National Marketing Communications Manager - Buick GMC

General Motors of Canada is seeking a strategic, creative and commercially minded National Marketing Communications Manager to lead integrated marketing for the Buick and GMC brands. This role will shape how the brands appear across the customer journey, from brand storytelling and product launches through retail communications, digital experiences and dealer-facing execution.

You will translate consumer and market insights into powerful brand and marketing communication strategies, agency direction and briefs, and oversee integrated campaigns across paid, owned and earned channels to optimize sales, return on advertising spend, and brand health. You will also bring strong media literacy: defining target audiences, understanding the drivers of media effectiveness and performance marketing, connecting investment to business outcomes, and using measurement and experimentation to improve results.

This role is categorized as hybrid, requiring a minimum of three days per week at the Markham Elevation Centre or Oshawa Elevation Centre. Travel across Canada is required up to 25% of the time.

Key Responsibilities

Brand Communications and Strategy

• •Lead integrated national communication strategies for Buick and GMC across brand, nameplate, product launch and retail programs.
• •Own the annual planning process, marketing plan, agency brief and communications planning process, defining objectives, audiences, insights, messaging, channel roles, deliverables and measures.
• •Turn consumer research, cultural trends, competitive intelligence and market performance into strategic recommendations, messaging frameworks and creative briefs.
• •Develop messaging that builds awareness, shifts perception and drives consideration among priority audiences, adapting it to relevant segments and customer journeys.
• •Steward the Buick and GMC brand identities, ensuring a distinctive tone of voice and consistent application of global standards across national, retail, consumer-facing and internal communications.
• •Present strategic recommendations to senior leadership and stakeholders, using clear rationale and evidence to build alignment and enable decisions.
• •Identify emerging consumer, cultural, technology and marketing trends, including practical applications of AI, to inform innovation.

Integrated Advertising and Creative Leadership

• •Plan and develop integrated brand and retail advertising across broadcast, connected TV, digital video, search, social, programmatic, out-of-home, experiential, CRM, website and other relevant channels.
• •Build a social-first, always-on communication architecture that supports brand relevance, campaign objectives and retail priorities.
• •Brief and direct creative agency partners from strategy through production, providing clear direction, constructive feedback and timely approvals.
• •Oversee creative production, asset adaptation, distribution and governance across the Buick and GMC portfolio, including dealer digital assets, retail materials and point-of-purchase programmes.
• •Manage workback schedules and coordinate legal, brand, product and stakeholder approvals to deliver go-to-market assets on time.
• •Lead brand partnerships, influencer activities, branded entertainment, sponsorships and experiential programmes.
• •Coordinate messaging and resource requirements across Product Marketing, CRM, Website and Customer Experience, Retail, PR, Regional Marketing and Sales.

Media Literacy and Performance Marketing

• •Partner with Media Strategy and Planning and Performance Driven Marketing to translate communications objectives into full-funnel media strategies and high-value customer behaviours.
• •Define or validate target audiences, customer segments, channel roles, media mix, investment allocation, reach and frequency considerations and campaign KPIs.
• •Apply working knowledge of search, social, programmatic display, digital video, connected TV, broadcast, out-of-home, retail media and emerging platforms.
• •Evaluate the drivers of media and performance marketing effectiveness, including audience quality, creative relevance, placement, reach, frequency, sequencing, landing-page experience, conversion signals, incrementality and attribution.
• •Partner with the Media team, Marketing Applied Science, Research and Insights and analytics teams to interpret brand and media performance, apply test-and-learn principles and improve results.
• •Align forecasts and campaign plans with retail activity, product availability, launch timing and dealer objectives.
• •Maintain sufficient fluency in advertising platforms, web analytics, ad-serving technologies, measurement methodologies and attribution models to challenge recommendations and make informed decisions.
• •Oversee communications and production budgets, ensuring effective allocation, stewardship and accountability.

Leadership and Collaboration

• •Build trusted relationships across the commercial organization, Retail, Sales, PR, Regions, Legal, CRM, Website and Customer Experience, Product Marketing and central GM teams.
• •Lead creative, media, experiential, production and other agency relationships, establishing effective ways of working and regular status reviews.
• •Collaborate with global GM teams to share information, assets, best practices and learnings.
• •Lead, coach and develop direct reports; delegate effectively, build bench strength and foster an inclusive, collaborative and high-performance team culture.
• •Manage multiple priorities in a fast-paced environment while maintaining quality, sound judgement and urgency.

Qualifications

• •Bachelor's degree in Business or a related field, or equivalent experience.
• •Eight or more years of progressive experience in marketing communications, advertising, brand building, media, performance marketing or a related discipline.
• •Experience leading integrated brand and retail campaigns across paid, owned and earned channels.
• •Demonstrated success leading creative, media and other agency relationships, including writing compelling communications briefs and providing strategic and creative feedback.
• •Experience managing people, delegating workload, developing talent and building high-performing teams.
• •Strong understanding of digital, broadcast, CRM, social, experiential and out-of-home marketing, with practical exposure to media planning and buying.
• •Demonstrated media literacy and understanding of full-funnel planning, audience strategy, media mix, budget allocation, KPIs, measurement, attribution and performance optimisation.
• •Ability to connect media and communications tactics to business outcomes, including sales, consideration, customer acquisition and brand health.
• •Proven ability to manage significant budgets, timelines, approvals and production deliverables.
• •Strong analytical capability, with the ability to turn data, research and campaign performance into action.
• •Excellent written and verbal communication, presentation, storytelling, coordination and project-management skills.
• •Proficiency in PowerPoint and common marketing and collaboration tools.
• •Ability to work effectively with cross-functional, cross-country and global teams.
• •Automotive industry experience, retail product knowledge and bilingual English/French capability are assets.

Compensation and Benefits

• •Salary range: $131,000 to $180,900 CAD, based on factors relevant to the position.
• •Paid time off including vacation days, holidays, and supplemental parental and adoption leave.
• •Healthcare, dental and vision benefits, including a health care spending account and wellness incentive.
• •Life insurance plans.
• •Company and matching contributions to a defined contribution pension plan.
• •GM Vehicle Purchase Plan for you and your family.

This role is not eligible for relocation benefits. GM does not provide immigration-related sponsorship for this role.