Buick & GMC Retail Marketing Assistant Manager

The Role

The Retail Marketing Team is responsible for leading the Brand's retail go-to-market strategy, developing impactful consumer messaging, and driving execution across national, regional, and dealer-level channels. This role serves as a key liaison between Marketing, Sales, Regional Operations, agency partners, and leadership teams to ensure alignment of retail campaigns, incentive communications, and customer engagement initiatives.

The ideal candidate brings a blend of strategic thinking, project leadership, and cross-functional collaboration to help position the Brand's most important products and programs in the marketplace. This is an opportunity to work on an iconic automotive brand within a fast-paced, highly collaborative, and dynamic environment.

What You'll Do

• Support and execute the Brand's retail go-to-market strategy, messaging, and campaign deployment.

• Lead monthly retail marketing processes, including incentive offer coordination, retail messaging, creative reviews, approvals, and asset deployment.

• Develop and execute focus vehicle and promotional strategies to support key business objectives and sales priorities.

• Manage relationships with multiple agency partners responsible for creative development, digital advertising, CRM, paid search, display advertising, dealer website content, and broadcast media.

• Serve as the primary liaison between Retail Marketing and key stakeholders, including: Brand Teams, Regional Directors and Regional Marketing Managers, Retail Planning, Finance, Incentives, and Pricing Teams, Legal Counsel, Dealer and Field Operations Teams.

• Lead the creation, review, and deployment of retail marketing assets across Tier 1, Tier 2, and Tier 3 channels.

• Serve as a subject matter expert in digital retail marketing tactics, including dealer websites, display advertising, CRM, social media, and paid search.

• Collaborate with dealer-facing teams to ensure go-to-market strategies are effectively executed at the local level.

• Support customer relationship marketing (CRM) audience strategy, execution, performance monitoring, and optimization.

• Assist in the development and execution of Local Marketing Associations (LMAs), market-specific advertising initiatives, co-op programs, and promotional activities.

• Manage retail marketing governance processes, including style guides, dealer exception procedures, and program compliance requirements.

• Monitor campaign performance and leverage data-driven insights to optimize marketing effectiveness and business outcomes.

• Develop executive presentations and communications that translate marketing performance and business results into actionable insights.

• Lead and manage multiple projects simultaneously while ensuring alignment, quality, and timely execution across stakeholders.

• Support special projects and strategic initiatives as business needs evolve.

Your Skills & Abilities (Required Qualifications)

• Bachelor's degree or equivalent years of relevant experience in lieu of a degree.

• 4+ years of experience in automotive marketing, sales, sales operations, planning, product management, or related fields.

• Proficiency in Microsoft Office Suite, including Excel and PowerPoint.

• Knowledge of automotive retail marketing, incentive programs, dealer operations, and the competitive automotive landscape.

• Ability to travel up to 10%.

What Can Give You a Competitive Advantage (Preferred Qualifications)

• Experience in Automotive Retail Marketing or working directly with dealer networks, field teams, or regional operations organizations.

• Experience with CRM, customer lifecycle marketing, audience segmentation, or digital marketing strategies.

• Experience managing creative, media, or marketing agency relationships.

• Knowledge of Tier 1, Tier 2, and Tier 3 automotive marketing structures.

• Experience supporting local market advertising, regional marketing programs, or dealer-funded initiatives.

• Demonstrated experience leading complex projects and managing multiple priorities in a fast-paced environment.

• Strong strategic thinking and problem-solving capabilities with the ability to balance long-term goals and day-to-day execution.

• Ability to influence and collaborate across diverse cross-functional teams and external partners.

• Strong communication, presentation, and stakeholder management skills.

• Experience managing agency partners, vendors, and third-party organizations.

• Ability to synthesize data from multiple sources and develop compelling business recommendations.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Benefits Overview

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We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire .

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