Job Description

This role is categorized as HYBRID. This means the successful candidate is expected to report to GM - Cadillac Tower three times per week, at minimum. This job may be eligible for relocation benefits.

The Licensed Merchandise Asset Lead will lead the management, distribution, and review of GM’s proprietary brand assets — including logos, badges, vehicle imagery, sound bites, and CAD files — used across licensed merchandise. This role maintains a living asset library and fulfills internal and external requests in support of developing premium licensed merchandise ranging from replicas and video games to apparel and lifestyle accessories.  This role will also assist with licensed product development to ensure that the the licensing assets are used properly and help elevate GM merchandise.  The ideal candidate is detail-oriented, visually curious, and collaborative, with an appreciation for brand storytelling and design accuracy.

Key Responsibilities:

Digital Asset Management:

Maintain a secure, organized digital asset library for licensed merchandise assets.

Fulfill approved requests for logos, vehicle imagery, CAD files, and other brand assets in alignment with brand guidelines and legal standards.

Track and log logo asset usage across teams and external partners to ensure visibility and compliance.

Strong understanding of automotive logos, badging and vehicle designs.

Visual Curation & Brand Asset Support:

Help identify legacy and underutilized brand visuals that could inspire future product use.

Support preparation of creative references and historical materials for internal pitch decks or licensee use.

Coordinate with Licensing and Brand teams to support the development of thematic or era-specific capsules leveraging heritage and current brand assets.

Digitization & Content Readiness:

Assist in digitizing archived visuals, old branding materials, or legacy packaging elements.

Work with internal design teams to ensure digital assets are formatted for product application.

Maintain metadata and tagging systems to improve asset discoverability.

Cross-Functional Collaboration:

Partner with GM Design to obtain visual references and approve legacy asset use.

Collaborate with Licensing, Brand, and Merchandising teams to ensure creative needs are met for launches and presentations.

Coordinate planning and execution of the annual GM Licensing Summit in partnership with GM Design, including event approvals, scheduling, and licensee invitations.

Assist in asset delivery to new licensees and vendors during onboarding or refresh cycles.

Work with Licensees, Licensing and Brand teams to secure feedback and approvals on product submissions to get merchandise in market.

Qualifications:

Bachelor’s degree required; preferred in design, asset management, visual media, or related field.

5+ years of experience managing digital brand assets, creative libraries, or content workflows.

Strong knowledge of automotive products/features, industry trends, and branding is required.

Experience with Adobe Bridge, Canva, or similar platforms to manage and review creative deliverables.

Strong organizational skills, attention to detail, and ability to manage multiple requests and meet deadlines for asset deliverables.

Visual sensibility and interest in brand design and archival storytelling.

Experience working in licensing, product design, automotive or brand marketing environments is highly preferred.

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.)

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