The Marketing & Communications AI Strategy & Transformation Senior Managerwill connect the Marketing and Communications functional AI strategy to the company’s broader corporate strategy and translate that connection into clear priorities, measurable outcomes, and coordinated execution across Global Marketing & Communications.

This leader will establish the AI ambition and operating rhythm for the function, align objectives and AI initiatives across the Executive Vice President, Chief Communications & Marketing Officer’steam, and ensure that investments in artificial intelligence produce differentiated customer, brand, business, employee, and enterprise value. The role is accountable for functional strategy, prioritization, operating model, change leadership, and value realization. 

Strategic context

GM’s corporate strategy is centered on delivering exceptional products customers love that drive increasing profitability and growth, supported by valuable services, winning vehicles, emerging businesses, and the foundational imperatives of safety, culture, and quality. This role will make the connection between those enterprise priorities and the work of Global Marketing & Communicationsvisible, measurable, and actionable.

The role will use GM’s strategy cascade as its operating model:

• Translate corporate Key Strategic Initiatives and Key Performance Indicators into Global Marketing & CommunicationsAI priorities.

• Convert functional priorities into clear organization objectives, team goals, milestones, and measures.

• Help every participating team understand the customer, business, and enterprise outcome their AI work is intended to improve.

• Revisit priorities as business conditions, customer needs, technology, and risk considerations evolve.

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Organization interface and span of influence 

The role will work across the full direct-report portfolio of Global Marketing & Communcations. The role will establish common objectives, decision rights, intake and prioritization mechanisms, shared definitions of value, and a regular review cadence across these leaders without replacing their accountability for their own business and functional results.

Major Accountabilities:

1. Set the functional AI strategy

• Develop and maintain a multi-year Marketing & Communications AI strategy that is explicitly linked to GM’s corporate strategy, customer priorities, business growth agenda, and foundational imperatives.

• Define the strategic choices for where AI should accelerate growth, improve customer and employee experiences, increase the effectiveness of communications, raise productivity, reduce risk, and create new capabilities.

• Establish a practical portfolio roadmap that distinguishes near-term productivity opportunities, medium-term capability investments, and longer-term strategic bets.

• Advise the leadership team on opportunities, trade-offs, risks, investment choices, and external developments in AI.

2. Align objectives and AI initiatives across the organization

• Create a common framework for translating corporate KSIs and KPIs into function-level AI objectives and measurable outcomes.

• Facilitate alignment across all direct reports so that AI initiatives reinforce one another, share reusable capabilities, and do not compete for the same data, talent, vendors, or change capacity.

• Lead quarterly portfolio reviews with the CMCO and direct-report leaders; identify gaps, duplication, stalled work, and opportunities to accelerate or stop initiatives.

• Ensure objectives are specific, measurable, achievable, relevant, and time-bound, with clear ownership and an agreed definition of success.

3. Research, identify, and scale high-value use cases

• Stay abreast of evolving AI companies, tools, use cases. Spend time in the market connecting, researching, and staying educated.

• Build a disciplined pipeline of AI opportunities across audience intelligence, market and consumer insights, media, content creation and activation, brand development, customer engagement, executive and corporate communications, employee communications, merchandising, and emerging businesses.

• Prioritize use cases based on customer value, strategic relevance, feasibility, adoption readiness, time to value, risk, and potential for scale.

• Sponsor cross-functional pilots and scale proven solutions into repeatable products, services, workflows, and standards.

• Connect AI-enabled marketing and communications work to outcomes such as customer engagement, brand consideration, campaign effectiveness, media efficiency, content velocity and quality, employee understanding, revenue growth, profitability, and risk reduction.

• Build a clear path from experimentation to adoption, including business ownership, process redesign, training, measurement, and ongoing product management.

4. Establish the operating model and governance

• Design the functional AI operating model, including portfolio governance, funding recommendations, intake, prioritization, decision rights, delivery standards, and escalation paths.

• Partner with Enterprise Strategy, Information Technology, Data & Analytics, Legal, Privacy, Cybersecurity, Finance, Procurement, Human Resources, and other relevant functions to align on architecture, data, risk, talent, and investment requirements.

• Define guardrails for responsible use of generative and agentic AI, including brand integrity, data protection, intellectual property, transparency, human oversight, bias mitigation, misinformation, records management, and regulatory compliance.

• Create standards for vendor selection, model and tool evaluation, content review, measurement, and retirement of solutions that do not create sufficient value.

• Ensure the function can move with urgency without bypassing safety, integrity, customer trust, or required controls.

5. Lead adoption, capability building, and change management

• Build an AI-fluent marketing and communications organization through executive education, role-based learning, communities of practice, playbooks, coaching, and practical experimentation.

• Take full ownership for portfolio-level results, including stopping or redirecting work when outcomes, risk, or adoption do not justify continued investment.

• Develop the change strategy that helps leaders and employees understand why AI matters, how work will change, what remains human-led, and how success will be measured.

• Create a network of AI champions across the CMCO’s organizations to accelerate adoption and surface frontline insights.

• Build and lead a high-performing central team with the optimal mix of strategy, product, transformation, analytics, communications, and change-managementexpertise.
   

Senior Manager-level expectations:

Expertise

• Industry-recognized expertise in AI strategy, digital transformation, marketing, communications, customer experience, media, insights, or a closely related discipline.

• Broad business acumen and demonstrated understanding of how products, services, customer needs, technology, data, brand, communications, and operating models work together.

• Practical fluency in generative AI, agentic systems, machine learning-enabled analytics, data products, experimentation, model risk, and responsible AI; hands-on software development is not required.

• Strong command of executive communications, stakeholder alignment, change leadership, and value measurement.

• A reputation for building high-performing teams and attracting scarce talent in a fast-changing discipline.

Complexity

• Independently resolves ambiguous, high-impact problems that span multiple functions, geographies, brands, channels, and stakeholder groups.

• Balances speed and experimentation with safety, privacy, cybersecurity, intellectual property, brand trust, quality, and regulatory requirements.

• Makes strategic recommendations where stakeholder objectives may conflict and where there is no established playbook.

• Anticipates how changes in AI, customer behavior, media, regulation, and the competitive environment may affect GM’s market position.

• Leads organizational change that requires sustained alignment, transparent communication, and disciplined execution.

Scope and impact

• Influences globally through a matrixed model and operates across the entire Global Marketing & Communications organization.

• Decisions and recommendations materially affect critical organizational objectives, customer value, brand reputation, public value, productivity, and the pace of transformation.

• Determines the structure, capabilities, and resource requirements of the functional AI strategy and transformation team.

• Collaborates with peers on GM’s long-term vision and strategic priorities and determines the relationships and resources needed to optimize outcomes across the enterprise.

• Establishes a repeatable model that can be extended to other functions while preserving clear accountability within Marketing & Communications.

Required qualifications:

• Bachelor’s degree required.

• 12 years total experience; 2+ years in AI expertise and strategy.

• Leadership experience driving enterprise AI strategy