📌 Core Information
🔹 Job Title: Manager, OnStar Brand Strategy
🔹 Company: General Motors
🔹 Location: Warren, Michigan
🔹 Job Type: Hybrid
🔹 Category: Marketing & Advertising
🔹 Date Posted: May 9, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Developing and executing innovative OnStar campaigns across global markets
- Ensuring campaigns align with OnStar’s business objectives and maintain brand integrity
- Monitoring and analyzing competitor branding strategies and market dynamics
- Collaborating with cross-functional teams and stakeholders to create cohesive campaigns
- Presenting brand strategies, recommendations, and performance reports to senior management
ASSUMPTION: This role requires a strategic thinker with a deep understanding of the automotive industry and global market dynamics, as well as strong leadership and project management skills.
📋 Key Responsibilities
✅ Lead the creation and execution of innovative OnStar campaigns that resonate with diverse audiences across global markets
✅ Ensure campaigns align with OnStar’s business objectives and maintain brand integrity across different regions and tiers
✅ Define OnStar brand elements, including brand architecture, messaging, value proposition, voice, and tone
✅ Create brand guidelines and standards to maintain brand integrity and coherence in visual and verbal communications
✅ Monitor and evaluate brand performance metrics and KPIs, adjusting strategies to optimize brand awareness and perception
✅ Work closely with peers in marketing strategy and performance marketing, ad agencies, and other stakeholders to develop cohesive and effective campaigns
✅ Monitor and analyze competitor branding strategies and market dynamics to identify growth opportunities
✅ Present brand strategies, recommendations, and performance reports to senior management and stakeholders
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication and project management skills to manage multiple stakeholders and projects.
🎯 Required Qualifications
Education: Bachelor’s degree in marketing, advertising, business, or a related field
Experience: Minimum of 7-10 years of experience in advertising/marketing, with at least 3-5 years in a global or regional role within the automotive industry or a similarly dynamic industry
Required Skills:
- Proven experience in managing large-scale, multi-market campaigns
- Strong understanding of both digital and traditional advertising channels
- Prior leadership experience, effective communicator, and strong project management skills
- Ability to work in a fast-paced, dynamic environment with multiple stakeholders
- Experience in cross-cultural communication and a strong understanding of global market nuances
Preferred Skills:
- Master’s degree
- Experience working in a subscription services company
- Experience working with and managing large budgets
ASSUMPTION: While a master’s degree is preferred, a relevant bachelor’s degree with extensive experience in the field may be considered equivalent.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (Estimated based on industry standards for a Manager, Brand Strategy role in the automotive industry in the United States)
Benefits:
- Paid time off, including vacation days, holidays, and parental leave
- Healthcare (including a triple tax-advantaged health savings account and wellness incentive), dental, vision, and life insurance plans
- Company and matching contributions to 401K savings plan
- Global recognition program for peers and leaders
- Tuition assistance and student loan refinancing
- Discount on GM vehicles for you, your family, and friends
Working Hours: Full-time (40 hours per week), with the expectation to report to the Cole Engineering Center Podium, Warren MI three times per week, at minimum or other frequency dictated by the business
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate’s experience, skills, and the company’s internal equity.
📌 Applicant Insights
🔍 Company Context
Industry: Motor Vehicle Manufacturing
Company Size: 10,001+ employees (Global)
Founded: 1908 (as a holding company)
Company Description:
- General Motors (GM) is an American multinational corporation engaged in automotive manufacturing, with global headquarters in Detroit, Michigan
- GM’s vision is to create a world with Zero Crashes, Zero Emissions, and Zero Congestion
- GM is committed to providing an inclusive workplace where all employees feel welcomed and valued for who they are
Company Specialties:
- Cars
- Trucks
- Manufacturing
- Automotive
- Vehicles
- Transportation
- Engineering
- Information technology
- Electrification
- Software
- AI
Company Website: http://www.gm.com
ASSUMPTION: General Motors is a well-established company in the automotive industry, with a strong global presence and a commitment to innovation and sustainability.
📊 Role Analysis
Career Level: Managerial
Reporting Structure: This role reports directly to the OnStar Brand Management team
Work Arrangement: Hybrid (On-site three days per week, with the possibility of additional days as dictated by the business)
Growth Opportunities:
- Potential advancement to a senior management or director-level position within the OnStar Brand Management team
- Opportunities to lead high-impact projects and campaigns, driving brand growth and market leadership
- Exposure to cross-functional teams and stakeholders, fostering professional development and networking
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a tangible impact on the OnStar brand and advance their career within the organization.
🌍 Location & Work Environment
Office Type: Hybrid (On-site three days per week, with the possibility of additional days as dictated by the business)
Office Location(s): Cole Engineering Center Podium, Warren MI
Geographic Context:
- Warren, Michigan is a suburb of Detroit, with a population of approximately 134,000 people
- The area offers a mix of urban and suburban living, with easy access to major highways and amenities
- Detroit is known for its rich automotive history, cultural attractions, and sports teams
Work Schedule: Full-time (40 hours per week), with flexible hours and the possibility of working remotely on certain days
ASSUMPTION: The hybrid work arrangement offers a balance between on-site collaboration and remote flexibility, allowing employees to optimize their productivity and work-life balance.
