📌 Core Information
🔹 Job Title: Regional Marketing Manager - Western Region
🔹 Company: General Motors
🔹 Location: Calgary, Alberta, Canada
🔹 Job Type: Hybrid (On-site 3 days/week)
🔹 Category: Marketing
🔹 Date Posted: July 2, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Driving retail volume and market share through strategic marketing initiatives
- Managing regional incentives, promotions, and digital marketing efforts
- Collaborating with internal teams and external partners to achieve business goals
- Leading the Regional Marketing Advisory Board (RMAB) process and managing RMAB budgets
- Overseeing regional compliance requirements and special events
ASSUMPTION: This role requires a strategic mindset, strong communication skills, and the ability to work effectively with both internal teams and external partners.
📋 Key Responsibilities
✅ Achieve Retail Volume and Market Share objectives for the region
✅ Achieve High Value Behaviour KPIs
✅ Identify sales opportunities and develop plans in conjunction with the Regional Sales Manager
✅ Be the SME on vehicle incentives and in-market offers
✅ Grow the business through the promotion of incentives and digital properties in the region
✅ Establish solid relationships with the wider dealer network and Regional Dealer Board members
✅ Engage and actively participate in all required regional and national level GM and dealer forums
✅ Champion improvement in the retail customer experience and implementation of digital innovation
ASSUMPTION: This role requires a strong understanding of the retail dealership operations and the ability to work independently and in cross-functional team environments.
🎯 Required Qualifications
Education: Post-secondary education required in Marketing, Communications, Advertising, Analytics, or a related field
Experience: 5-10 years of experience in advertising and media, with a focus on brand or agency experience
Required Skills:
- Analytical Thinking - high level of strategic decision making and problem-solving skill
- Persuasive Communication - excellent written and oral communication skills including strong presentation skills
- Leading with Influence - able to create a solid Go-To-Market (GTM) strategy and gain internal GM and dealer alignment
- Results Focused - desire to win and continuously drive results for short and long term goals
- Project Management - detail-focused and ensure internal and external milestones are met with quality
- Clear understanding of the current market dynamic and regional customer base
Preferred Skills:
- Bachelor’s degree in Marketing, Communications, Advertising, Analytics, or a related field
- Previous automotive retail or wholesale industry experience
ASSUMPTION: Candidates with a strong background in advertising and media, along with experience working with or managing agencies, will be well-suited for this role.
💰 Compensation & Benefits
Salary Range: CAD 90,000 - 120,000 per year (Estimated, based on industry standards for a Marketing Manager with 5-10 years of experience in Canada)
Benefits:
- Paid time off including vacation days, holidays, and supplemental benefits for pregnancy, parental, and adoption leave
- Healthcare, dental, and vision benefits including 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, your family, and friends
Working Hours: Full-time (40 hours/week), with flexibility to work extended hours on occasion (e.g., Month End or Autoshows)
ASSUMPTION: The salary range is estimated based on industry standards for a Marketing Manager with 5-10 years of experience in Canada. Actual salary may vary based on individual qualifications and company policy.
📌 Applicant Insights
🔍 Company Context
Industry: Motor Vehicle Manufacturing
Company Size: 10,001+ employees (Large enterprise)
Founded: 1908 (Detroit, Michigan, USA)
Company Description:
- General Motors (GM) is an American multinational corporation that designs, manufactures, markets, and distributes vehicles and vehicle parts, with global headquarters in Detroit, Michigan
- GM's vision is to create a world with Zero Crashes, Zero Emissions, and Zero Congestion, and they are committed to leading the way toward this future
- GM is an open, inclusive company that values diversity and fosters an environment where everyone feels welcomed and valued for who they are
Company Specialties:
- Cars
- Trucks
- Manufacturing
- Automotive
- Vehicles
- Transportation
- Engineering
- Information Technology
- Electrification
- Software
- AI
Company Website: www.gm.com
ASSUMPTION: GM is a large, established company with a global presence and a strong focus on innovation and sustainability.
📊 Role Analysis
Career Level: Mid-level to Senior-level Marketing Manager
Reporting Structure: Reports directly to the Regional Sales Director
Work Arrangement: Hybrid (On-site 3 days/week)
Growth Opportunities:
- Potential for career progression within the Marketing department or broader GM organization
- Opportunities to work on high-impact projects and initiatives
- Exposure to various aspects of the automotive industry and GM's business operations
ASSUMPTION: This role offers opportunities for professional growth and development within a large, established organization.
