General Motors

Assistant Marketing Manager, Customer Retention Program

General Motors • $70K — $95K *
Warren, MI 48089In-Person
Manufacturing & Automotive
5 - 7 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 5+ years of marketing or related experience
  • Proven track record in leading cross-functional marketing initiatives
  • Ability to influence stakeholders without direct authority
  • Strong grasp of go-to-market strategies and customer retention
  • Excellent communication and presentation skills
  • Demonstrated branding and creative governance expertise

Responsibilities

  • Lead brand and go-to-market initiatives across multiple automotive brands
  • Coordinate Tier 1 strategies with dealer execution
  • Translate brand goals into actionable plans and communications
  • Oversee creative governance and ensure adherence to brand guidelines
  • Manage creative review processes with cross-functional teams
  • Identify and lead innovative pilot programs to enhance CRP effectiveness
  • Present insights and recommendations to stakeholders effectively

Benefits

  • Hybrid working arrangement with at least three days in the office
  • Potential eligibility for relocation benefits
Full Job Description
Job Description

The Assistant Marketing Manager, Customer Retention Program (Sales Brands) will serve as the brand and go-to-market lead across CRP sales brand initiatives, with responsibility for cross-tier coordination, creative governance, and alignment of retail sales-facing touchpoints and integrations. This role will act as the primary conduit for brand creative review and approvals, while identifying future innovation opportunities and pilot programs that strengthen retention performance and dealer execution.

This role requires strong independent judgment, broad cross-functional influence, and the ability to lead complex initiatives across multiple brands, stakeholders, and workstreams with minimal guidance.

Major Duties and Responsibilities

Brand and go-to-market leadership
  • Serve as the CRP brand and go-to-market lead across Chevrolet, Buick, GMC, and Cadillac sales brands, ensuring alignment to business priorities and consistent execution across customer and dealer-facing initiatives.
  • Act as lead partner for GM Financial ensuring alignment across Tier 3 retail related touchpoints, partner priorities and CRP execution.
  • Lead cross-tier coordination across teams and partners to connect enterprise Tier 1 strategies with Tier 3 field and dealer execution.
  • Translate brand objectives into clear activation priorities, communications requirements, and execution plans.
  • Support sales touchpoints that influence retention outcomes across the customer journey.

Creative governance and approvals
  • Own creative governance and brand guideline adherence across CRP sales brand deliverables and touchpoints.
  • Serve as the primary conduit for brand creative review and approval processes across cross-functional teams and dealer service provider administrator.
  • Provide direction to partners and the Dealer Service Provider Administrator to ensure materials meet branding, communication, and quality expectations.
  • Review outputs to ensure consistency, compliance, and alignment across assigned programs and audiences.

Innovation and pilot leadership
  • Identify, shape, and lead future innovation opportunities and pilot programs that support CRP effectiveness and dealer engagement.
  • Present recommendations, pilot plans, and key learnings to cross-functional stakeholders in a clear and compelling way.
  • Use insights, testing, and stakeholder feedback to recommend improvements that strengthen program performance and brand execution.


Qualifications

Skills and Abilities
  • 5+ years of experience in marketing or related field
  • Strong experience leading cross-functional marketing programs in a matrixed organization.
  • Ability to influence without direct authority and build alignment across brands, functions, and leadership levels.
  • Strong understanding of go-to-market planning, CRM, dealer-facing marketing, and lifecycle or retention strategy.
  • Excellent oral, written, and presentation skills.
  • Strong branding and creative judgment, with experience maintaining governance across multiple partners and deliverables.
  • Ability to identify integration opportunities, solve non-standard problems, and translate strategy into execution plans.

Experience
  • Experience in marketing, CRM, lifecycle marketing, retention strategy, dealer marketing, or a related field.
  • Experience working across brand, field, and dealer-facing organizations.
  • Experience managing agencies, suppliers, vendors, or external partners is preferred.
  • Experience in automotive, retail, or dealer-facing environments is preferred.

Education
  • Bachelor's degree required.
  • Degree in marketing, business, communications, or related field preferred.


Success Profile

The successful candidate will be a strong cross-functional leader who can balance brand stewardship, execution discipline, and innovation. They will be comfortable leading through influence, navigating complex approvals, and translating business goals into effective CRP brand execution.
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.

