GM Brand - Digital Content Strategist

This role is categorized as HYBRID. This means the successful candidate is expected to report to GM - Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits.

The General Motors brand is the foundation of four iconic vehicle brands. For over a century, we have created the one for every drive, and yet, there’s so much more exciting work to be done. As part of a marketing team that is setting the standard for the automotive industry, you will be responsible for representing the gravitas and scale of our GM brand and story with clarity and distinction. If you are committed to excellence and driving the future forward, you belong at GM. 

As a Digital Content Strategist, you’ll drive brand growth, positioning and stewardship across owned and paid digital channels – including GM.com - with purposeful, clear, compelling, on-brand, and consistent communications. You’ll collaborate across the enterprise – with communications, design, creative, product, brands, and business partners – working to ensure our brand initiatives are executed to the highest standards.  

Who you are:

You are someone with strong skills in creative problem solving, influencing stakeholders, and collaborating with internal and external business functions. You have a growth mind-set and a passion for digital marketing, brand building, and emerging technologies like AI, and bring a fresh perspective and digital-native thinking. You’re able to translate complex ideas into clear, engaging content across multiple channels, and are comfortable managing multiple projects simultaneously while maintaining exceptional attention to detail and brand consistency. And you’re someone who takes initiative, asks thoughtful questions, and isn't afraid to propose new ideas or be a maker.

What you'll do at GM 

• Act as a brand steward, working cross-functionally with internal and agency teams to amplify and defend GM’s brand story through fresh, memorable, digestible, and shareable content, ensuring all marketing communications align with our brand voice, visual identity, and messaging guidelines 

• Create and execute content strategies for owned and paid digital channels that drive measurable brand engagement 

• Be responsible for producing effective marketing content for various digital formats through brief creation, ideation of concepts, development of storyboards, copywriting, and social content creation, ensuring complex concepts are communicated clearly and persuasively (Canva, Photoshop, video editing, and asset production is a plus) 

• Lead brand narrative development across GM.com and digital touchpoints, translating GM's automotive legacy into compelling stories  

• Maintain tools, processes, frameworks, and resources that will ensure proper governance of our brand expression across internal and external channels 

• Manage multiple concurrent projects from concept to launch, coordinating timelines, stakeholders, and deliverables while maintaining exceptional attention to detail and brand integrity throughout the process 

• Embrace and integrate emerging technologies, particularly AI applications, into content strategy and creation workflows, positioning GM as an innovative leader in digital marketing within the automotive industry and deliver creative production efficiencies 

• Own the GM.com narrative, partnering with internal partners and our UX team to drive our compelling editorial calendar and content production 

• Leveraging site and digital content analytics to optimize content and champion data-based recommendations to internal stakeholders and senior leadership 

• Support the development of presentation materials, status updates and campaign reports for stakeholder meetings 

• Monitoring brand consistency and proactively address and present opportunities to strengthen perception and position 

• Stay up to date on the latest marketing trends and best practices, both in and out of the automotive industry and across competitors