Web Lead

General Motors; Markham; Hybrid; CAD 90,000 - 120,000; Full time

Job summary

A leading automotive company in Canada seeks a Web Lead to enhance their digital customer journey. This pivotal role requires managing website content, developing personalization strategies, optimizing user experience, and collaborating cross-functionally. Ideal candidates will have 7+ years of experience in digital marketing and product management, strong analytical and project management skills, and be familiar with Adobe tools. Benefits include comprehensive health coverage, paid time off, and a pension plan, encouraging a holistic approach to employee wellness.

Benefits

Paid time off

Healthcare benefits

Pension plan

Wellness incentive

Qualifications

• 7+ years of digital marketing, website content, or digital product management experience.
• Strong background in UX design and digital product management for consumer-facing websites.
• Familiarity with digital content management systems, usability testing, and A/B testing.

Responsibilities

• Oversee the planning, scheduling, and execution of all website content updates.
• Develop and execute strategies for website personalization based on user behavior.
• Continuously analyze website performance, user behavior data, and customer feedback.

Skills

Digital marketing background

Product management experience

UX design understanding

Analytical skills

Project management skills

Excellent written communication skills

Education

Bachelor's degree

Tools

Adobe Analytics

Adobe Experience Manager (AEM)

Customer Journey Analytics (CJA)

Job description

This role is categorized as hybrid. This means the successful candidate is expected to report to the Oshawa or Markham Elevation Centre at least three times per week.

The Web Lead reports to the Digital Platform Manager at General Motors. This is a pivotal role in optimizing our digital customer journey and ensuring our online presence effectively converts visitors into customers. This individual will be responsible for the day‑to‑day execution of website content, driving personalization initiatives, identifying and implementing UI/UX improvements, and ultimately ensuring our website \"wins the shopping journey\" for customers. The ideal candidate will possess a strong blend of technical understanding, marketing acumen, and a customer‑centric mindset.

Ideal candidates should have a diverse digital marketing background, product management experience with high‑traffic consumer websites, strong UX design understanding, and a passion for metrics‑driven performance.

KEY RESPONSIBILITIES

Website Content Management & Execution:

• Oversee the planning, scheduling, and execution of all website content updates, including product information, retail programs, and evergreen content.


• Ensure content is accurate, up‑to‑date, on‑brand, and optimized for cross channel communication.


• Manage content calendars and coordinate with digital agency of record, marketing teams, and product teams.

Personalization Strategy & Implementation:

• Develop and execute strategies for website personalization based on user behavior, demographics, and customer journey stage.


• Work with analytics teams to identify customer segments and tailor content and experiences accordingly.


• Utilize personalization tools within Adobe Test & Target to deliver dynamic content.


• Monitor and report on the effectiveness of personalization efforts.

UI/UX Opportunity Identification & Improvement:

• Continuously analyze website performance, user behavior data (e.g., heatmaps, session recordings, A/B tests), and customer feedback to identify UI/UX pain points and opportunities.


• Propose and champion improvements to website navigation, layout, functionality, and overall user experience.


• Collaborate with design and development teams to implement UI/UX enhancements, ensuring a seamless and intuitive user journey.


• Stay informed on industry best practices and emerging trends in web design and user experience.

Shopping Journey Optimization & Conversion:

• Take ownership of the end‑to‑end customer shopping journey on the website, from initial discovery to conversion.


• Identify and remove friction points in the conversion funnels (e.g., lead forms, product configurators, inventory tools, etc).


• Implement A/B and multivariate tests to optimize conversion rates for key actions.


• Work closely with Media & Customer Lifecycle Management teams to align website experience with campaign objectives and deliver outcomes (High Value Behaviours).

Website Performance Monitoring & Reporting:

• Monitor key website performance metrics (e.g., traffic, bounce rate, conversion rates, buying activities, engagement activities).


• Utilize web analytics tools (Adobe Analytics & Customer Journey Analytics) to deep dive into performance data.

Cross‑functional Collaboration:

• Interface with Product Marketing, MarTech, Marketing Applied Science, Media & Customer Lifecycle Management teams.


• Work with global teams to ensure consistent brand experiences in customer execution.

Qualifications

• Bachelor's degree with 7+ years of digital marketing, website content, or digital product management experience required.


• Strong background in UX design and digital product management for consumer‑facing websites.


• Excellent project management and analytical skills.


• Familiarity with Adobe ecosystem inclusive of: AEM, AEP, CJA


• Experience with digital content management systems, usability testing, and A/B testing.


• Proven ability to lead agency partners and cross‑functional teams in large organizations.


• Strong understanding of digital creative, media, and measurement practices.


• Excellent written and verbal communication skills.


• Automotive experience is a plus.

Join Us: At General Motors, we’re not just transforming marketing; we’re setting the pace for the industry. If you’re ready to lead with influence, embrace change, and drive the brand towards a future of creative brilliance, we want to hear from you.

Benefits

The goal of the General Motors of Canada total rewards program is to support the health and well‑being of you and your family. Our comprehensive compensation plan currently includes the following benefits, in addition to many others:

• Paid time off including vacation days, holidays, and supplemental benefits for pregnancy, parental and adoption leave.


• Healthcare, dental and vision benefits including health care spending account and wellness incentive.


• Life insurance plans to cover you and your family.


• Company and matching contributions to a Defined Contribution Pension plan to help you save for retirement.


• GM Vehicle Purchase Plan for you, your family, and friends.

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.