National Brand Manager

Job Description

National Brand Manager, Cadillac Canada

Vacancy Status

Yes - This posting is for an existing vacancy within the organization and is open to new applications. (Backfill)

AI Disclosure

As part of the application process, Artificial Intelligence will be used in the hiring process for this role

Hybrid - This role is categorized as hybrid. This means the successful candidate is expected to report to the Oshawa or Markham Elevation Centre a minimum of three times per week.

The National Brand Manager, Cadillac Canada is a pivotal leadership role responsible for shaping the future of one of the world's most iconic luxury automotive brands in the Canadian market. Reporting directly to the Managing Director, Cadillac Canada, this leader will oversee a team of Marketing Segment Managers and be accountable for driving Cadillac's growth, market performance, brand equity, retail strategy, and customer experience across Canada.

As a senior leader for Cadillac Canada, this individual will define and execute the brand's strategic direction across an expanding portfolio of luxury internal combustion and electric vehicles. The role requires close collaboration with Cadillac North America and Global leadership teams, as well as cross-functional partners across Sales, Finance, Product Planning, Distribution, Communications, Customer Experience, and Engineering.

Key Responsibilities

Brand Strategy & Business Leadership

• Lead Cadillac Canada in achieving annual and long-term business objectives, including sales, market share, profitability, customer loyalty, brand health, and luxury brand equity.

• Develop and execute integrated marketing strategies spanning product, pricing, distribution, and promotion across Cadillac's portfolio.

• Serve as steward of the Cadillac brand in Canada, ensuring all customer, retailer, and marketing touchpoints reinforce Cadillac's premium positioning and luxury experience.

• Translate global and North American brand strategy into compelling Canadian market initiatives.

• Influence senior leaders and cross-functional stakeholders to drive alignment and business results.

Retail & Go-to-Market Leadership

• Lead Cadillac Canada's retail go-to-market strategy, leveraging competitive intelligence, consumer insights, product positioning, pricing strategy, and regional performance trends.

• Direct flawless execution of major product launches, sales initiatives, and strategic programs.

• Partner with Cadillac Advertising & Communications teams and agency partners to develop integrated marketing campaigns.

• Deliver sales and marketing tools that enable field teams and retailers to successfully represent the Cadillac brand and drive performance.

Product Planning, Positioning & Pricing

• Lead Canadian input into vehicle packaging, product strategy, feature competitiveness, pricing, and incentive recommendations.

• Represent the voice of the Canadian luxury consumer through market trends, competitive intelligence, and customer insights.

• Influence product planning decisions through collaboration with Canadian, North American, and Global stakeholders.

• Serve as the primary marketing representative for GM Canada's product planning activities.

Business Performance & Portfolio Management

• Monitor and manage sales performance, market share, residual values, customer loyalty, and brand health metrics.

• Identify opportunities and emerging risks, providing data-driven recommendations that balance short-term performance with long-term brand growth.

• Lead Cadillac's EV growth strategy in Canada by translating evolving technologies and customer expectations into effective marketing, retail, and customer experience initiatives.

• Leverage enterprise analytics and research to inform decision-making and business outcomes.

• Coordinate new product launches, strategic business reviews, and executive reporting activities.

People Leadership & Organizational Effectiveness

• Lead, coach, and develop a high-performing team of Marketing Segment Managers.

• Foster a culture of collaboration, accountability, innovation, and continuous improvement.

• Build strong partnerships across GM Canada, North America, and Global teams to drive alignment and executional excellence.

• Champion General Motors' values while contributing positively to team culture and employee development.

Skills and Experience

• Successful completion of Post Secondary Education - Bachelor’s degree preferred; Business/Marketing specialty an asset.

• 5+ years of in a simlar role

• Leadership & Directing Others.

• Dealing with Ambiguity.

• Influencing Skills.

• Analytical/Problem solving.

• Planning and Organizing.

• Conflict Management.

• Ability to Motivate Others.

• Managing and Measuring Work.

• Communication – Oral/Written / Presentation Skills.

• Previous Field Sales Experience.

• Previous Product Marketing, Incentives, and Advertising experience.

• Bilingual (English & French) considered an asset.

• Knowledge of, and previous experience in, EV & Luxury Automotive marketing.

• Passion for, and encyclopedic knowledge of, Cadillac Products.

• Understanding of Luxury dealership & competitor operations.

• Prolific oral and written communications skills.

Why This Role Matters

This role sits within luxury brand building, business strategy, retail execution, and EV transformation. The successful candidate will have the opportunity to influence product strategy, lead significant business initiatives, partner with global leadership teams, and drive the continued evolution of one of the industry's most recognized luxury brands.

This is a business leadership role with direct influence on Cadillac Canada's growth, profitability, customer experience, and long-term brand success.

Compensation

The salary range for this role is $131,00.00 to $180,900.00. The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.

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 and your family.

THIS JOB IS NOT ELIGIBLE FOR RELOCATIONS BENEFITS. ANY RELOCATION COSTS WOULD BE THE RESPONSIBILITY OF THE SELECTED CANDIDATE.

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.

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 <25% for this role. This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.

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

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