OnStar Brand Strategy & Global Market Lead

General Motors • Full-time • United States • 3w ago

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