🌍 Location & Work Environment
Office Type: Regional office located in Calgary, Alberta, Canada
Office Location(s): Calgary Zone Office and Regional Training Center - Blackfoot Trail - Office
Geographic Context:
- Calgary is the largest city in Alberta, Canada, and the fifth-largest municipality in Canada by population
- The city is known for its diverse economy, with key industries including energy, financial services, film and television, technology, and tourism
- Calgary has a humid continental climate, with warm summers and cold winters
Work Schedule: Full-time (40 hours/week), with flexibility to work extended hours on occasion (e.g., Month End or Autoshows)
ASSUMPTION: Calgary offers a diverse economy and a high quality of life, with a humid continental climate and a mix of urban and natural environments.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR department
- In-depth interview with the hiring manager and/or other team members
- Final interview with the Regional Sales Director
- Background check and reference check
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Communication and presentation skills
- Leadership and influencing skills
- Results-driven mindset and ability to achieve objectives
- Understanding of the automotive industry and retail dealership operations
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Demonstrate your understanding of the automotive industry and GM's business operations
- Prepare for behavioral interview questions that focus on your problem-solving skills, leadership style, and ability to work in a team environment
ATS Keywords: Regional Marketing Manager, Western Region, Retail Volume, Market Share, Incentives, Promotions, Digital Marketing, Advertising, Media, Brand Management, Strategic Planning, Stakeholder Management, Dealer Network, Customer Experience, Project Management
ASSUMPTION: GM's application process is designed to assess candidates' strategic thinking, communication skills, leadership potential, and industry-specific knowledge.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- CRM software (e.g., Salesforce, Microsoft Dynamics 365)
- Marketing automation tools (e.g., Marketo, HubSpot)
- Social media platforms (e.g., Facebook, Instagram, Twitter)
- Google Analytics and other web analytics tools
ASSUMPTION: This role requires proficiency in Microsoft Office Suite, CRM software, marketing automation tools, and web analytics tools.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric
- Inclusive
- Innovative
- Respectful
- Accountable
Work Style:
- Collaborative
- Results-driven
- Adaptable
- Data-informed
- Customer-focused
Self-Assessment Questions:
- How do you align with GM's value of being inclusive, and how have you demonstrated this in your previous roles?
- How comfortable are you working in a hybrid environment, and how do you manage your time and priorities when working remotely?
- How do you approach project management, and how do you ensure that internal and external milestones are met with quality?
ASSUMPTION: GM values a diverse and inclusive work environment, with a focus on collaboration, results-driven work styles, and data-informed decision-making.
⚠️ Potential Challenges
- Managing multiple internal and external teams, including national brand managers, regional sales managers, enterprise team members, digital marketing specialists, and external agency partners
- Balancing the needs of various stakeholders, including GM, dealers, and consumers
- Working in a hybrid environment, with the requirement to be on-site three days per week
- Managing a regional budget and ensuring appropriate utilization of resources to reach in-market consumers
ASSUMPTION: This role presents unique challenges related to stakeholder management, budget management, and working in a hybrid environment.
📈 Similar Roles Comparison
- This role differs from other marketing manager positions in its focus on the retail dealership operations and regional market dynamics
- Industry-specific context: The automotive industry is highly competitive and dynamic, with a strong focus on innovation and sustainability
- Career path comparison: This role offers opportunities for professional growth and development within a large, established organization, with potential for career progression within the Marketing department or broader GM organization
ASSUMPTION: This role offers unique opportunities and challenges compared to other marketing manager positions, with a focus on the retail dealership operations and regional market dynamics within the automotive industry.
📝 Sample Projects
- Developing and executing a regional marketing campaign to drive retail volume and market share
- Managing the Regional Marketing Advisory Board (RMAB) process, including dealer engagement and budget management
- Collaborating with internal teams and external agency partners to create compelling in-market offers and retail creative
ASSUMPTION: These sample projects reflect the key responsibilities and required skills for this role, with a focus on strategic planning, stakeholder management, and project execution.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and reporting lines for this role?
- How does this role collaborate with other departments and external partners to achieve business objectives?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does GM support the professional development and growth of its employees?
- What are the key challenges facing the automotive industry, and how does GM plan to address them?
ASSUMPTION: These key questions help applicants better understand the role's dynamics, expectations, and opportunities for growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare for behavioral interview questions that focus on your problem-solving skills, leadership style, and ability to work in a team environment
- Research GM's business operations and industry trends to demonstrate your understanding of the automotive industry
- Follow up with the hiring manager one week after your final interview to 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.
