Onstar Relationship Marketing Manager

4 weeks ago

Warren, Michigan, United States General Motors Full time
Job Description

As a key member of the OnStar Marketing team, the Relationship Marketing Manager will drive innovation and deliver measurable outcomes across GM's subscription-based communications for OnStar services. This role oversees a team focused on optimizing every customer interaction throughout the lifecycle, from strategic vision to tactical execution.

The successful candidate will have a passion for customer engagement, cross-channel marketing expertise, and a spirit of innovation aimed at continuous testing and optimization. Scope of work includes driving customer acquisition, retention, churn reduction, and product engagement through a variety of channels, including email, direct mail, SMS, in-app, in-vehicle, and 1:1 paid media.

Key Responsibilities
  • Lead 1:1 subscription marketing campaigns for OnStar and manage a direct team.
  • Develop and initiate CRM strategies that support 1:1 communication, delivering the right message to the right customer at the optimal time and channel.
  • Leverage data and analytics to foster strong customer relationships and drive performance improvements across all touchpoints.
  • Manage cross-channel campaigns, including Email, Direct Mail, SMS, In-App, In-Vehicle, and 1:1 Media.
  • Oversee cross-lifecycle journey development, driving key outcomes across acquisition, retention, upsell/cross-sell, winback, product engagement, loyalty, and seasonal/retail promotions.
  • Collaborate with the OnStar Sales team to define KPI objectives and align campaigns with subscription performance targets.
  • Partner with Brand, Digital Marketing, Retail, and Product Marketing teams on creative development, product launches, content strategy, and web experience.
  • Foster a performance-driven culture, championing an iterative approach to improving customer experiences through insights and analytics.
  • Collaborate with Product and CX teams to identify customer needs and inform product definitions, value propositions, and target audience strategies.
  • Set and monitor growth objectives for program success, focusing on engagement metrics like opens, clicks, and conversion rates.
  • Build a team in a high-performance culture.
  • Manage agency/vendor relationships, ensuring performance, budget adherence, and contractual alignment with CRM and media agency partners.
  • Collaborate with Marketing Operations and Data Analysis teams on audience development and back-end analysis, driving strategic decisions based on data-driven insights.
  • Serve as a Performance Marketing SME, guiding cross-channel go-to-market strategies and decisions.

Requirements

  • 7+ years of CRM and digital marketing experience, preferably in subscription-based marketing.
  • A forward-thinking performance marketer with a passion for innovation in a fast-paced environment.
  • Demonstrated ability to implement change and elevate 'best-in-class' marketing practices.
  • Expertise in cross-functional collaboration and leading teams with input from multiple business areas.
  • Strong problem-solving, planning, and organizational skills.
  • Demonstrated success in leading integrated, digital-first marketing campaigns.
  • Leadership abilities to build and manage high-performing teams and meet key performance goals.
  • Proficient in modern marketing tools, data utilization, AI/ML, and advanced digital channels.
  • A skilled mentor with an ability to develop emerging marketing talent.
  • Expertise in managing complex, automated marketing campaigns and segmentation strategies.
  • Proficiency in data analysis and driving data-driven marketing initiatives.
  • Experience in marketing technology brands or related products.
  • Direct agency experience or extensive agency management experience.
  • Proven leadership in cross-functional team management.
  • Strong financial and performance management skills.
  • Excellent written and verbal communication abilities.
  • Ability to facilitate collaboration and problem-solving within teams.
  • Proven project management expertise.
  • People Leadership: Direct Leadership, Mentorship, Individual Development, and fostering a positive team environment.
  • A company vehicle will be provided for this role with successful completion of a Motor Vehicle Report review.

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