Channel Strategy Specialist

Description

You will support GM’s enterprise-owned channels by managing intake, channel planning, content recommendations, and end-to-end execution coordination across IHU, OVD, and mobile placements. The role serves as the connective tissue between business stakeholders, channel strategy, MarTech, Product, and activation teams to ensure channel opportunities are executed effectively and aligned to established governance standards. 

Key Responsibilities:

Channel Intake & Governance Execution (30%)

Serve as the consultative intake lead for enterprise-owned channel requests—clarifying business objectives, assessing channel fit, and guiding stakeholders toward the right placement opportunities 

This role focuses on intake, recommendation, governance alignment, and execution coordination for specific enterprise channels. Enterprise channels include: 

In-Vehicle Head Unit (IHU) 

OnStar Vehicle Diagnostics (OVD) 

Mobile app placements and supporting tools 

Review submissions against established channel guardrails, governance standards, and customer experience principles 

Provide recommendations on channel fit and placement opportunities based on business objectives 

Facilitate prioritization discussions when competing business needs arise 

Ensure channel usage aligns with approved customer experience and communication strategies 

What they are NOT doing:

Writing governance 

Defining channel strategy 

Making policy decisions  (remain with channel strategy leadership)

Content Planning & Opportunity Identification (25%)

Partner with channel strategists, brand teams, lifecycle marketers, and activation teams to identify opportunities within enterprise channels. 

Translate business priorities into recommended channel placements and content opportunities. 

Develop channel-specific content recommendations that align with: 

Customer needs 

Channel best practices 

Existing campaign strategies 

Monitor upcoming business priorities and proactively identify opportunities to leverage enterprise channels. 

“How could we leverage OVD this month?” 

“What should we feature in IHU for EV owners?” 

“Is there a mobile placement opportunity to support this launch?” 

Cross-Functional Execution Management (35%)

Own execution coordination from intake through launch. 

Partner with: 

Product teams 

MarTech teams 

Digital teams 

Agency partners 

Analytics teams 

Facilitate timelines, dependencies, approvals, testing, and launch readiness. 

Maintain execution documentation and channel calendars. 

Escalate risks and blockers to leadership as needed. 

Ensure successful deployment of channel placements and communications. 

This is probably the largest part of the role; acting as a mini-project manager focused on enterprise channels. 

Channel Performance & Optimization (10%)

Monitor channel performance and industry adoption trends. 

Support App Store Optimization (ASO) efforts by researching competitive positioning, compiling keyword data, and helping coordinate asset and copy updates across platforms. 

Develop recurring reporting and insights for channel stakeholders. 

Maintain library of channel tests, performance, and learnings. 

Identify opportunities to improve journeys, processes, execution efficiency, and channel utilization. 

Share best practices and learnings across marketing teams. 

What Success Looks Like

After 12 months, this person should be able to: 

Own

IHU intake and execution process 

OVD intake and execution process 

Enterprise channel calendar 

Stakeholder communication 

Influence

Content recommendations 

Placement prioritization 

Cross-channel coordination 

Channel adoption across the organization 

Support

Mobile placement planning and execution 

Channel strategy development (including emerging channels) 

Governance adherence 

Reporting and performance reviews 

Your Skills & Abilities (Required Qualifications):

Bachelor’s degree 

1–2 years of experience in digital marketing, channel strategy, or a related field; exposure to mobile app or software product environments is a plus. 

Familiarity with growth and lifecycle marketing concepts, including basic understanding of acquisition, engagement, and retention funnels. 

Foundational experience with analytics and reporting tools such as Adobe Analytics or equivalent; comfort working with data to surface trends and insights. 

Basic understanding of mobile ecosystems (iOS/Android), including awareness of app store dynamics, push notifications, and in-app engagement tactics. 

Strong organizational skills with the ability to coordinate across multiple cross-functional teams and manage competing priorities in a fast-paced environment. 

Clear and effective written communication skills — able to summarize data, findings, and campaign updates for stakeholder audiences in a concise and accessible way. 

Comfort working with dashboards and performance reports; ability to identify key trends and flag anomalies for team leads. 

Eagerness to learn new tools, platforms, and marketing technologies with a self-starter mindset. 

#LI-MO1

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}.

This job may be eligible for relocation benefits.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

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.

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Non-Discrimination and Equal Employment Opportunities (U.S.)

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws. 

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

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