Assistant Manager, Lead Acquisition & Engagement Programs

General Motors • Warren, MI

75d

About The Position

GM is seeking an Assistant Manager, Lead Acquisition & Engagement Programs to lead the transformation of how third-party and event-based leads are captured, managed, and converted into sales. This role manages GM’s Third-Party Lead and Divisional Hand-raiser programs, partnering with internal teams, GM Brands, and external vendors to drive lead volume, improve conversion rates, and enhance dealer engagement. The ideal candidate brings a strategic mindset, strong analytical capabilities, and a collaborative approach to program execution. This role plays a key part in aligning lead initiatives with GM’s broader sales and marketing strategies, supporting the launch of Salesforce as the lead management platform, and delivering actionable insights that maximize ROI.

Requirements

• Bachelor's degree
• 5+ years of OEM, field, or dealer sales and/or marketing experience
• 3+ years of experience in automotive sales and/or lead management
• Automotive BDC and dealer CRM experience or knowledge
• Vendor and program management experience
• Strong analytical skills with the ability to translate data into actionable strategies
• Initiative-driven with a proven ability to work independently and make decisions with minimal direction
• Experience in cross-functional collaboration and performance-based solution development
• Proficiency in Microsoft Office tools (PowerPoint, Excel, Teams, etc.)
• Excellent communication skills with the ability to confidently develop and present to diverse audiences
• Willingness to travel (<10%)

Nice To Haves

• MBA or equivalent advanced degree

Responsibilities

• Lead and manage GM’s Third-Party Lead (TPL) program
• Oversee Divisional Hand-raiser (event leads) process and team
• Innovate and enhance third-party leads program strategies
• Collaborate with GM Divisions on focus vehicles, quarterly forecasts, and lead volume planning
• Analyze lead performance and deliver actionable insights to internal and external stakeholders
• Increase overall lead close rates, buy rates, and dealer participation in the TPL program
• Support the launch of the new GM Lead Pipe, powered by Salesforce
• Develop effective training materials and documentation for field teams and dealers
• Manage vendor relationships, including pricing negotiations, scope of work, budgeting, and invoice approvals

Benefits

• Relocation may be provided
• Comprehensive benefits package including health and wellness programs

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: Bachelor's degree
• Number of Employees: 5,001-10,000 employees