Assistant Manager, OnStar Advertising & Dealer Experience

Description

Job Summary

The Assistant Manager, OnStar Advertising & Dealer Experience will help shape and scale how OnStar shows up across the dealer environment. This role sits at the intersection of brand, retail, digital, and field execution, helping bring OnStar’s value to life across key dealer and customer touchpoints. This person will support the development and execution of dealer-facing marketing programs, tools, and communications that strengthen awareness, improve consistency, and help dealers better represent the OnStar brand. This role will also manage advertising responsibilities for key OnStar products, including OnStar Protect, Safety & Security, Guardian, and the Mobile App, ensuring messaging, creative development, and campaign execution align to brand priorities and business goals. The role requires strong cross-functional leadership, strategic thinking, and the ability to move fluidly from planning through execution in a fast-paced environment.

Key Responsibilities:

Support the marketing strategy and execution of the OnStar Dealer Excellence program, including initiatives that improve dealer visibility, engagement, and adoption

Help develop dealer-facing marketing materials, digital toolkits, and point-of-sale resources that align to brand priorities and business goals

Partner with internal stakeholders across Brand, Product Marketing, Dealer Sales, Retail Experience, Field, CRM, Digital, Creative, and Training to ensure dealer programs are connected, clear, and actionable

Contribute to the development of dealer marketing standards and touchpoint strategies across digital and in-store environments

Manage the rollout of dealer communications, guidance, and support materials to enable successful program adoption in the field

Help coordinate content and assets across channels such as Tier 3 websites, in-dealer digital networks, social toolkits, and retail marketing materials

Monitor program execution and identify opportunities to simplify processes, improve consistency, and strengthen the dealer and customer experience

Support measurement, reporting, and optimization of dealer marketing initiatives, including tracking progress against key milestones and performance indicators

Assist in gathering field feedback, identifying pain points, and translating insights into improved marketing program design and execution

Ensure all deliverables reflect OnStar brand standards, legal and compliance requirements, and a strong customer-first mindset

Support presentations, status updates, and recommendation materials for leadership and cross-functional partners

Serve as the marketing face and voice for the OnStar Field team, with a consistent presence in monthly OnStar GTM meetings to share toolkits, talk tracks, and a preview of how OnStar is showing up in dealerships

Partner with agency, media, creative, digital, CRM, and product marketing teams to ensure advertising for these products is aligned, compliant, and effectively represented across channels

Manage advertising strategy and execution for OnStar Protect, Safety & Security, Guardian, and the Mobile App, including cross-functional coordination of messaging, creative, campaign planning, and performance optimization

Partner with agency, media, creative, digital, CRM, and product marketing teams to ensure advertising for these products is aligned, compliant, and effectively represented across channels

Required Qualifications:

Bachelor’s degree required

5+ years of experience in marketing, brand strategy, retail marketing, dealer marketing, or related functions

Experience managing cross-functional projects from strategy through execution

Strong written and verbal communication skills with the ability to tailor messaging for different audiences

Experience developing marketing materials, toolkits, or go-to-market support resources

Strong organizational skills and attention to detail

Ability to manage multiple priorities and move work forward in a complex, matrixed organization

Comfort working with both strategic planning and day-to-day execution

Proficiency in PowerPoint and Excel, with the ability to build clear, polished materials for leadership and partner teams

Preferred Qualifications:

Automotive, subscription, technology, or dealer-network experience

Experience supporting field or retail-facing programs

Familiarity with digital marketing channels, website content, CRM, social, and point-of-sale environments

Experience working with agency partners, creative teams, or production workflows

Ability to interpret performance data and translate insights into actionable recommendations

Experience in a brand environment where consistency, compliance, and customer experience are all critical

#LI-M01

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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