Lead, Retail Go-To-Market - GM Energy

General Motors • Warren, MI

3d • Hybrid

About The Position

We are seeking a Retail Go-To-Market Lead to drive the design, launch, and continuous optimization of GM Energy products and programs. This role will work cross-functionally and in close coordination with GM vehicle divisions and brands to lead go-to-market strategy and execution for chargers, adapters, home energy equipment, and related services in the U.S. You will ensure brand-consistent integration and clear attribution, channel readiness, retail campaigns, and ongoing lifecycle management that are grounded in data, experimentation, and learning. The Role You will help shape and test new program constructs, integrate product and brand messaging, design and track incentive and promotional programs, and build analytics and reporting that inform how we allocate and optimize spend against key performance objectives (e.g., penetration rates, attachment rates, CSAT, ROI). You will be expected to persist from concept through scaling—iterating based on insights to continually improve performance. Success will be measured by sales performance, program and campaign effectiveness, quality of insights and recommendations, and your contribution to the growth of GM Energy’s presence and brand in the market. This position reports to the Group Manager – GM Energy Retail Go-To-Market.

Requirements

• Bachelor’s degree in Marketing, Business Administration, or related field, 5+ years overall related experience in marketing, sales operations, product marketing, or go-to-market roles.
• Proven experience partnering with dealers or similar retail networks to deliver mutually beneficial outcomes, ideally involving new program or offer constructs.
• Experience supporting complex, cross-functional projects (planning, business case inputs, execution tracking) and managing multiple workstreams simultaneously from concept through launch and optimization.
• Demonstrated ability to work collaboratively and influence cross-functional teams, with strong interpersonal skills to build and maintain relationships across an organization.
• Highly driven marketing professional who excels in a fast-paced, growth / launch context; experience in technology, energy, or EV-related environments is preferred.
• Knowledge of EVs, EV charging networks, home EV charging products and installation services, or strong willingness and aptitude to build this expertise quickly.
• A prolific communicator with highly proficient presentation skills and strong verbal, non-verbal and written communication skills; able to clearly tell the story of program performance, learnings, and next steps.
• Strong computer software and analytics skills, especially Microsoft Excel and PowerPoint, with the ability to take complex data sets and distill them into clear insights, implications, and recommended actions for diverse audiences.

Nice To Haves

• Experience within automotive marketing and/or working with dealers is strongly preferred; familiarity with GM sales operations is a plus.
• Experience establishing or tracking sales performance standards and KPIs (e.g., penetration, attachment, CSAT, conversion, mix, ROI) and using insights to recommend and drive actions is preferred.

Responsibilities

• Support go-to-market strategy and execution
• Support development, implementation, and management of innovative go-to-market plans for GM Energy products and services, partnering closely with the Retail Go-To-Market Group Manager.
• Translate high-level commercial and brand objectives into testable program designs with clear hypotheses, KPIs, and learning agendas.
• Brand integration and attribution
• Support integration of GM Energy, divisional, and vehicle brand messaging across all relevant channels, ensuring consistency with divisional strategies and brand guidelines.
• Help define and refine attribution frameworks so that retail and promotional activity can be tied back to specific brands, campaigns, and programs.
• Channel-agnostic communications and assets
• Contribute to the design of communications considerate of all sales channels and consumer touchpoints (GM/Brands, GM Field and Dealers, E-Commerce, Direct Sales, Partner sales channels).
• Coordinate with agencies and suppliers supporting go-to-market efforts, including briefing, tracking deliverables, and supporting day-to-day execution to ensure on-brand, measurable output.
• Program design, launch, and persistent optimization
• Plan, launch, and relentlessly optimize GM Energy programs in new sales channels including used EV, fleet, and emerging segments to drive incremental adoption and revenue.
• Partner with cross-functional stakeholders to run experiments (A/B tests, pilots, offer constructs) and continuously refine programs based on performance data and feedback.
• Ensure we are optimizing spend across tactics and channels relative to core objectives, including pen rates, attachment rates, CSAT, and customer lifetime value.
• Utility and ecosystem integration
• Plan and incorporate utility-related messaging (e.g., incentives, programs, and partnerships) into retail plans and customer and dealer-facing materials for education and Point-of-Sale.
• Help connect utility and ecosystem value propositions back to GM Energy and brand narratives, ensuring clear differentiation and attribution.
• Pricing, incentives, and financial rigor
• Support pricing and sales incentive initiatives monthly for GM charging and GM Energy products, in collaboration with GM Energy Finance (e.g., gathering inputs, preparing analysis and presentations).
• Use performance insights to recommend changes to incentive structures, offer design, and investment allocation to improve both commercial and customer outcomes.
• Analytics, performance tracking, and reporting
• Assist in developing and presenting GM internal leadership updates on program performance and sales tracking, including preparation of scorecards and reporting.
• Partner with analytics teams to build and refine dashboards, views, and narratives that translate data into clear insights and recommended actions.
• Monitor performance vs. KPIs—penetration, attachment, CSAT, conversion, mix, and ROI by channel—and drive follow-through on optimization opportunities.
• Sales enablement and internal advocacy
• Develop resources (decks, one-pagers, FAQs, talking points) to enhance Field, Dealer, e-commerce, Direct & Partner sales channel understanding of GM Energy products and services.
• Act as a persistent advocate for GM Energy within the broader GM organization, helping teams understand program objectives, performance, and next steps.
• Special projects and strategic initiatives
• Lead and/or support high-priority special projects for GM Energy Retail Go-To-Market (e.g., new partner models, pilot programs, innovation sprints, new channel concepts) from problem framing through testing, scaling, and measurement.
• Bring structured thinking, analytical rigor, and persistence to ambiguous problem spaces, creating clarity on objectives, hypotheses, workplans, and success metrics and driving follow-through to results.

Benefits

• From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 5,001-10,000 employees