National Marketing Communications Manager Buick GMC

Job Description

National Marketing Communications Manager - Buick GMC

Vacancy Status

Yes - This posting is for an existing vacancy within the organization and is open to new applications. (Backfill)

AI Disclosure

As part of the application process Artificial Intelligence will be used in the hiring process for this role

Hybrid - This role is categorized as hybrid. This means the successful candidate is expected to report to the Markham Elevation Centre or Oshawa Elevation Centre three times per week at minimum or other frequency dictated by the business.

General Motors of Canada is seeking a strategic creative and commercially minded National Marketing Communications Manager to lead integrated marketing for the Buick and GMC brands. This role will shape how the brands appear across the customer journey from brand storytelling and product launches through retail communications digital experiences and dealer-facing execution.

You will translate consumer and market insights into powerful brand and marketing communication strategies agency direction and briefs and oversee integrated campaigns across paid owned and earned channels to optimize sales return on advertising spend and brand health. You will also bring strong media literacy: defining target audiences understanding the drivers of media effectiveness and performance marketing connecting investment to business outcomes and using measurement and experimentation to improve results.

The successful candidate will connect brand strategy creative development media customer experience retail marketing and performance measurement. You will work across the Marketing leadership team Marketing Applied Science Performance Driven Marketing Media Strategy and Planning Customer Lifecycle Management Web Platform Product Marketing Sales Regional Marketing Retail Excellence PR Legal agencies and global GM teams. You will enable an integrated national go to market approach across all regions taking full accountability from national plans down to regional execution.

This role requires fresh thinking an industrious mindset sound judgement and strong consumer-driven marketing expertise together with the ability to lead people develop talent and align senior stakeholders around measurable business objectives.

Key Responsibilities

Brand communications and strategy

• Lead integrated national communication strategies for Buick and GMC across brand nameplate product launch and retail programs.

• Own the annual planning process marketing plan agency brief and communications planning process defining objectives audiences insights messaging channel roles deliverables and measures.

• Turn consumer research cultural trends competitive intelligence and market performance into strategic recommendations messaging frameworks and creative briefs.

• Develop messaging that builds awareness shifts perception and drives consideration among priority audiences adapting it to relevant segments and customer journeys.

• Steward the Buick and GMC brand identities ensuring a distinctive tone of voice and consistent application of global standards across national retail consumer-facing and internal communications but is relevant and consumer validated for Canadian consumer audiences.

• Present strategic recommendations to senior leadership and stakeholders using clear rationale and evidence to build alignment and enable decisions.

• Identify emerging consumer cultural technology and marketing trends including practical applications of AI to inform innovation.

Integrated advertising and creative leadership

• Plan and develop integrated brand and retail advertising across broadcast connected TV digital video search social programmatic out-of-home experiential CRM website and other relevant channels.

• Build a social-first always-on communication architecture that supports brand relevance campaign objectives and retail priorities.

• Brief and direct creative agency partners from strategy through production providing clear direction constructive feedback and timely approvals.

• Oversee creative production asset adaptation distribution and governance across the Buick and GMC portfolio including dealer digital assets retail materials and point-of-purchase programmes where applicable.

• Manage workback schedules and co-ordinate legal brand product and stakeholder approvals to deliver go-to-market assets on time.

• Lead brand partnerships influencer activities branded entertainment sponsorships and experiential programmes ensuring each is strategically relevant and executed to a high standard.

• Co-ordinate messaging and resource requirements across Product Marketing CRM Website and Customer Experience Retail PR Regional Marketing and Sales.

Media literacy and performance marketing

• Partner with Media Strategy and Planning and Performance Driven Marketing to translate communications objectives into full-funnel media strategies and high-value customer behaviours.

• Define or validate target audiences customer segments channel roles media mix investment allocation reach and frequency considerations and campaign KPIs.

• Apply working knowledge of search social programmatic display digital video connected TV broadcast out-of-home retail media and emerging platforms.

