Head of Performance Marketing, Chevy

General Motors•Warren, MI

1d•Hybrid

About The Position

GM is undergoing a massive transformation to continue its automotive leadership with industry‑leading products, strong brands, and a commitment to innovation, quality, and safety. As we continue to evolve and expand our market presence, we are seeking a highly skilled and experienced Head of Performance Marketing, Chevrolet to spearhead our performance marketing efforts. This role serves as the senior‑most performance marketing leader for Chevrolet and a peer to the Heads of Performance for other GM brands. The leader will own Chevrolet’s performance marketing strategy and results across the full funnel, from demand generation through sales conversion and owner loyalty, in partnership with Sales, Brand Strategy, and product reporting directly to the CMO. This individual will leverage paid media, SEO, CRM, website optimization, data, and analytics to deliver high‑quality leads to our dealers, drive profitable growth and market share, and strengthen brand health. The ideal candidate brings deep expertise in performance marketing, a relentless desire to win, and a continuous drive to uncover new performance opportunities. Through strategic leadership and partnership with the GM Centers of Excellence (COE), this role will help build a data‑driven organization that works in real time to optimize all marketing investments and drive brand growth.

Requirements

Bachelor’s degree.
10+ years of marketing experience, including media, online display advertising, website management, online video advertising/pre‑roll ads, social media, retargeting, behavioral/contextual targeting, PPC, SEM, and SEO.
Proven track record developing performance marketing capabilities within a large, highly matrixed organization.
Proven experience leading performance marketing for a complex, multi‑channel, high‑spend business (e.g., retail, automotive, financial services, e‑commerce) with a material impact on revenue and profit.
Demonstrated success managing large media budgets and making investment tradeoffs across channels, audiences, and funnel stages.
People leader experience managing a mix of direct reports and matrixed reports, including senior‑level talent and large cross‑functional teams, as well as agencies and external partners.
Transformational mindset and the ability to translate complex performance marketing workstreams into executive‑level summaries and clear recommendations.
Deep understanding of performance measurement, attribution methodologies, and experimentation design; comfort debating model assumptions and limitations with Analytics and Finance.
Hands‑on familiarity with ad tech, martech, and CRM ecosystems; proven track record of partnering with analytics and technology teams to unlock new capabilities.
Excellent written and verbal communication skills and the ability to influence and challenge senior stakeholders with data‑driven insights.

Nice To Haves

Experience setting up performance marketing processes, teams, and operating models.
Experience working within franchise tiered marketing systems, including integrating national, regional, and dealer‑level efforts.
Experience in automotive, retail, or other distributed/franchise models strongly preferred.

Responsibilities

Own Chevrolet 's full-funnel performance marketing strategy, translating business objectives into investment decisions and delivering against clear KPIs for leads, orders/sales contribution, ROI, and dealer profitability.
Oversee all performance-related paid media—search, social, display, video, and programmatic—optimizing spend to maximize ROI through continuous monitoring, adjustment, and disciplined test-and-learn.
Implement and refine SEO strategies to improve organic rankings and traffic, and enhance website performance through A/B testing, UX improvements, and conversion rate optimization in close collaboration with digital product teams.
Develop and manage CRM strategies that nurture leads, improve retention, and use customer data to deliver targeted, personalized campaigns across email, push, and other owned channels.
Partner cross-functionally to optimize the analytics framework and tools, and help define enterprise standards for measurement, attribution, and data quality—debating and refining approaches with Analytics and Finance to inform real-time investment decisions.
Own Chevrolet 's test-and-learn roadmap (GEO, audience, creative/offer, and new-channel pilots) and champion advanced analytics, automation, and AI/ML in bidding, targeting, and personalization—within GM's governance, privacy, and data standards.
Build, lead, and develop a high-performing team of performance marketers and analysts (direct and matrixed), creating a culture of accountability, experimentation, and continuous improvement.
Manage agency and platform partners to best-in-class performance, and serve as the primary performance marketing voice in cross-functional forums (Brand, Sales, Finance, Product, CX, COEs), translating insights into clear tradeoffs and recommendations for senior leadership.
Integrate national, regional, and dealer‑level performance strategies, ensuring alignment with franchise/tiered marketing systems and improving lead quality, conversion, and dealer satisfaction.