Motorsports, Social Media Strategy Lead

General Motors is seeking an experienced

Brand Social Strategy Lead (Manager), Motorsports to lead social media strategy for our motorsports lines of business and initiatives across multiple vehicle brands. In this pivotal role, you’ll develop and execute motorsports-specific social strategies, guide a team of experts, and ensure social-first initiatives drive brand engagement and fan loyalty across key platforms like Instagram, TikTok, X, Reddit, and YouTube.

Deep, demonstrated experience in and/or a long-standing passion for motorsports (e.g., series, teams, drivers, events, fan culture) is strongly preferred and will be a significant factor in candidate consideration.

The ideal candidate has a proven track record of creating successful social media campaigns in-house, integrating social strategies into broader marketing and sponsorship goals, and using data-driven insights to shape brand positioning and relevance with motorsports fans and communities. If you’re passionate about social media and the world of racing, and ready to make a significant impact, we encourage you to apply.

What you’ll do (key responsibilities)

• Lead Motorsports Social Strategy Development: Develop and execute social strategies for GM’s motorsports programs and affiliated vehicle brands. Prioritize platforms, series, and key messaging to deliver social-first creative, campaigns, and community engagement strategies that enhance share of voice (SOV), fan engagement, and relevance with diverse motorsports audiences and enthusiast segments.
• Execute Always-On and Tentpole Motorsports Campaigns: Implement social strategies to elevate GM’s motorsports presence and engagement across priority channels (Instagram, TikTok, YouTube, etc.), ensuring content reflects both motorsports culture and brand relevance. Activate around key race weekends, series milestones, sponsorship moments, and tentpole events to drive measurable business and brand impact.
• Lead Insights-Driven Motorsports Briefing: Collaborate with brand, sponsorship, and agency teams to create consumer, fan, and social behavior-based briefs for seasonal, race calendar, and quarterly initiatives. Ensure strategies are informed by motorsports cultural trends, fandom behaviors, and platform best practices.
• Deliver a Cultural & Platform-First Motorsports Approach: Build a framework that aligns content with motorsports cultural moments (race days, driver storylines, rivalries, behind-the-scenes access, technical innovation) as well as brand and platform priorities. Manage content calendars mapped to the motorsports schedule for timely and impactful delivery of social initiatives.
• Team Leadership & Development: Lead, coach, and mentor a team of other social experts to execute best-in-class motorsports social campaigns. Foster a collaborative environment and develop team members’ expertise across paid, owned, and earned social, with a focus on fan-first, track-to-feed storytelling.
• Competitive & Industry Monitoring: Stay ahead of trends and best practices in social media, digital, and motorsports marketing and fan engagement. Monitor series, teams, OEMs, and key motorsports publishers/creators to refine positioning based on market insights, competitor activity, and emerging motorsports and social trends.
• Monitor Performance & Metrics: Collaborate with analytics teams to track and report on KPIs—including reach, engagement, fan growth, and brand health metrics—evaluating the impact of motorsports social initiatives on broader marketing and business goals (e.g., brand consideration, sponsorship value, and fan sentiment).
• Operational Excellence: Ensure consistency in methodologies, workflows, and best practices across motorsports programs and participating brands. Streamline processes to enhance efficiency, speed to market, and real-time responsiveness to race-day and live-event moments.

Skills and Qualifications

• Experience: 7-10+ years in social media, brand engagement, or consumer strategy and execution, preferably in-house at a leading social brand or major social platform.
• Social Media Expertise: In-depth knowledge of social media platforms (Facebook, Instagram, TikTok, YouTube, etc.) and current industry trends.
• Automotive + Motorsports Experience + Passion: Deep, demonstrated experience in and/or a long-standing passion for motorsports (e.g., series, teams, drivers, events, fan culture) is strongly preferred and will be a significant factor in candidate consideration.
• Strategic Thinking: Ability to develop and communicate data-driven social strategies aligned with business objectives.
• Leadership: Proven experience in leading and mentoring teams, fostering collaboration, and driving collective success.
• Cross-Functional Collaboration: Expertise in working with brand, agency, and platform partners to execute integrated, social-first campaigns.
• Analytical Skills: Strong ability to analyze social media performance and adjust strategies based on insights.
• Communication: Excellent written and verbal communication skills, capable of articulating strategies and results to diverse stakeholders.
• Technical Proficiency: Highly organized with advanced skills in PowerPoint, Excel, and project management tools.
• Education: Bachelor’s degree required

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 categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}. The selected candidate will be required to travel <25% for this role. This job may be eligible for relocation benefits.

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