OnStar Brand Strategy & Global Market Lead

OnStar Brand Strategy & Global Market Lead

The OnStar Brand Strategy & Global Market Lead is responsible for driving global brand marketing initiatives that strengthen OnStar's position as GM's leading technology subscription brand. This role manages agency relationships, leads integrated campaigns, and ensures strategic alignment across global markets. The ideal candidate combines strong strategic thinking, creative judgment, and operational excellence to deliver impactful brand experiences.

Key Responsibilities :

Brand / Product Strategy & Global Marketing :

Lead global marketing initiatives for OnStar, ensuring consistent brand positioning and messaging across markets.

Improve OnStar brand health through strategic positioning, marketing communications, and adherence to brand guidelines and standards.

Champion the OnStar brand internally and externally, fostering alignment across stakeholders and regions.

Develop positioning, growth, adoption, and engagement strategies for the OnStar services portfolio, including future innovations.

Integrated Campaign Content Planning & Execution :

Develop comprehensive content strategy frameworks that align with brand objectives and audience insights across global markets.

Define creative strategy for campaigns, ensuring messaging consistency and innovative storytelling across all touchpoints.

Collaborate with agencies and internal teams to conceptualize and refine creative ideas, ensuring alignment with brand positioning and campaign goals.

Oversee creative production timelines, budgets, and deliverables to ensure high-quality execution on time and within scope.

Support asset development and adaptation for global and local markets, including video, digital, social, and experiential content.

Ensure all creative outputs adhere to brand guidelines, legal requirements, and safety standards.

Partner with analytics teams to inform creative decisions with data-driven insights, optimizing content for engagement and performance.

Facilitate creative review sessions with stakeholders, providing strategic feedback and ensuring alignment with campaign objectives.

Manage content calendars and ensure timely delivery of assets for multi-channel campaigns.

Agency & Resource Management :

Manage creative agency relationships, ensuring projects meet briefed goals on time and within budget.

Forecast and manage workstreams, resources, and timelines, proactively resolving issues to maintain momentum.

Oversee creative development and approvals for OnStar and Super Cruise brand campaigns and assets.

Cross-Functional Collaboration & Market Integration :

Assist cross-marketing teams with responsibilities including creative communications, social media, content strategy, site readiness, dealer integration, and advisor readiness.

Host best practice and global learning sessions for brand marketing teams to share insights and foster collaboration.

Work closely with Insights & GM Market Research teams to develop customer segmentation, ad testing, campaign performance insights, brand tracking studies, and advanced analytics initiatives.

Performance & Reporting :

Monitor campaign performance and provide actionable insights to optimize future initiatives.

Prepare regular reports on project status, resource allocation, and budget adherence for leadership review.

Qualifications :

Bachelor's degree; MBA preferred.

5+ years of experience in brand strategy, advertising, or integrated marketing roles, preferably in automotive or technology sectors.

Proven ability to manage complex projects and multiple stakeholders across global markets.

Strong understanding of creative development processes and agency management.

Excellent communication, presentation, and leadership skills.

Ability to work in a fast-paced environment and adapt to changing priorities.

Core Competencies : Strategic Thinking

Project Management

Global Mindset

Creative Judgment

Cross-Functional Collaboration

Analytical Skills

GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc).

This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}. This job may be eligible for relocation benefits.