💼 Interview & Application Insights
Typical Process:
- Online application and resume submission
- Phone or video screen with the OnStar Brand Management team
- On-site or virtual interview with the hiring manager and other team members
- Final interview with senior leadership
Key Assessment Areas:
- Brand strategy and campaign development
- Market analysis and competitor assessment
- Leadership and project management skills
- Cross-cultural communication and global market understanding
- Alignment with GM’s values and company culture
Application Tips:
- Highlight relevant experience in managing large-scale, multi-market campaigns and driving brand growth
- Tailor your resume and cover letter to emphasize your skills and qualifications for this specific role
- Prepare examples of successful brand campaigns you’ve led, demonstrating your ability to develop and execute innovative strategies
- Research GM’s brand and values to demonstrate your understanding of the company and alignment with its mission
ATS Keywords: Brand Strategy, Marketing, Campaign Management, Project Management, Digital Advertising, Traditional Advertising, Cross-Cultural Communication, Market Analysis, Leadership, Communication, Global Markets, OnStar, GM
ASSUMPTION: The interview process will focus on assessing the candidate’s strategic thinking, leadership skills, and cultural fit within the OnStar Brand Management team and GM as a whole.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, JIRA)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud, Marketo)
- Design and creative tools (e.g., Adobe Creative Suite, Sketch, Figma)
ASSUMPTION: The specific tools and technologies required for this role may vary depending on the candidate’s experience and the team’s needs, but strong proficiency in Microsoft Office Suite and project management tools is essential.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric
- Inclusive
- Collaborative
- Innovative
- Sustainable
Work Style:
- Fast-paced and dynamic
- Cross-functional and collaborative
- Data-driven and analytical
- Adaptable and responsive to change
- Results-oriented and focused on driving business growth
Self-Assessment Questions:
- How do you ensure that your brand strategies align with GM’s commitment to a world with Zero Crashes, Zero Emissions, and Zero Congestion?
- How do you approach cross-cultural communication and ensuring brand consistency across global markets?
- How do you prioritize and manage multiple projects and stakeholders in a fast-paced, dynamic environment?
ASSUMPTION: GM values a diverse and inclusive work environment, and candidates who can demonstrate their alignment with the company’s values and commitment to its mission will be strong contenders for this role.
⚠️ Potential Challenges
- Managing multiple stakeholders and projects in a fast-paced, dynamic environment
- Balancing the need for brand consistency with the requirement to adapt to diverse global markets
- Keeping up with the latest trends and technologies in digital and traditional advertising channels
- Ensuring brand integrity and coherence in visual and verbal communications across multiple regions and tiers
ASSUMPTION: The successful candidate will be able to navigate these challenges effectively, leveraging their strong leadership, project management, and communication skills to drive brand growth and market leadership.
📈 Similar Roles Comparison
- This role differs from related positions in its focus on the OnStar brand and the requirement to manage campaigns across global markets
- Industry-specific context: The automotive industry is highly competitive and dynamic, with a strong emphasis on innovation and sustainability
- Career path comparison: This role offers significant growth potential, with opportunities to advance to senior management or director-level positions within the OnStar Brand Management team
ASSUMPTION: While this role shares similarities with other brand management and marketing positions, its focus on the OnStar brand and global market dynamics sets it apart and offers unique growth and development opportunities.
📝 Sample Projects
- Developing and executing a global campaign to launch a new OnStar feature, driving brand awareness and adoption among target audiences
- Conducting a comprehensive brand audit and redefining OnStar’s brand architecture, messaging, and value proposition to better resonate with customers
- Creating and implementing brand guidelines and standards to ensure brand integrity and coherence in visual and verbal communications across multiple regions and tiers
ASSUMPTION: These sample projects demonstrate the strategic and hands-on nature of the role, requiring a strong understanding of brand management, market analysis, and campaign development.
❓ Key Questions to Ask During Interview
- How does the OnStar Brand Management team collaborate with other departments and stakeholders to develop and execute cohesive campaigns?
- What are the key priorities for this role in the first 90 days, and how will my work contribute to the team’s overall goals and objectives?
- How does GM support the professional development and growth of its employees, particularly in the OnStar Brand Management team?
- What are the most significant challenges facing the OnStar brand in the coming years, and how can this role help address them?
- How does GM foster a culture of inclusion and diversity, and what initiatives are in place to support employees from various backgrounds and experiences?
ASSUMPTION: Asking these questions will help you better understand the role, the team, and the company, enabling you to make an informed decision about your fit and potential for success in the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to emphasize your skills and qualifications for this specific role, highlighting your experience in managing large-scale, multi-market campaigns and driving brand growth
- Prepare examples of successful brand campaigns you’ve led, demonstrating your ability to develop and execute innovative strategies
- Research GM’s brand and values to demonstrate your understanding of the company and alignment with its mission
- Follow up with the hiring manager one week after submitting your application to inquire about the status of your application and express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
