Head of Marketing-Europe

Job Description

Role purpose

Cadillac is building a distinctive luxury challenger brand in Europe, combining bold American design, advanced technology, electric performance, and premium customer experiences. Corvette brings iconic performance, heritage, and enthusiast credibility to the portfolio. Together with these and other GM nameplates and brands marketed in Europe, this is an opportunity to shape how the full portfolio is discovered, desired, and experienced across multiple European markets.

The Head of Marketing – Europe will lead the integrated European multibrand marketing strategy across all GM nameplates and brands marketed in Europe, including Cadillac and Corvette, creating a measurable growth engine that drives demand, qualified leads, test drives, orders, conversion, and profitable retail growth. The role will balance brand building and commercial execution across markets while maximizing the overall financial performance of the company, recognizing the different profitability profiles of BEV, Corvette, and Nav. The role will also leverage Cadillac’s Formula 1 platform and other premium partnerships to build excitement, cultural relevance, and brand love.

Key responsibilities

• Own the integrated European multibrand marketing strategy across all GM nameplates and brands marketed in Europe, including Cadillac and Corvette, balancing long-term brand desirability, portfolio priorities, and near-term commercial performance.
• Build awareness, consideration, cultural relevance, and demand among luxury, performance, EV, and enthusiast audiences.
• Lead market and product launches, including positioning, audience strategy, creative, media, PR, social, influencer, experiential, retail, and partner activation.
• Build and operate a full-funnel growth engine across paid, owned, earned, digital, CRM, retail, and partner channels.
• Act as a hands-on performance marketer, setting targets and optimizing acquisition, lead generation, nurture, conversion, cost efficiency, and return on marketing investment.
• Align marketing with sales forecasts, vehicle availability, inventory, pricing, retail readiness, network coverage, portfolio mix, and profitability objectives.
• Maximize overall company financial performance by prioritizing marketing investment and portfolio demand across BEV, Corvette, and Nav in line with their different profitability profiles and the company’s VP/EBIT objectives.
• Adapt marketing strategies across varied European selling and distribution models, including direct-to-consumer, digital commerce, agents, dealers, and distributors.
• Enable partners with localized campaign toolkits, content, media guidance, digital assets, retail materials, lead-management standards, and measurement frameworks.
• Own the customer journey from discovery and consideration through configuration, lead capture, test drive, purchase, onboarding, ownership, and advocacy.
• Improve websites, configurators, digital commerce, CRM, lead forms, test-drive booking, retailer handoffs, and lifecycle engagement.
• Maximize the brand and commercial value of Cadillac’s Formula 1 platform through year-round activation that drives fan engagement, customer acquisition, and retail outcomes.
• Use data, analytics, marketing technology, experimentation, automation, and responsible AI to improve targeting, creative, personalization, speed, and effectiveness.
• Manage the European marketing budget and establish disciplined measurement across brand health, demand, conversion, cost per qualified lead, cost per acquisition, and marketing ROI.
• Lead and develop a high-performing European marketing team and agency ecosystem, partnering closely with Global Marketing, Global Cadillac, GM Europe, Sales, Product, Commercial Operations, Network, Finance, Legal, Customer Experience, and other relevant functions.

Measures of success

• Growth in brand awareness, consideration, share of voice, share of search, and cultural relevance, using agreed market-level measurement.
• Qualified leads, test-drive requests, conversion, retail volume, market share, and profitable demand generation.
• Cost per qualified lead, cost per acquisition, return on ad spend, and return on marketing investment.
• Vehicle availability and inventory sell-through supported by effective marketing.
• Delivery against clear company profitability targets, including VP/EBIT, with appropriate contribution from portfolio mix, demand generation, and marketing investment.
• Partner activation, campaign adoption, lead-management performance, and network growth.
• Digital journey completion, CRM engagement, customer experience, and advocacy.
• Successful delivery of launches, Formula 1 activations, partnerships, and priority campaigns on time and within budget.

Qualifications

• Significant progressive marketing leadership experience, including responsibility for multi-market or regional strategy; automotive experience strongly preferred.
• Proven ability to connect brand building, performance marketing, demand generation, retail performance, and commercial outcomes across a multibrand portfolio.
• Experience launching or scaling brands, products, or retail networks across Europe or another complex international region.
• Experience leading a multibrand portfolio and balancing brand, volume, mix, pricing, investment, and profitability priorities.
• Experience working with mixed go-to-market models, including distributors, dealers, agents, direct-to-consumer, digital commerce, or other partner channels.
• Strong digital, CRM, martech, website, analytics, and marketing measurement capabilities.
• Experience managing budgets, agencies, partners, and cross-functional stakeholders in a matrixed organization, with strong commercial and financial acumen.
• Experience with premium or luxury EV brands, new brand launches, or sports, cultural, technology, or motorsport partnerships is desirable.
• Fluency in English required; additional European languages are a plus.

Leadership attributes

• Commercially minded, portfolio-oriented brand builder who is energized by creating a distinctive luxury and performance presence in Europe while maximizing company performance.
• Strategic and hands-on performance marketer who is comfortable setting growth targets, analyzing results, and optimizing execution.
• Portfolio-minded and financially accountable leader who can balance the distinct roles and profitability profiles of BEV, Corvette, and Nav.
• Customer-led, digitally fluent, data-informed, and willing to test, learn, and adapt quickly.
• Influential and collaborative across countries, functions, agencies, and distribution partners.
• Authentic, inclusive leader who builds capability, accountability, energy, and trust in a growing team.



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 role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}.

The selected candidate will be required to travel on a regular basis (25-50%) for this role.



About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us 

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Non-Discrimination and Equal Employment Opportunities

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.
We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

Accommodations