Director, Marketing & Engagement Platforms Product Management

Description
The Director, Marketing & Engagement Platforms Product Management is a critical leadership role within the Customer Experience Product (CXP) organization at General Motors. This is a high-visibility role that supports the Global Marketing organization, and who's capabilities are leveraged across the enterprise in various capacities.
This role is instrumental in driving GM's transformation toward world-class, data-driven, and AI-enabled marketing capabilities. You will own the end-to-end product strategy, roadmap, and delivery for a comprehensive portfolio spanning web platform, CRM and journey orchestration tools, data and insights products, and the critical integration between paid media and owned channels.
You will own the end-to-end product strategy, roadmap, and delivery for a comprehensive portfolio spanning web platform, CRM and journey orchestration tools, data and insights products, and the critical integration between paid media and owned channels. Your scope also includes customer data platforms (CDP) and its integration to AdTech, audience selection, and cross-platform capabilities.
The ideal candidate is a strategic thinker who can bridge the gap between various teams - including but not limited to Engineering, Brand Marketing, Media, Owner Experience, Design, ensuring the Marketing & Engagement Platforms meet the needs of various, and largely different business needs. This role requires a hands-on leader who is both fluent in the technology but understands how to influence at various levels of leadership.
Key Responsibilities
Strategic Leadership & Vision

• Unified Channel Strategy: Define the strategy for unifying Paid (Media/AdTech) and Owned (CRM/Email/App) channels. Ensure data and audiences flow seamlessly between systems to drive precision targeting and retargeting.

• Enterprise Roadmap: Translate business priorities from Brand CMOs, Media Teams, and Applied Sciences, and other Product Teams into a cohesive multi-year roadmap that breaks down silos and builds tools and platforms that have broad use across the enterprise.

• Modern Marketing Transformation: Lead the organizational shift toward a closed-loop ecosystem where marketing activity is optimized by first-party data , predictive AI modeling, and CRM insights.

Product Management Excellence

• Execution: Drive best-in-class product management practices including PRDs and solution requirements that address complex cross-channel customer journeys and unified experience delivery across web, CRM, and media.

• Value Realization: Establish KPIs that measure not just delivery, but the effectiveness of marketing efficiency, customer engagement lift, and return on investment (ROI) across both paid and owned channels.

• Discovery & Innovation: Champion continuous discovery, rapid experimentation, and iterative delivery approaches to ensure we are building the right solutions for our customers and marketers. Evaluate and pilot Generative AI capabilities to accelerate content velocity and campaign time-to-market.

Platform & Technology Strategy

• Designing a best-in-class ecosystem: Partner with Engineering and Data Science teams to architect a superior marketing technology landscape by integrating top-tier AdTech and MarTech solutions. Ensure the stack supports high-fidelity data flow and real-time activation without compromising system performance or stability.

• AI & Automation Opportunities: Lead the strategy for operationalizing platform-native AI (e.g., Adobe Sensei, Salesforce Einstein) and Generative AI workflows to scale personalization without increasing operational headcount.

• Stack Architecture: Evolve GM's stack with deep expertise across:

• Adobe Experience Cloud: AEM, AEP, Adobe Campaign, Analytics, Target, WebSDK, and AI-driven content supply chain tools

• Salesforce Ecosystem: Marketing Cloud, Sales and Service Cloud

• AdTech Integration: LiveRamp, Google Ads Data Hub, and social listening/activation tools.

• Marketing Data & Identity: Lead the strategy for high-fidelity data products, including Identity Resolution (ID Graph) and Clean Rooms to enable safe collaboration with media partners.

Team & Engineering Leadership

• Engineering Partnership: Lead Technical Product Managers to build scalable integrations between media APIs and internal data lakes.

• Talent Development: Foster a culture that understands both the creative side of media and the technical side of audience data.

Qualifications
Required Experience

• 15+ years of relevant professional experience, with specific exposure to Marketing Technology, Advertising Technology, Content Management, Asset Management, enterprise-grade experience.

• Media & CRM Integration: Proven track record of connecting paid media campaigns with CRM/Lifecycle marketing, including experience with audience suppression and retargeting strategies.

• Platform Mastery: Deep hands-on experience with Adobe Experience Cloud, Salesforce Marketing Cloud, and the broader AdTech ecosystem (DSPs, DMPs, Clean Rooms).

• AI Fluency: Experience implementing AI/ML capabilities within marketing workflows, including predictive scoring, lookalike modeling, or generative content tools.

• Data Strategy: Expert knowledge in 1st party data strategy, audience segmentation, and privacy-safe media activation (Clean Rooms, CCPA/GDPR).

Leadership Competencies

• Comfort with Ambiguity: Thrives in fast-changing environments; able to chart a path forward where the landscape shifts rapidly.

• Influence Without Authority: Navigates complex stakeholder dynamics (Media Agencies, Brand Marketing, Legal, IT) to build consensus.

• Strategic Vision: Ability to see the big picture of the total customer journey-from anonymous ad impression to known customer loyalty.

Education

• Bachelor's degree required; MBA or advanced degree preferred.

About GM
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