General Motors Assistant Marketing Manager – Member Acquisition, OnStar - GCC0001730 in Detroit, Michigan

Assistant Marketing Manager – Member Acquisition, OnStar

The position of Assistant Marketing Manager - Member Acquisition is a critical role within the OnStar Sales & Marketing team focused on the creation and implementation of strategic marketing programs to grow the OnStar Member base. Reporting to the Manager of Retail Performance, this individual is empowered to champion change to enhance the customer experience and lead programs that will drive growth in key performance metrics, such as post-trial Retention and Average Revenue per User.

This position requires:

- A high performing individual that is motivated by championing positive change, inspiring passion for our brands and driving business performance through the development and execution of strategic marketing initiatives designed to convert trial Members into paid relationships.

- An accomplished communicator, with strong relationship management skills and the ability to influence key stakeholders, businessMember Acquisition / Post-Trial Retention

- Develop vision and strategy for Member acquisition, driving revenue growth for GCCX

- Lead in the strategic development of marketing programs designed to educate, engage, and inform trial Members, ultimately leading to sales of OnStar and Connected Services products

- Utilize data, analytics and technology to create a personalized 1-1 experience for OnStar and Connected Services Members, through a variety of channels (e.g. Contact Center, Web, EM/DM)

- Lead in the communication of acquisition performance, and the development of retention forecasts, while gaining alignment from leadership and cross-functional partners

Retail Offer Strategy

- Design targeted retail offer strategies to maximize post-trial retention and maximize revenue

- Analyze and interpret data and insights to identify Member segments and needs, which will guide the development of targeted OnStar and Connected Services offers

- Work closely with Advanced Analytics to design and implement propensity modeling and segmentation strategies, focusing on driving conversion, retention and revenue

- Leverage decisioning technology (e.g. Pega) to drive offer testing and channel optimization

- Integrate with the Product Strategy team to influence product constructs and pricing

Cross-Functional Leadership

- Lead and motivate organizational partners (e.g. CRM, Contact Center, Field, Marketing Ops) responsible for driving performance of leading indicators that optimize Member onboarding, trial engagement and ultimately conversion into paid OnStar and Connected Services plans

- Partner with Business Analytics and Finance to assess market factors and measure key performance indicators, in order to develop forecasting and glidepath models

Position Tasks and Responsibilities:

- Track, monitor and drive Key Performance Indicators (KPIs) such as Blue Button Welcome Call Complete, Auto-Renewal enrollment, trial product engagement and trial NPS

- Strategic development of targeted offer strategy, to drive conversion rates across all channels

- Develop business performance content, and present to all levels within the organization

- Work closely with Business Analytics to define requirements for analytics requests, prioritize work according to business value, and communicate learnings to cross-functional partners

- Support the development of CRM campaigns, including creative, messaging and analytics

- Project management and support of tactical execution for Member acquisition programs

- Support the development and implementation of innovative marketing programs across all media including call center, web, email / direct mail and mobile to maximize perceived value of service resulting in higher customer retention / profitability

- Design and support test plans for execution, channel optimization, creative and offer testing, customer segmentation and targeting models supporting sales of OnStar and Connected Services

- Monitor program results, quickly ascertain learning and make recommendations based on results

- Coordinate input from internal / external customers to understand customer perceptions / needs

Required Knowledge:

- Current with CRM and pricing trends, direct marketing best practices and digital technology

- Understanding of consumer electronics trends and how it intersects with the automotive industry

- Experience managing Agency partners, leading strategic discussions and reviewing creative

- Comprehensive understanding of business operations in design, planning, marketing, manufacturing, purchasing, engineering, sales and dealer/field network

- Experience with program launches, go-to-market strategy implementation and best practices

- Strong knowledge of marketing fundamentals – marketing strategy, CRM & brand marketing

- Strong knowledge of the automotive industry and/or General Motors

- Working knowledge of CRM, 1:1 and/or digital/social marketing techniques

- Basic Knowledge of retail sales and service and/or GM dealerships

- Basic knowledge of automotive technology and/or OnStar/GCCX operations

Required Skills:

- Strong leadership and interpersonal skills, with the ability to influence teams and decision makers

- Strong problem-solving and analytical skills with technical subjects

- Ability to assess data and trends, draw meaningful insights and identify business opportunities

- Proven capacity to manage multiple projects for many stakeholders, against tight deadlines

- Ability to collaborate and influence others in a complex org. structure (influence without authority)

- Adept at building and maintaining strong peer and leader relationships

- Exhibits a customer focus and drives to customer centric solutions

- Ability to act as a catalyst for innovation and change

- Proven ability to think and act strategically

- Adept at pulling together disparate facts, information, data into a cohesive story

- Ability to work effectively in cross-functional teams and foster support from stakeholders

- Able to work autonomously and proactively identify continuous improvement opportunities

- Strong proficiency in MS Office skills, particularly Excel and PowerPoint

- Excellent written and verbal communication skills


- BA / BS in Business, Marketing, Finance or related field. Masters Degree / M.B.A. preferred.

- History of using strong analytical skills, to transform data into actionable insights

- Proven collaboration & problem-solving skills; ability to work with cross-functional partners and drive commitment & buy-in

- Experience establishing effective partnerships within and outside of the organization

- Experience developing & executing marketing programs

- Demonstrated ability to drive results

- Knowledge and experience of working with a subscription based business model

- Experience in Financial modeling and business case development

- Demonstrated customer focus, investigating and taking action to meet customers' needs

- Demonstrated ability to manage multiple projects/programs.

- Retail sales or automotive dealer experience – consulting, supporting or servicing


- Develops Strategic Perspective

- Collaboration and Teamwork

- Inspires and Motivates Others to High Performance

- Solves Problems and Analyzes Issues

- Takes Initiative

- Drives for Results

- Customer Focused

- Champions Change

- Communicates Powerfully and Prolifically