Assistant Product Marketing Manager

Work Location

This role is categorized as Hybrid. The successful candidate is expected to report to the GM Global Technical Center (Warren, MI) three times per week, at a minimum.

About Product Marketing For OnStar Services

OnStar has been a trusted leader in safety and security services for decades, helping customers in critical moments of need with automatic crash response, emergency services, and stolen vehicle assistance. Today, we are expanding into software-enabled experiences that deliver connectivity, safety, security, and peace of mind throughout vehicle ownership. The Product Marketing team for OnStar Services sits at the intersection of product, brand, and customer, using connectivity and software-defined vehicle capabilities to grow a modern subscription business across Protect, Connect, and advanced driving assistance services in close partnership with our vehicle brands and cross-functional teams.

The Role

We are seeking an Assistant Product Marketing Manager – OnStar Services to support the business and growth of our OnStar portfolio. This role will support business strategy, go-to-market, and performance management for core and emerging OnStar offerings, with a focus on:

• Growing a subscription revenue business
• Using AI and advanced analytics to inform targeting, personalization, and experimentation
• Partnering with Product Management in the earliest phases of new product creation to shape requirements, positioning, pricing, and launch strategy

You will operate as support for the set of OnStar service experiences, responsible for understanding the customer, defining value propositions, building business cases, and ensuring that new products and features are launched, measured, and improved over time.

This is a highly cross-functional, visible role that requires strong judgment, comfort with ambiguity, and the ability to translate data, signals, and platform capabilities into clear growth strategies.

What You’ll Do

Shape new product opportunities by defining target customers, their needs, and creating clear value propositions for new and existing OnStar features.

• Assess how new products and features drive revenue growth, profitability, and long-term business impact though market sizing, strategic business evaluation and analytical thinking.
• Build business cases and subscription models (e.g., trial design, attach, average subscriber revenue, churn, customer lifetime value) to determine whether we should invest and how we grow over time.
• Transform feature sets into compelling offers and packages – including tiers, add-ons, bundles, and promotions that make sense to customers and support GM’s goals.
• Lead go-to-market planning and launch for your products, including pricing and packaging recommendations, positioning and messaging, and channel plans across mobile, in-vehicle, advisor, web, and dealer touchpoints.
• Monitor performance and demand after launch (subscribers, revenue, conversion, retention, NPS/CSAT) and recommend clear actions to improve product-market fit and go-to-market tactics.
• Lead cross-functional workstreams with minimal guidance, and coach or mentor more junior team members where appropriate.
• Coordinate with regional and global partners to understand local needs and make sure offers and go-to-market plans work across markets.
• Act as the primary business owner for your products, aligning Product Management, Brand, CX, Sales, and channels around simple plans, clear priorities, and measurable outcomes.
• Use a 4P mindset (product, price, place, promotion) to ensure offers, pricing, channels, and communications stay aligned across customer touchpoints.

Your Skills & Abilities (Required Qualifications)

• Bachelor’s degree in Business, Consulting, Marketing, Analytics, or related field.
• 5+ years in relevant area, or subscription business management experience.
• Proven experience managing or growing a subscription business, with familiarity in metrics such as trial conversion, churn/retention, average subscriber revenue, and customer lifetime value.
• Experience designing and optimizing subscription models and turning features into clear customer-facing packages.
• Demonstrated experience partnering with Product Management early in the product lifecycle to shape requirements, business cases, and go-to-market plans.
• Hands-on experience using AI or advanced analytics beyond content generation.
• Strong analytical and communication skills, with the ability to turn data and complex topics into simple, practical recommendations for a wide range of stakeholders.
• Demonstrated ability to work independently in ambiguous environments, manage multiple priorities, and influence cross-functional teams.

What Can Give You a Competitive Advantage (Preferred Qualifications)

• Experience in safety, security, mobility, or subscription-based digital services (e.g., telecommunications, SaaS, streaming, connected devices).
• Experience working with AI/ML, data science, or CRM/decisioning platforms (e.g., predictive modeling platforms, journey orchestration).
• Experience working with vehicle brands, automotive, or connected services.
• MBA or advanced degree in a relevant field.

If you are passionate about building meaningful customer experiences that customers trust with their most important moments — and you thrive at the intersection of product, data, and go-to-market — we’d love to hear from you.

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}. The selected candidate will be required to travel ]]><