描述
Role purpose
The CRM & Growth Marketing Program Lead owns the strategy, orchestration, and optimization of OnStar’s growth engine across the customer lifecycle—from acquisition and vehicle attach through activation, engagement, renewal, retention, and winback.
The role connects customer data, CRM, lifecycle marketing, digital commerce, product, media, analytics, and customer experience to deliver measurable and sustainable growth. It identifies the highest-value opportunities, launches customer-centric programs, and converts performance insights into repeatable growth loops.
This position translates OnStar priorities into coordinated customer journeys across CRM, digital, web, app, commerce, contact-center, dealer, and media touchpoints. It balances growth, customer value, experience quality, operational scalability, and responsible use of customer data.
Key responsibilities
Growth strategy and funnel ownership
· Develop and maintain the OnStar growth roadmap across acquisition, attach, conversion, activation, engagement, renewal, retention, churn reduction, and winback.
· Establish a clear funnel model with customer stages, conversion points, leading indicators, lagging indicators, and cross-functional ownership.
· Identify and prioritize growth opportunities using customer, vehicle, behavioral, commercial, and channel data.
· Define growth hypotheses, target audiences, value propositions, success criteria, and expected business impact.
· Partner with Sales, Marketing, Digital Commerce, Product, Analytics, Contact Center, Dealers, Media, and GM enterprise teams to align priorities and execution.
CRM and lifecycle marketing
· Build customer-centric lifecycle programs supporting acquisition, vehicle attach, onboarding, activation, usage, engagement, renewal, retention, and winback.
· Define segments, lifecycle stages, eligibility rules, suppression logic, propensity-based audiences, and next-best-action opportunities.
· Use personalization and behavioral signals to improve message relevance, timing, channel selection, and offer fit.
· Design connected journeys that reduce friction between marketing, product, commerce, support, dealer, and contact-center interactions.
· Develop reusable lifecycle playbooks and journey components that can scale across customer segments and priorities.
Experimentation and optimization
· Establish a structured test-and-learn program across audiences, offers, messaging, creative, channels, timing, landing pages, onboarding flows, and journey design.
· Create test roadmaps with clear hypotheses, control groups, success metrics, guardrails, and decision rules.
· Use A/B testing, holdouts, incrementality testing, customer research, and behavioral analysis to assess true impact.
· Turn results into documented learnings, optimization actions, and reusable growth principles.
· Promote rapid learning while protecting customer experience, brand standards, privacy, and operational quality.
Digital commerce and conversion
· Partner with Digital Commerce and Product teams to improve subscription purchase, vehicle attach, conversion, onboarding, and post-purchase engagement.
· Identify and remove friction across the conversion funnel, including offer clarity, eligibility, checkout, payment, account setup, and first-value experiences.
· Coordinate campaign links, offers, product information, landing pages, customer journeys, and measurement across digital experiences.
· Support launches and platform changes with communications, journey readiness, testing, issue resolution, and post-launch optimization.
· Connect acquisition and lifecycle programs to subscription revenue, customer value, and retention outcomes—not only engagement metrics.
Measurement, data, and operations
· Define scorecards for CRM, lifecycle, digital commerce, media, customer engagement, and commercial performance.
· Monitor subscriber growth, attach, activation, conversion, renewal, churn, winback, incremental lift, customer lifetime value, acquisition cost, and return on investment.
· Establish consistent definitions for funnel stages, cohorts, attribution, incrementality, and performance reporting.
· Partner with Data, Analytics, IT, agencies, and platform owners to resolve data, integration, identity, consent, and execution issues.
· Improve audience quality, speed to market, data availability, campaign reliability, and automation through standardized processes.
· Translate business needs into actionable CRM, analytics, experimentation, and marketing-technology requirements.
Cross-functional program leadership
· Serve as the CRM and Growth Marketing point of contact for assigned OnStar initiatives and launches.
· Develop execution plans, manage milestones and dependencies, and drive decisions across teams without direct authority.
· Facilitate growth reviews, experiment readouts, campaign-readiness reviews, operating cadences, and post-launch retrospectives.
· Coordinate with US and global OnStar teams to share best practices and align reusable capabilities, processes, experimentation standards, and measurement frameworks.
· Support dealer, contact-center, and field enablement when growth programs affect customer handling, sales, activation, or retention.
Expected outcomes
· A prioritized, measurable, and insight-led OnStar growth roadmap.
· Clear ownership of the customer funnel from acquisition through retention and winback.
