Assistant Manager, OnStar Advertising & Dealer Experience

Job Summary

The Assistant Manager, OnStar Advertising & Dealer Experience will help shape and scale how OnStar shows up across the dealer environment. This role sits at the intersection of brand, retail, digital, and field execution, helping bring OnStar’s value to life across key dealer and customer touchpoints. This person will support the development and execution of dealer-facing marketing programs, tools, and communications that strengthen awareness, improve consistency, and help dealers better represent the OnStar brand. This role will also manage advertising responsibilities for key OnStar products, including OnStar Protect, Safety & Security, Guardian, and the Mobile App, ensuring messaging, creative development, and campaign execution align to brand priorities and business goals. The role requires strong cross-functional leadership, strategic thinking, and the ability to move fluidly from planning through execution in a fast-paced environment. 

Key Responsibilities:

• Support the marketing strategy and execution of the OnStar Dealer Excellence program, including initiatives that improve dealer visibility, engagement, and adoption 

• Help develop dealer-facing marketing materials, digital toolkits, and point-of-sale resources that align to brand priorities and business goals 

• Partner with internal stakeholders across Brand, Product Marketing, Dealer Sales, Retail Experience, Field, CRM, Digital, Creative, and Training to ensure dealer programs are connected, clear, and actionable 

• Contribute to the development of dealer marketing standards and touchpoint strategies across digital and in-store environments 

• Manage the rollout of dealer communications, guidance, and support materials to enable successful program adoption in the field 

• Help coordinate content and assets across channels such as Tier 3 websites, in-dealer digital networks, social toolkits, and retail marketing materials 

• Monitor program execution and identify opportunities to simplify processes, improve consistency, and strengthen the dealer and customer experience 

• Support measurement, reporting, and optimization of dealer marketing initiatives, including tracking progress against key milestones and performance indicators 

• Assist in gathering field feedback, identifying pain points, and translating insights into improved marketing program design and execution 

• Ensure all deliverables reflect OnStar brand standards, legal and compliance requirements, and a strong customer-first mindset 

• Support presentations, status updates, and recommendation materials for leadership and cross-functional partners 

• Serve as the marketing face and voice for the OnStar Field team, with a consistent presence in monthly OnStar GTM meetings to share toolkits, talk tracks, and a preview of how OnStar is showing up in dealerships 

• Partner with agency, media, creative, digital, CRM, and product marketing teams to ensure advertising for these products is aligned, compliant, and effectively represented across channels

• Manage advertising strategy and execution for OnStar Protect, Safety & Security, Guardian, and the Mobile App, including cross-functional coordination of messaging, creative, campaign planning, and performance optimization

• Partner with agency, media, creative, digital, CRM, and product marketing teams to ensure advertising for these products is aligned, compliant, and effectively represented across channels