GM Performance – Messaging Manager

General Motors

Performance Strategy Manager optimizing full-funnel marketing and messaging strategies for GM's vehicle segments. Leading creative direction and leveraging AI tools for performance outcomes.

Posted 4/30/2026full-timeWarren • Missouri • 🇺🇸 United StatesSeniorLead💰 $140,100 - $186,700 per yearWebsite

About the role

Key responsibilities & impact

The GM Performance & Messaging Strategy Manager owns and drives full-funnel performance marketing performance and in-market messaging strategy across a key vehicle segment (e.g., Trucks), optimizing go-to-market media to improve media efficiency, conversion, and GM's key growth objectives.
This role serves as the senior connector between creative strategy, performance marketing, analytics, and field/retail operations — ensuring that creative output aligns to business goals, brand standards, and measurable performance outcomes while maintaining tight coordination with Tier 2 partners and dealership networks.
This role will be at the forefront of using AI driven tools (creative, analytics, etc.) to drive performance outcomes.
Operating as a senior individual contributor and people leader, this role partners directly with the Head/Director of Performance Marketing to set strategic direction, translate data and insights into compelling creative and messaging at the segment level, scale AI-enabled creative workflows, and develop the next generation of performance marketing talent.
Articulate end-to-end performance marketing strategy for assigned vehicle segments (e.g., Trucks), and influence partner teams to execute.
Goal-setting, creative direction, media alignment, and results accountability.
Serve as the primary strategic voice for segment-level creative and messaging decisions, connecting national objectives to in-market execution and retail outcomes.
Develop and maintain segment-specific performance dashboards and reporting cadences, ensuring leadership has clear visibility into creative impact on sales funnel health and conversion.
Drive quarterly and annual creative planning for assigned segments in partnership with brand, media, and agency teams.
Serve as the primary liaison between national performance marketing and Tier 2 retail agency, ensuring creative strategies translate effectively to local market execution.
Own the development and delivery of dealership education programs that simplify complex performance marketing concepts — including creative best practices, digital media fundamentals, and campaign performance interpretation — for non-technical field staff and dealer principals.
Build scalable training materials, toolkits, and playbooks that empower Tier 2 partners and dealership teams to execute with brand consistency and performance rigor.
Lead regular touchpoints with regional and field teams to share performance insights, gather feedback, and align on upcoming initiatives.
Set the performance & messaging strategy across in market channels for assigned segments, ensuring a unified narrative from awareness through conversion.
Lead development of creative strategies in partnership with brand marketing, media, digital, and agency partners, ensuring performance objectives are embedded upfront.
Translate performance, audience, and cultural insights into differentiated creative platforms and executions that can scale across channels, formats, and audiences.
Analyze creative 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.
Identify high impact tests for assigned segments — designing tests (messaging, formats, offers, audiences), analyzing results, and driving actionable recommendations.
Build clear, concise performance readouts and executive-ready decks for cross-functional partners and senior leadership.
Lead the evolution of performance marketing's AI-based creative processes, including workflow improvement, testing frameworks, and creative iteration at scale.

Requirements

What you’ll need

8+ years of experience in performance marketing, brand marketing, marketing analytics, or consulting/agency strategy with expertise in digital and paid media environments and a high degree of fluency in data, napkin math, business case sizing.
3+ years of experience leading via influence and partnership in a highly matrix organization.
People management experience, with a demonstrated track record of developing talent and building high-performing teams.
Excellent communication, organization, and cross-functional collaboration skills, with the ability to simplify complex data into executive-ready insights.
Expert-level experience analyzing performance using metrics such as CTR, CVR, CPA, ROAS, engagement rate, and view-through performance.
Highly fluent with data and napkin math/analytics.
Some experience (or interest in learning) Tier 2 / regional marketing coordination, including retailer dynamics, dealer education, and field enablement.
Proven experience owning performance strategy at the segment, portfolio, or business-unit level with direct accountability for results.
Extensive experience working with non-technical and field staff, translating complex marketing and data topics into clear, actionable guidance for dealer and regional audiences.
Strategic and creative thinker with a strong eye for quality and storytelling.
Comfortable leading in a fast-paced environment with multiple stakeholders and shifting priorities.
Experience with AI-enabled creative tools; or, strong interest in learning, and advancing AI-assisted creative workflows as a core part of operations.

Benefits

Comp & perks

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

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

performance marketingbrand marketingmarketing analyticsdigital mediapaid mediadata analysisCTRCVRCPAROAS

Soft Skills

communicationorganizationcross-functional collaborationstrategic thinkingcreative thinkingpeople managementinfluencetalent developmentstorytellingadaptability