The Assistant Manager, Loyalty Engagement will be a key contributor to the strategy, operations, and execution of member engagement initiatives for the GM Rewards program. This role focuses on driving long-term growth by creating meaningful, repeatable, and scalable campaigns that deepens member engagement and drive long-term loyalty to General Motors.
Key Responsibilities
- Engagement Strategy – develop and implement strategies that encourage member engagement with the GM Rewards - earning and redeeming points.
- Campaign Execution & Management – execute engagement campaigns that drive excitement and recurring engagement with GM Rewards members - both personalized/one-to-one and at scale.
- Audience Targeting & Segmentation – work with key data partners to identify campaign audiences aimed at influencing specific behaviors and activities resulting in growth against key objectives.
- Go-to-Market Strategy Development – partner with Creative and Channel Delivery teams to build briefs and execute go-to-market strategies that ensure GM Rewards engagement campaigns reach the right audiences through the right channels to achieve goals and KPIs.
- Product Partnership & Innovation – work closely with Channel Delivery, Product, and Engineering teams to build requirements that push the boundaries on how members engage with the GM Rewards program, exploring new formats, features, and capabilities.
- Insights, Optimization, & Controls – analyze member behaviors, preferences, and engagement patterns to uncover opportunities for reactivation and deeper program activity. Establish measurement and control systems designed to ensure our member promises are fulfilled, mitigating risk and a negative customer experience.
- External Partner Development – lead the strategy and execution of adding new external earn and redeem options to the program that extends member engagement beyond GM’s core ecosystem.
- Benchmarking & Competitive Analysis – conduct research on best-in-class loyalty programs to extract insights and trends that can be applied to GM Rewards future strategies.
Qualifications:
- Education: Bachelor's degree in a related field
- Experience 5+ years experience in marketing, planning, operations, and customer loyalty
- Analytical Skills: strong critical thinking and analytical abilities
- Problem Solving: ability to work with projects that involve high levels of complexity or ambiguity
- Project Management: organizational and project management skills with the ability to manage multiple projects and meet key dates/deadlines
- Collaboration: ability to work effectively in cross-functional environments
- Communication: strong written and verbal communication skills, and an enthusiastic presenter
Location: Hybrid. This role is categorized as hybrid. This means the successful candidate is expected to report to the - Global HQ Warren Mi three times per week, at minimum [or other frequency dictated by the business]
Relocation: This role is NOT eligible for relocation benefits.
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., H-1B, OPT, STEM OPT, CPT, TN, J-1, etc.)
