Location: Hybrid - This role is categorized as hybrid. This means the successful candidate is expected to report to the Oshawa or Markham Elevation Centre three times per week, at minimum.
The Retail Marketing Manager leads GM Canada’s go-to-market strategy for national retail campaigns, guiding incentive strategies across the full brand portfolio. This role is the key owner of all formal retail programs and field-facing communications, including oversight of Corporate Programs (e.g., Employee Purchase Program, Preferred Pricing, Mobility, Canadian Forces) and GM’s Vehicle Sales & Marketing (VSM) Translation Process. With six direct reports spanning strategy, planning, program analytics, communications, translation, and execution, this position demands strong leadership and multitasking capabilities. The Retail Marketing Manager builds trusted partnerships across internal teams, field and dealer networks, and external partners—while steering marquee programs like Canada Wide Clearance and our exclusive Costco partnership. With high exposure to senior leadership and meaningful influence on retail strategy, this role sits at the center of GM’s national marketing engine.
Overall Responsibilities
Lead and develop a team of six direct reports, spanning key functions such as retail planning and strategy, communications, French translation, and program execution.
Cultivate a culture of high performance, collaboration, and innovation across the Retail Marketing Team.
Own GM Canada’s exclusive partnership with Costco – including contract renewal, annual program strategy, execution, and fulfillment of all contractual obligations.
Collaborate with key stakeholders to evolve strategic partnerships (i.e., with Canadian Banks) and identify new opportunities for retail sales growth.
Lead the coordination and facilitation of the Marketing Advisory Board (MAB), ensuring consistent and productive engagement with dealer stakeholders.
Act as the primary liaison within Vehicle Sales & Marketing (VSM) to ensure retail marketing alignment across core channels – Brands, Finance, Legal, Digital, CRM, Fleet and Service.
Drive cross-functional collaboration to streamline strategy and execution across teams.
Manage the Retail Marketing Consumer Influence (CI) budget while optimizing spend for maximum impact and ROI – including materials for Sales Support (POP) and Corporate Program investments.
Enhance programs and tools that affect dealership experience, such as Colour & Trim and Dealer Graphics Programs.
Serve as a key stakeholder on the Connected Incentives Project, contributing to the strategic design and implementation of modernized incentives platforms.
Retail
Retail Planning Meetings (RPM) – Lead preparation and consolidation of monthly retail approvals, driving enterprise-level proposals and alignment.
Retail Calendar Management – Create and oversee monthly deadlines to ensure on-time execution of retail campaigns and initiatives.
Cross-Tier Advertising Alignment – Collaborate frequently with Digital, CRM, and Regional Marketing Managers (RMMs) to maintain consistent messaging across all advertising tiers.
Annual Incentive Calendar – Develop and manage the enterprise-wide retail marketing calendar, ensuring integration across brands and retail channels.
Retail Go-to-Market Execution – Partner with RMMs, brief agencies, manage escalations, and lead Core Offer Briefs
Retail Dealer Communications – Oversee all retail dealer-facing communications, including execution of Home Offer Letters, Retail Playbooks, and related materials.
Executive Retail Messaging – Coordinate and execute monthly Executive Messages to support retail launches and leadership engagement.
Corporate Programs
Lead the Employee Pricing Programs including GM Employee, Dealer Employee and Preferred Pricing, with a focus on driving sales and optimizing program performance.
Promote GM Bonus Programs that add value to the retail portfolio, such as Mobility and Canadian Forces initiatives.
Collaborate with key banking partners to develop and execute marketing partnerships and promotional opportunities.
Conduct periodic program audits throughout the year to ensure program integrity, compliance, and continuous improvement.
French Translation
Lead a dedicated team responsible for French translation operations and vendor relationships
Ensure accurate and timely execution of French-language marketing content across all channels
Maintain quality control processes to uphold translation accuracy and brand consistency while supporting workflow optimization and prioritization across multiple cross-functional projects


Additional Job DescriptionRequired Qualifications and Competencies
Post Secondary Education required
University degree preferred (Bachelor’s in Commerce, Business, or Marketing preferred; MBA with a marketing specialization is considered an asset)
Strategic mindset with experience leading multi-disciplinary teams and high-visibility projects
Proactive self-starter with a results-driven approach and comfort navigating ambiguity
Adept at simplifying complex ideas, ensuring clarity and alignment across diverse audiences
Excellent written, verbal, and presentation skills, with the ability to communicate across levels – from cross-functional teams to senior leadership
Strong organizational skills with attention to detail and ability to manage competing priorities
Comfort operating in high-stakes environments, including frequent interactions with senior management and external partners
Creative problem solver, able to balance strategic thinking with on-the-ground execution
Experience in budget management, contract oversight, or vendor relationships is considered an asset
Customer-centric perspective with a passion for driving dealer and consumer engagement
Preferred Skills and Experience
Field experience with dealer networks
Strong analytical abilities, with experience extracting insights from data
Knowledge of marketing principles and campaign execution
Knowledge of incentive structures, vendor management, and contract negotiation
Bilingualism (French) is not required but considered an asset
Benefits:
The goal of the General Motors of Canada total rewards program is to support the health and well-being of you and your family. Our comprehensive compensation plan currently includes the following benefits, in addition to many others:
Paid time off including vacation days, holidays, and supplemental benefits for pregnancy, parental and adoption leave.
Healthcare, dental and vision benefits including health care spending account and wellness incentive.
Life insurance plans to cover you and your family.
Company and matching contributions to a Defined Contribution Pension plan to help you save for retirement.
GM Vehicle Purchase Plan for you, your family, and friends.
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.


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