in growing businesses through marketing outcomes.

SKILLS/ABILITIES:

• Significant people leadership experience with a proven record of guiding high-performing teams.
• A strong ability to create and foster cross-functional relationships across business stakeholders.
• Experience planning and managing