Performance Marketing Strategy & Operations Lead

About this role

Job Description The  Performance Marketing Strategy & Operations 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 Excellence  

• 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 Scale  

• 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.

• 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, rela

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