GM Performance & Messaging Strategist - Cadillac

Description
The GM Performance & Messaging Strategist supports performance marketing creative and messaging, optimizing lower-funnel communications to improve media efficiency, conversion, and GM's key growth objectives. This role acts as a key connector between creative strategy, performance marketing, and analytics, with a particular emphasis on liaising with our sales & dealer network and connecting the dots across T1 and T3 messaging, ensuring that creative output aligns to business goals, brand standards, and measurable performance outcomes.
Operating as an advanced individual contributor, this role aligns to one of our core brands (Chevrolet, GMC, Buick, Cadillac) and partners closely with the Head/Director of Performance Marketing to translate data and insights into compelling messaging that moves the needle on conversion and sales, and to scale AI-enabled messaging workflows across campaigns and channels.
Key Responsibilities:
Performance, Analytics & Testing

• Build strategies around performance across paid media platforms (e.g., Meta, Google, YouTube, TikTok), connecting creative elements to key performance metrics such as CTR, CVR, CPA, ROAS, engagement rate, and view-through performance.
• Support the testing and learning agenda by helping design tests (messaging, formats, offers, audiences), pulling results, and summarizing insights and recommendations.
• Build clear, concise performance readouts and decks for cross-functional partners and leadership.

Cross-Tier & Cross-Functional Integration

• Coordinate national and Tier 2 / regional creative needs, supporting consistency, efficiency, and brand alignment across markets.
• Manage and track ongoing creative inventory across upper-funnel and lower-funnel initiatives, ensuring assets are current, performant, and aligned to media strategy.
• Partner with brand, CRM, media, and retail teams to maintain alignment of messaging and creative across the full customer journey.

AI-Enabled Creative & Workflow Leadership

• Help evolve performance marketing's AI-based messaging processes, including workflow improvement, testing frameworks, and creative iteration at scale.
• Partner with internal teams (e.g., Marketing, Data, IT, Legal) and external partners to evaluate and operationalize AI-enabled tools for creative generation, optimization, and personalization at scale.
• Build repeatable processes and playbooks that accelerate creative iteration while protecting GM's brand integrity, safety standards, and equity.

Collaboration & Emerging Leadership

• Collaborate closely with internal partners, including and especially sales & dealer representative, clearly articulating performance insights and creative feedback.
• Present findings and strategic recommendations to marketing leadership and creative stakeholders in a clear, structured way.
• May mentor junior team members or interns on tools, processes, and analytical approaches, helping to raise the overall performance bar.

Messaging Strategy

• Contribute to the performance & messaging strategy across upper- and lower-funnel channels, helping to ensure a unified narrative from awareness through conversion.
• Support brand marketing in development of creative strategies in partnership with media, digital, and agency partners, acting as the "connector to the data" and ensuring performance objectives are embedded upfront.
• Translate performance and audience cultural insights into differentiated creative platforms and executions that can scale across channels, formats, and audiences.

Qualifications:

• 3+ years of experience in performance marketing, brand marketing, marketing analytics, or consulting/agency, with exposure to digital and paid media environments and an strong analytical bent.
• Bachelor Degree required.
• Strategic and creative thinker with a strong eye for storytelling and messaging quality.
• Highly comfortable working in a fast-paced environment with multiple stakeholders and shifting priorities.
• Experience analyzing performance using metrics such as CTR, CVR, CPA, ROAS, engagement rate, and view-through performance; experience with simple Excel modeling to identify ecommerce and media trends.
• Knowledge of national and regional campaign coordination, including retailer or Tier 2 dynamics. Experience working with non-technical and field staff, educating them on the ins and outs of complex marketing topics.
• Proactive, highly detail-oriented, and motivated to identify optimization opportunities across creative, process, and performance.
• Excellent communication, organization, and cross-functional collaboration skills, with the ability to simplify complex data into actionable insights.
• Experience with (or curiosity and drive to learn) AI-enabled creative tools; strong interest in developing AI-assisted creative workflows as part of day-to-day work.
• Experience understanding platform-based analytics (e.g., Meta, Google Ads, YouTube, TikTok Ads, or similar dashboards) to evaluate performance, identify trends, and guide optimization across paid media channels.

Preferred Attributes:

• Solid understanding of upper-funnel and lower-funnel marketing objectives and how creative and media work together to drive outcomes.
• Ability to balance brand-building priorities with performance-driven decision-making and a strong attention to detail.
• Familiarity with creative testing, audience segmentation, and paid media channels, along with comfort working in platform reporting environments.

Compensation:
The compensation information is a good faith estimate only. It is based on what a successful applicant might be paid in accordance with applicable state laws.
The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position, as well as geography of the selected candidate.

• The salary range for this role is ($105,600 - $140,700). The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.
• Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
• Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.

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 based remotely, but if the selected candidate lives within a specific mile radius of a GM hub, they will be expected to report to the location three times a week {or other frequency dictated by your manager}.
This job may be eligible for relocation benefits.
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