Senior Lead, Global Performance Marketing Excellence

Job Description

The Strategy & Operations Senior Lead will help build and scale a consistent enterprise-wide approach to global performance marketing across General Motors. Reporting to the Director, Global Performance Marketing, this role will sit within the Global Performance Marketing COE and serve as an objective strategic partner to Cadillac, GMC, Buick, Chevrolet, and key global markets.

This leader will help translate the enterprise vision into practical standards, processes, operating rhythms, and activation principles across paid media, search, CRM, audience strategy, digital experiences & creative, lead generation & progression, measurement, and optimization. The successful candidate will bring broad based performance and digital marketing expertise, deep analytical skills, and strong strategic problem solving mindset.

They will challenge assumptions, turn ambiguity into clarity through hypothesis-driven problem solving, reconcile competing perspectives, and provide an impartial point of view focused on business outcomes and long-term capability. Comfort with back-of-the-envelope analytics and a willingness to experiment aggressively with AI are also important.

Major Duties and Responsibilities:

Performance Marketing Standards and Governance

Partner with the Director, Global Performance Marketing to define and implement GM’s enterprise performance marketing vision, principles, standards, and operating model.

Set clear expectations across strategy, planning, activation, optimization, experimentation, measurement, and executive communication.

Create scalable frameworks, playbooks, templates, definitions, and decision tools that improve consistency across brands, channels, agencies, and markets.

Identify gaps in processes, capabilities, tools, and ways of working, and recommend practical enterprise solutions.

Integrated Performance Marketing Strategy

Help brands and cross-functional partners translate business objectives into integrated, full-funnel performance marketing strategies.

Connect channel plans and performance indicators to customer behavior, brand health, commercial outcomes, and marketplace conditions.

Evaluate the full set of business and marketing levers—including media, CRM, search, audiences, creative, site experience, offers, incentives, inventory, and channel mix—rather than defaulting to spend optimization alone.

Provide an objective enterprise perspective on strategic choices, priorities, activation plans, and optimization opportunities, weighing business impact, customer value, incrementality, efficiency, scalability, feasibility, and strategic fit.

Identify cross-brand patterns, risks, opportunities, and transferable best practices.

Channel Activation and Optimization Excellen ce

Partner with Media, CRM, Digital, Site, Creative, Analytics, Sales, and agency teams to connect strategy with in-market execution.

Promote disciplined optimization that balances near-term performance with long-term brand health.

Help teams distinguish execution issues, measurement limitations, marketplace conditions, and true strategic performance gaps.

Process, Operating Rhythm, and Standardization

Design and improve repeatable processes across annual planning, campaign development, activation, optimization, performance reviews, and post-campaign learning.

Build consistent operating rhythms for cross-brand reviews, opportunity identification, escalation, decision-making, and action tracking.

Monitor adoption of enterprise standards, identify barriers, and help teams improve implementation.

Objective Strategic Counsel and Cross-Functional Influence

Serve as a trusted, impartial advisor, grounding recommendations in customer needs, business context, performance evidence, and enterprise strategy.

Challenge assumptions constructively and surface tradeoffs, risks, and unintended consequences.

Build alignment across Marketing, Media, CRM, Digital, Site, Creative, Sales, Finance, Research, Analytics, Data Science, Technology, agencies, and global markets.

Develop concise, executive-ready narratives that explain what is happening, why it matters, and what actions should follow.

Capability Building and Global Sca le

Coach brand teams, functional partners, and agencies on performance marketing strategy, activation, optimization, and decision-making.

Partner with Performance Marketing Leads across brands and markets to increase adoption, share learning, and scale effective approaches.

Establish a common performance marketing language across GM while enabling appropriate local-market adaptation.

Qualifications:

• Required Qualifications
• Bachelor’s degree required.
• Approximately 8–10 years of experience in performance marketing, digital marketing, marketing strategy, channel planning, activation, or related disciplines.
• Strategy experience within an advertising or media agency, management consulting firm, or similar advisory environment.
• Strong knowledge of paid media, search, social, programmatic, CRM, audience strategy, website and conversion optimization, experimentation, attribution, and performance measurement.
• Demonstrated success creating standards, frameworks, processes, playbooks, or operating models that improve organizational performance.
• Ability to lead complex cross-functional work and influence stakeholders in a highly matrixed organization.
• Strong business acumen, with the ability to connect marketing choices to customer behavior, demand, sales, inventory, pricing, incentives, competitive activity, and market dynamics.
• Ability to distill complex data and information into clear strategic implications, decisions, and executive-ready recommendations.
• Strong facilitation, communication, relationship-building, and change-management skills, with the objectivity to challenge constructively and build trust across teams.

Preferred Qualifications

• Experience supporting multiple brands, business units, regions, or markets from a centralized center of expertise or enterprise strategy function.
• Comfort with back-of-the-envelope business analysis across the digital commerce and omnichannel funnel.
• Experience in automotive, retail, consumer products, technology, financial services, or another complex omnichannel industry.
• Ability to bring structure to ambiguity, turning broad objectives into repeatable processes and clear standards.
• Experience working globally and adapting enterprise frameworks to local-market needs.
• Familiarity with marketing technology, customer data, analytics, dashboards, measurement frameworks, and data visualization.
• Advanced degree in Marketing, Business, Strategy, or a related field.

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.