Assistant Marketing Manager, Customer Retention Program

General Motors•Warren, MI

9d•Hybrid

About The Position

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.

Requirements

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 in marketing, CRM, lifecycle marketing, retention strategy, dealer marketing, or a related field.
Experience working across brand, field, and dealer-facing organizations.
Bachelor’s degree required.

Nice To Haves

Experience managing agencies, suppliers, vendors, or external partners is preferred.
Experience in automotive, retail, or dealer-facing environments is preferred.
Degree in marketing, business, communications, or related field preferred.

Responsibilities

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.
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.
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.