Channel Strategy Specialist

You will support GM’s enterprise-owned channels by managing intake, channel planning, content recommendations, and end-to-end execution coordination across IHU, OVD, and mobile placements. The role serves as the connective tissue between business stakeholders, channel strategy, MarTech, Product, and activation teams to ensure channel opportunities are executed effectively and aligned to established governance standards. 

Key Responsibilities:

Channel Intake & Governance Execution (30%)  

• Serve as the consultative intake lead for enterprise-owned channel requests—clarifying business objectives, assessing channel fit, and guiding stakeholders toward the right placement opportunities 

• This role focuses on intake, recommendation, governance alignment, and execution coordination for specific enterprise channels. Enterprise channels include: 

• In-Vehicle Head Unit (IHU) 

• OnStar Vehicle Diagnostics (OVD) 

• Mobile app placements and supporting tools 

• Review submissions against established channel guardrails, governance standards, and customer experience principles 

• Provide recommendations on channel fit and placement opportunities based on business objectives 

• Facilitate prioritization discussions when competing business needs arise 

• Ensure channel usage aligns with approved customer experience and communication strategies 

What they are NOT doing:  

• Writing governance 

• Defining channel strategy 

• Making policy decisions  (remain with channel strategy leadership)

Content Planning & Opportunity Identification (25%)  

• Partner with channel strategists, brand teams, lifecycle marketers, and activation teams to identify opportunities within enterprise channels. 

• Translate business priorities into recommended channel placements and content opportunities. 

• Develop channel-specific content recommendations that align with: 

• Customer needs 

• Channel best practices 

• Existing campaign strategies 

• Monitor upcoming business priorities and proactively identify opportunities to leverage enterprise channels. 

• “How could we leverage OVD this month?” 

• “What should we feature in IHU for EV owners?” 

• “Is there a mobile placement opportunity to support this launch?” 

Cross-Functional Execution Management (35%)  

• Own execution coordination from intake through launch. 

• Partner with: 

• Product teams 

• MarTech teams 

• Digital teams 

• Agency partners 

• Analytics teams 

• Facilitate timelines, dependencies, approvals, testing, and launch readiness. 

• Maintain execution documentation and channel calendars. 

• Escalate risks and blockers to leadership as needed. 

• Ensure successful deployment of channel placements and communications. 

This is probably the largest part of the role; acting as a mini-project manager focused on enterprise channels. 

Channel Performance & Optimization (10%)  

• Monitor channel performance and industry adoption trends. 

• Support App Store Optimization (ASO) efforts by researching competitive positioning, compiling keyword data, and helping coordinate asset and copy updates across platforms. 

• Develop recurring reporting and insights for channel stakeholders. 

• Maintain library of channel tests, performance, and learnings. 

• Identify opportunities to improve journeys, processes, execution efficiency, and channel utilization. 

• Share best practices and learnings across marketing teams. 

What Success Looks Like  

After 12 months, this person should be able to: 

Own  

• IHU intake and execution process 

• OVD intake and execution process 

• Enterprise channel calendar 

• Stakeholder communication 

Influence  

• Content recommendations 

• Placement prioritization 

• Cross-channel coordination 

• Channel adoption across the organization 

Support  

• Mobile placement planning and execution 

• Channel strategy development (including emerging channels) 

• Governance adherence 

• Reporting and performance reviews 

Your Skills & Abilities (Required Qualifications):

• Bachelor’s degree 

• 1–2 years of experience in digital marketing, channel strategy, or a related field; exposure to mobile app or software product environments is a plus. 

• Familiarity with growth and lifecycle marketing concepts, including basic understanding of acquisition, engagement, and retention funnels. 

• Foundational experience with analytics and reporting tools such as Adobe Analytics or equivalent; comfort working with data to surface trends and insights. 

• Basic understanding of mobile ecosystems (iOS/Android), including awareness of app store dynamics, push notifications, and in-app engagement tactics. 

• Strong organizational skills with the ability to coordinate across multiple cross-functional teams and manage competing priorities in a fast-paced environment. 

• Clear and effective written communication skills — able to summarize data, findings, and campaign updates for stakeholder audiences in a concise and accessible way. 

• Comfort working with dashboards and performance reports; ability to identify key trends and flag anomalies for team leads. 

• Eagerness to learn new tools, platforms, and marketing technologies with a self-starter mindset. 

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