• Evaluate the drivers of media and performance marketing effectiveness including audience quality creative relevance placement reach frequency sequencing landing-page experience conversion signals incrementality and attribution.

• Partner with the Media team Marketing Applied Science Research and Insights and analytics teams to interpret brand and media performance apply test-and-learn principles and improve creative media efficiency customer experience and results.

• Align forecasts and campaign plans with retail activity product availability launch timing and dealer objectives.

• Maintain sufficient fluency in advertising platforms web analytics ad-serving technologies measurement methodologies and attribution models to challenge recommendations and make informed decisions.

• Oversee communications and production budgets ensuring effective allocation stewardship and accountability with agency and internal partners.

Leadership and collaboration

• Build trusted relationships across the commercial organization Retail Sales PR Regions Legal CRM Website and Customer Experience Product Marketing and central GM teams.

• Lead creative media experiential production and other agency relationships establishing effective ways of working and regular status reviews that maintain momentum and accountability.

• Collaborate with global GM teams to share information assets best practices and learnings that improve consistency and cross-brand performance.

• Lead coach and develop direct reports; delegate effectively build bench strength and foster an inclusive collaborative and high-performance team culture.

• Manage multiple priorities in a fast-paced environment while maintaining quality sound judgement and urgency.

• Travel across Canada as required for business meetings launches events and experiential programmes including occasional weekends or irregular hours.

Qualifications

• Bachelors degree in Business or a related field or equivalent experience required

• Eight or more years of progressive experience in marketing communications advertising brand building media performance marketing or a related discipline.

• Experience leading integrated brand and retail campaigns across paid owned and earned channels.

• Demonstrated success leading creative media and other agency relationships including writing compelling communications briefs and providing strategic and creative feedback.

• Experience managing people delegating workload developing talent and building high-performing teams.

• Strong understanding of digital broadcast CRM social experiential and out-of-home marketing with practical exposure to media planning and buying.

• Demonstrated media literacy and understanding of full-funnel planning audience strategy media mix budget allocation KPIs measurement attribution and performance optimisation.

• Ability to connect media and communications tactics to business outcomes including sales consideration customer acquisition and brand health.

• Proven ability to manage significant budgets timelines approvals and production deliverables.

• Strong analytical capability with the ability to turn data research and campaign performance into action.

• Ability to offer a clear point of view and defend recommendations with sound strategic rationale and evidence.

• Excellent written and verbal communication presentation storytelling co-ordination and project-management skills.

• Proficiency in PowerPoint and common marketing and collaboration tools.

• Ability to work effectively with cross-functional cross-country and global teams.

• Self-starter with creative problem-solving ability strong judgement and a customer-first mindset.

• Automotive industry experience retail product knowledge and bilingual English/French capability are assets.

Compensation

The salary range for this role is $131000.00 to $180900.00. The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.

Benefits

The goal of the General Motors of Canada total rewards programme is to support the health and well-being of you and your family. Our comprehensive compensation plan currently includes the following benefits in addition to many others:

• Paid time off including vacation days holidays and supplemental benefits for pregnancy parental and adoption leave.

• Healthcare dental and vision benefits including a health care spending account and wellness incentive.

• Life insurance plans to cover you and your family.

• Company and matching contributions to a defined contribution pension plan to help you save for retirement.

• GM Vehicle Purchase Plan for you and your family.

THIS JOB IS NOT ELIGIBLE FOR RELOCATIONS BENEFITS. ANY RELOCATION COSTS WOULD BE THE RESPONSIBILITY OF THE SELECTED CANDIDATE.

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.

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 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. The selected candidate will be required to travel <25% for this role. This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.

About GM

Our vision is a world with Zero Crashes Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better safer and more equitable for all.

Why Join Us

We believe we all must make a choice every day individually and collectively to drive meaningful change through our words our deeds and our culture. Every day we want every employee to feel they belong to one General Motors team.

Non-Discrimination and Equal Employment Opportunities

General Motors is committed to being a workplace that is not only free of unlawful discrimination but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required where applicable to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more visit How we Hire.

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