Assistant Manager, Lead Acquisition & Engagement Programs

Assistant Manager, Lead Acquisition & Engagement Programs

Hybrid: This role is categorized as hybrid. This means the successful candidate is expected to report to Warren GM Global Technical Center three times per week, at minimum or other frequency dictated by the business. Relocation may be provided.

GM is seeking an Assistant Manager, Lead Acquisition & Engagement Programs to lead the transformation of how third-party and event-based leads are captured, managed, and converted into sales. This role manages GM's Third-Party Lead and Divisional Hand-raiser programs, partnering with internal teams, GM Brands, and external vendors to drive lead volume, improve conversion rates, and enhance dealer engagement. The ideal candidate brings a strategic mindset, strong analytical capabilities, and a collaborative approach to program execution. This role plays a key part in aligning lead initiatives with GM's broader sales and marketing strategies, supporting the launch of Salesforce as the lead management platform, and delivering actionable insights that maximize ROI.

Role Responsibilities

• Lead and manage GM's Third-Party Lead (TPL) program
• Oversee Divisional Hand-raiser (event leads) process and team
• Innovate and enhance third-party leads program strategies
• Collaborate with GM Divisions on focus vehicles, quarterly forecasts, and lead volume planning
• Analyze lead performance and deliver actionable insights to internal and external stakeholders
• Increase overall lead close rates, buy rates, and dealer participation in the TPL program
• Support the launch of the new GM Lead Pipe, powered by Salesforce.
• Develop effective training materials and documentation for field teams and dealers
• Manage vendor relationships, including: Pricing negotiations; Scope of work; Budgeting; Invoice approvals

Required Qualifications

• Bachelors degree
• 5+ years of OEM, field, or dealer sales and/or marketing experience
• 3+ years of experience in automotive sales and/or lead management
• Automotive BDC and dealer CRM experience or knowledge
• Vendor and program management experience
• Strong analytical skills with the ability to translate data into actionable strategies
• Initiative-driven with a proven ability to work independently and make decisions with minimal direction
• Experience in cross-functional collaboration and performance-based solution development
• Proficiency in Microsoft Office tools (PowerPoint, Excel, Teams, etc.)
• Excellent communication skills with the ability to confidently develop and present to diverse audiences
• Willingness to travel (<10%)

Preferred Qualifications

• MBA or equivalent advanced degree

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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