Global Content Lead

Job Description

The Global Content Lead plays a pivotal role in supporting GM's global markets by driving the cohesive planning and execution of high-impact assets for international vehicles. The Global Content Lead is responsible for leading the cohesive planning and execution of Chevrolet global asset packages for international nameplates, ensuring that the materials created resonate with the brand's diverse global audience.

In addition, this role serves as the cross brand AI content lead for the global markets, creating and scaling AI-enabled content to help regions plan, create, adapt and activate content more efficiently and consistently.

This is a key role within the organization who collaborates with internal (Design, product marketing, brand strategy, performance, global brand teams) and external (ad agencies and vendors) teams to ensure advertising deliverables and assets are executed on time, within budget, meet global brand standards, and drive strategic business outcomes for the markets.

You will report to the Global Chevrolet Brand Strategy Manager. This role requires creativity, project management skills and analytical thinking with an emphasis on collaboration to contribute effectively to the company's global marketing strategies.

KEY RESPONSIBILITIES / ACCOUNTABILITIES

• Work with the advertising and communication teams to understand product reveal and launch plans to ensure content is available to support the needs across all the markets.
• Work with creative agencies and the markets to adapt U.S. assets for global use.
• Coordinate and integrate Global input into key brand moments.
• Act as the AI content maker for the global brand teams, using generative AI tools (e.g., text, image, video) to help create, adapt, and version content packages for the global regions, while maintaining brand integrity and quality.
• Facilitate the exchange of information and assets and foster the integration between the U.S. brand strategy team and the international markets.
• Partner with other teams within GM to pilot new content tools and technologies in development, helping to define use cases, requirements, and success metrics from a global brand perspective.
• Design and maintain AI-ready templates, prompts, and playbooks that enable markets and agencies to efficiently generate on-brand content (copy, visuals, and simple content variants) for local needs.
• Support regional teams in adopting AI tools by providing hands-on guidance, training, and best practices, and by troubleshooting issues as new capabilities roll out.
• Ensure all content maintains product integrity and adheres to GM legal and safety policies, escalating risks as needed.
• Capture and synthesize learnings from AI tool pilots (what works, what doesn't, impact on quality/speed/cost) and translate them into clear recommendations for scaling across markets.
• Support a forward-looking view of emerging AI content capabilities and competitor activity; bring structured, practical recommendations on where AI can augment existing content workflows versus where traditional production remains essential.

ESSENTIAL QUALIFICATIONS / REQUIREMENTS

• Bachelor's Degree required; in Marketing or related field preferred.
• 5+ years of advertising or integrated marketing experience required; automotive industry or relevant sectors experience preferred.
• Hands-on experience using generative AI tools  in a marketing, creative or content production context.
• Strong project management abilities with attention to detail.
• Excellent written and verbal communication skills.
• Demonstrated ability to translate marketing or brand briefs into effective prompts, inputs and workflows that produce on-brand AI-generated content.
• Familiarity with basic concepts of AI governance in marketing (e.g., disclosure of AI use, IP and training data considerations, bias, brand safety) and comfort operating within defined guardrails.
• Experience testing or piloting new content tools or platforms, documenting learnings, and turning them into simple guidance for non-technical marketing partners.
• Experience with both traditional and digital advertising channels.
• Creative thinking with a strong understanding of branding and visual communication.
• Ability to work collaboratively in a dynamic, fast-paced environment, adapting to manage multiple priorities and fostering a culture of inclusion.
• Proficiency in managing relationships with external agencies and internal cross-functional teams.
• Expertise in cross cultural communication and collaboration with global stakeholders.
• Demonstrated cultural competence, sensitivity, and diplomatic ability; willingness to navigate and respect cultural differences.
• Regularly participate in global meetings which may be outside of core business hours due to local market time zones.
• Ability to be a proactive, collaborative self-starter, who takes initiative and seeks out support and guidance as needed.

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.

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.

Benefits Overview

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.

Non-Discrimination and Equal Employment Opportunities (U.S.)

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.

All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws. 

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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