About General Motors

General Motors Company engages in the manufacture and sale of cars and trucks in the United States, China, Brazil, Germany, the United Kingdom, Canada, and Italy. It offers sedans, crossovers, sport utility vehicles, pick-up trucks, coupes, sports/convertibles and hybrid vehicles, hatchbacks/wagons, and vans, as well as mini cars in India. The company also provides parts and accessories, such as iPod and MP3 compatibility, mobility accessories, performance parts, AC parts and services, and merchandise. In addition, it offers vehicle safety, security, and information services. The company provides used vehicles. It offers its products through dealers and distributors. General Motors Company was formerly known as NGMCO, Inc. and changed its name to General Motors Company in July 2009. The company was incorporated in 2009 and is based in Detroit, Michigan. It operates manufacturing facilities in India, the United States, and Canada. General Motors Company operates as a subsidiary of the United States Department of The Treasury. General Motors led global vehicle sales for 77 consecutive years from 1931 through 2007, longer than any other automaker, and is currently among the world's largest automakers by vehicle unit sales. General Motors acts in most countries outside the USA via wholly-owned subsidiaries but operates in China through 10 joint ventures. GM's OnStar subsidiary provides vehicle safety, security, and information services. In 2009, General Motors shed several brands, closing Saturn, Pontiac, and Hummer, and emerged from a government-backed Chapter 11 reorganization. In 2010, GM made an initial public offering IPOs to date and returned to profitability later that year.

General Motors Careers

Join the dynamic team at General Motors, a global leader in automotive innovation and technology. At General Motors, we offer unparalleled job opportunities that propel your career forward while contributing to a legacy of engineering excellence.

Work You’ll Do

Embark on a career with General Motors to drive the future of mobility. Our team is dedicated to redefining the automotive landscape through innovation and leadership in electric vehicles and sustainable solutions. By joining us, you will be part of a culture that values diversity, teamwork, and continuous professional growth.

Transform Your Career

General Motors is not just a company; it's a community where you can grow your skills alongside the best in the industry. Our leadership is committed to providing every employee—from interns to senior professionals—with opportunities for career advancement, leadership development, and diversity training.

Innovate and Lead

At General Motors, innovation is at the core of everything we do. From research and development to manufacturing, our teams work collaboratively to lead the industry with cutting-edge technologies and sustainable practices. We encourage our employees to think big and push the boundaries of what’s possible.

Join Our Global Team

As part of our global workforce, you will collaborate with talented individuals who are passionate about shaping the future of transportation. General Motors offers a variety of career paths in engineering, design, IT, marketing, and more. With over 155,000 employees worldwide, our network provides expansive opportunities for networking and professional development.

Internship Programs and Employment Benefits

Start your career journey with a General Motors internship, where you can apply your academic knowledge to real-world projects. Our internships provide a robust foundation in the automotive industry, with mentorship from experienced leaders. Full-time employees enjoy a wealth of benefits, including comprehensive health care, retirement plans, and performance bonuses, ensuring that your hard work is rewarded.

Explore Job Opportunities

Whether you’re a seasoned professional or a recent graduate, General Motors offers positions that leverage your unique skills. Our hiring process is designed to identify and nurture talent, focusing on aligning your capabilities with the right opportunities for growth within the company.

Stay Connected

Join Our Team Search open positions that match your skills and interests. At General Motors, we look for innovative, driven, and solution-oriented team players. Explore the possibilities that await you in a career at General Motors.

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Customize your subscription to receive job alerts, latest news, and insider tips tailored to your preferences. Discover the exciting and rewarding career opportunities available at General Motors. Embark on a journey of growth, innovation, and leadership at General Motors. Shape your future in an environment that fosters diversity, learning, and the pursuit of excellence. Join us and redefine the roads of tomorrow.
Learn more about General Motors
Size
157,000 employees
Market Cap
$46.9 billion
Industry
Manufacturing & Automotive
Net Income
$6.4 billion
Founded
1908
5 Year Trend
-3.2%
Revenue
$122.4 billion
NASDAQ
GM
* Ladders Estimates

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