· Higher-quality acquisition, improved vehicle attach, stronger activation, and increased subscriber growth.
· More relevant customer journeys with measurable incremental impact.
· Improved digital commerce conversion and subscription revenue performance.
· A repeatable experimentation engine that accelerates learning and scales winning ideas.
· Better coordination among CRM, Digital Commerce, OneCRM, customer platforms, media, dealers, and contact-center operations.
· Clear visibility into funnel health, customer value, growth drivers, and return on investment.
· Scalable, automated, and documented processes that improve speed, quality, and repeatability.
Key performance indicators
Growth and commercial performance
· OnStar subscriber acquisition and net growth
· Vehicle attach rate and offer conversion
· Digital commerce conversion and subscription revenue
· Customer acquisition cost, cost per lead, and cost per acquisition
· Customer lifetime value and payback, where applicable
Lifecycle and customer value
· Activation and onboarding completion
· Early-life engagement and time to first value
· Renewal, retention, churn, and winback performance
· Incremental engagement, usage, and subscription outcomes
· Customer experience and journey-friction indicators
Experimentation and operational excellence
· Experiment velocity, win rate, and validated incremental lift
· Time from insight to test and from test to scaled implementation
· Journey execution quality, deployment timeliness, and defect rate
· Audience readiness, data quality, automation, and reporting reliability
Required qualifications
· Bachelor’s degree in marketing, business, analytics, communications, information systems, or a related field, or equivalent experience.
· Experience in growth marketing, CRM, lifecycle marketing, customer engagement, digital commerce, marketing operations, loyalty, subscription models, or a related discipline.
· Demonstrated experience influencing a customer funnel and delivering measurable growth outcomes.
· Experience designing experiments, interpreting results, and translating insights into optimization actions.
· Strong understanding of customer segmentation, journey orchestration, campaign management, conversion optimization, and performance measurement.
· Ability to convert business objectives and customer insights into hypotheses, briefs, requirements, operating plans, and measurable outcomes.
· Strong analytical, organizational, written, and verbal communication skills.
· Ability to influence and drive execution in a matrixed organization without direct authority.
· Demonstrated ability to develop full-funnel growth strategies across acquisition, activation, engagement, retention, renewal, referral, and winback.
· Experience optimizing paid, owned, earned, partner, dealer, and in-product channels using channel economics, incrementality, and return on investment.
· Hands-on experience with conversion-rate optimization across landing pages, subscription flows, checkout, onboarding, and first-value experiences.
· Proficiency in growth economics, including customer acquisition cost, customer lifetime value, payback, cohort retention, contribution margin, and incremental revenue.
· Working knowledge of marketing technology, including CRM, customer data platforms, marketing automation, web and app analytics, identity, consent, and event governance.
Additional growth marketing capabilities
· Customer acquisition strategy and media-to-CRM orchestration, including audience handoffs, lead nurturing, and lifecycle progression.
· Product-led growth and growth-loop thinking, including referral, advocacy, loyalty, cross-sell, upsell, reactivation, and customer-led acquisition motions.
· Portfolio and channel management, including campaign prioritization, budget allocation, agency or vendor collaboration, and performance optimization.
· Ability to combine customer research, behavioral data, commercial insights, and experimentation to prioritize the highest-value growth opportunities.
· Strong understanding of message-market fit, value proposition development, creative testing, offer strategy, and frequency or contact-policy management.
· Ability to build scalable growth operating models, including playbooks, decision frameworks, dashboards, governance, and repeatable optimization cadences.
Preferred qualifications
· Experience in automotive, connected services, telecommunications, subscription services, loyalty, marketplaces, or digital products.
· Experience with Salesforce, OneCRM, marketing automation, customer data platforms, experimentation platforms, or comparable CRM technology.
· Experience integrating CRM with e-commerce, contact-center, dealer, web, app, product, and media ecosystems.
· Familiarity with incrementality testing, propensity modeling, next-best-action, personalization, attribution, cohort analysis, and customer lifetime value.
· Experience with growth models, funnel analytics, north-star metrics, growth loops, and unit-economics-oriented decision making.
· Working knowledge of privacy, consent, opt-out, and responsible use of customer data.
- Bachelor’s Degree: Actuarial Science, Engineering, Data Science, and related fields
-Required experience in similar position: from 5 to 10 years
-English Level: Advanced.
-This position requires the ability to legally operate motor vehicle on a regular basis
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