Associate Director, Digital Retail Platform

General Motors; Warren (MI); Hybrid; USD 140,000 - 190,000; Full time

Job summary

General Motors seeks an Associate Director to lead the Digital Retail Platform (DRP) customer and dealer experience across GM brands in the U.S. and Canada. You will drive adoption, oversee roadmap, and manage platform enhancements and partnerships with a focus on a frictionless modern retail journey.

You will guide a small DRP team, align with stakeholders, and push continuous innovation while maintaining strong relationships with senior leaders. Hybrid work model and travel up to 25% may apply.

Qualifications

• Bachelor’s degree required; Business, Marketing, or related area preferred.
• 12+ years of total experience in automotive Digital, Go-to-Market, Marketing, or Sales/Retail.
• Strong leadership and ability to drive cross-functional teams.

Responsibilities

• Lead the DRP team and cross-functional partners to plan, execute, and train on GM brands' DRP.
• Define and deliver the product roadmap and platform enhancements.
• Develop CX and DX visions to connect consumers with GM dealers and digital channels.
• Oversee platform operations, budgets, and partner obligations.
• Present updates and demos to GM leadership and stakeholders.
• Mentor and develop a high-performing team across markets.

Skills

Leadership

Digital platforms

CX strategy

Stakeholder management

Executive presentation

Cross-functional

Analytical mindset

Team mentorship

Communication

Vision casting

Education

Bachelor's degree

Tools

Budget management

Vendor management

Job description

GM continues to develop and roll out its all-new Digital Retail Platform (DRP), delivering an omni-channel learning, shopping, and buying experience through brand.com and dealer websites. The platform enables customers to buy or lease their next vehicle with a dealer 100% online, 100% in-store, or anywhere in between.

The Associate Director will develop the ongoing vision and oversee execution of the end-to-end Customer Experience (CX) and Dealer Experience (DX) for each GM brand’s DRP, including Chevrolet, Buick, GMC, Cadillac, and CarBravo in the United States and Canada, excluding CarBravo in Canada. This role will drive customer and dealer adoption and utilization across all GM brands while advancing continuous innovation and addressing customer, dealer, and brand needs through platform enhancements that support key business outcomes and digital sales.

What You’ll Do

• Lead the DRP team, technology partner, and cross-functional organizations in planning, executing, communicating, and training on each GM brand’s DRP.
• Lead the vision and future product roadmap, delivering continuous platform enhancements aligned with DRP strategy, industry innovation, and dealer and brand feedback.
• Maintain a platform mindset while leading the planning, development, and execution of new features, enhancements, and each GM brand’s DRP.
• Develop and optimize the CX vision for a retail journey that connects consumers with GM dealers through a fully integrated and frictionless modern retailing experience.
• Develop and optimize the DX vision to deliver a class-leading dealer interface and enable dealers to integrate the DRP into existing dealership processes.
• Drive customer and dealer platform adoption and utilization to increase online retail sales, dealership utilization, and acceptance of the future retail model.
• Collaborate with cross-functional leaders to deliver scalable solutions for dealers and customers, and partner with Dealer Innovation & Strategy team members to integrate other retail business models and customer experience priorities.
• Oversee platform operations, including project management tracking, the annual operating budget, and technology partner contractual obligations.
• Guide, review, and approve working deliverables from the GM DRP team.
• Present business updates and product demonstrations to GM leadership, GM brands, the Dealer Executive Board, and Dealer Councils.
• Manage the technology partner relationship to increase productivity, product quality, and performance.
• Lead and mentor the team to maximize output while driving a positive culture based on GM Behaviors.

People Leader Responsibilities

• Lead and manage a small team responsible for the launches and maintenance of each brand’s DRP CX.
• Set clear goals and expectations, provide ongoing feedback, and support team members in achieving high performance standards.
• Create an inclusive environment where all voices are heard and valued by seeking diverse perspectives and fostering a culture of belonging.
• Coach and develop team members through regular one-on-ones, career conversations, and targeted development opportunities.

Your Skills & Abilities (Required Qualifications)

• Bachelor’s degree required; Business, Marketing, or a related area preferred.
• 12+ years of total experience in automotive Digital, Go-to-Market, Marketing, or Sales/Retail required; Sales, Service & Marketing experience preferred.
• Highly driven, able to excel in a fast-paced and dynamic environment, and energized by leading new business initiatives.
• Short- and long-term visionary with expert digital and technical literacy.
• Strong understanding of automotive consumer shopping behaviors, dealership processes, and dealership culture.
• Ability to plan, execute, and communicate multidimensional projects.
• Proven track record leading innovative business transformation projects.
• Ability to build and maintain strong relationships with diverse stakeholders and senior leaders.
• Strong technical and creative problem-solving skills.
• Highly analytical, data-driven, and proficient in consuming market research and insights.
• Proficient communicator who can manage vision and purpose.
• Executive presentation skills, including the ability to create and deliver effective business briefings.
• Ability to develop high-performing and accountable teams across markets and functions.
• Ability to lead, mobilize, and energize a team around common goals.

What Will Give You a Competitive Edge (Preferred Qualifications)

• Digital marketing and eCommerce experience.
• Marketing and advertising experience.
• Experience launching and managing automotive retail programs.
• Experience with systems and integrations.
• Project management experience.
• Retail marketing or advertising experience.
• Field or dealer contact experience.
• Master’s degree or MBA.
  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.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Benefits Overview

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We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

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