Manager, OnStar Brand Integration & Retail Training

Description
Manager, Brand Integration & Retail Training
Position Overview
The Manager, Brand Integration & Retail Training is responsible for leading a team responsible for shaping how the OnStar brand shows up across the retail ecosystem-ensuring consistent, compelling messaging and elevating dealer and field readiness. This leader oversees brand integration, retail communications, product training, and content strategy to drive adoption of OnStar services in dealerships across the U.S. market.
They serve as the organizational voice for how the OnStar experience is presented to customers in dealerships, translating brand strategy into dealer-facing action that accelerates sales performance and enhances customer trust.
Key Responsibilities
Brand Integration & Experience

• Own the end-to-end retail representation of the OnStar brand to ensure consistency across dealerships, field teams, and customer touchpoints.
• Partner with GM & OnStar Brand teams, Marketing, Product, and OnStar leadership to align messaging, storytelling, and value propositions.
• Develop brand activation materials and in-dealership experience standards that drive higher OnStar engagement and sales conversion.
• Ensure all training and communications reinforce a high-quality, customer-centric retail experience for OnStar services.

Training Leadership

• Lead strategy, design, and delivery of national training programs for OnStar, including product, sales, and customer experience content.
• Oversee development of digital learning, in-person training, and blended learning solutions aligned with field and dealer needs.
• Ensure training programs support growth in key OnStar engagement metrics, Super Cruise/ORPO adoption, mobile app activation, and subscription growth targets.
• Partner closely with regional field leadership to prioritize key skill gaps, dealer performance needs, and product readiness.

Retail Communications

• Lead centralized communications for dealer and field audiences, ensuring clarity, cadence, and impact.
• Create communication strategies for launches, updates, process changes, and promotional campaigns.
• Maintain governance of messaging while considering innovative ways to deliver consistent and easy-to-use communication tools.
• Leverage analytics and field feedback to continually improve communication relevance and effectiveness.

Cross-functional Partnerships

• Collaborate with Sales Enablement, Marketing, Product, Dealer Incentives, and regional OnStar field teams to ensure unified retail activation.
• Support launch planning for new services, experiences, and technologies with integrated messaging and training.
• Partner with reporting and performance teams to identify opportunities for communication and training interventions that drive measurable improvement.

Leadership & Team Management

• Lead and develop a high-performing team of training, communications, and brand experience specialists.
• Build a culture of creativity, transparency, collaboration, and continuous improvement.

Qualifications

• 8+ years in brand marketing, training, communications, or retail experience roles; automotive or technology experience preferred.
• Strong understanding of dealer operations, retail customer experience, and field sales models.
• Proven ability to translate brand strategy into actionable field and dealer engagement programs.
• Exceptional communication skills-written, verbal, and visual.
• Experience leading cross-functional initiatives and managing complex stakeholder environments.
• People leadership experience with the ability to coach and grow a diverse team.
• Ability to manage multiple priorities, adapt quickly, and drive toward measurable results.

Success Metrics

• Increased dealer and field adoption of OnStar training and communications.
• Consistent and timely deployment of brand-aligned materials across the retail network, meeting launch deadlines and Legal approval requirements.
• Improvements in OnStar engagement metrics, subscription conversions and extended sales opportunities, while driving adoption of digital first experiences.
• Field satisfaction with training programs, communication clarity, and brand alignment.
• Strong collaborative relationships across OnStar, Marketing, Sales Enablement, and regional teams.

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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