Brand Director - Chevrolet Canada

Description

The Brand Director, Chevrolet Canada is accountable for the Chevrolet brand's overall success in Canada, including sales growth, market share, profitability, EV leadership, dealer performance, and customer outcomes. Acting as the general manager of the Chevrolet business, this leader will set strategy and drive performance across the full portfolio.

Reporting to the Vice President, Sales, Service & Marketing, this role serves as Chevrolet's primary Canadian advocate with GM Canada, the dealer network, customers, and Global Chevrolet. It requires a strategic, collaborative leader who can align cross-functional teams behind one Chevrolet Canada business plan.

The successful candidate will shape Chevrolet Canada's direction across portfolio strategy, go-to-market planning, EV growth, brand strategy, and partnerships-setting priorities, aligning stakeholders, and ensuring execution against business objectives.

Canadian Market Planning, Product Strategy, Pricing & Packaging:

• Partner with Canadian Product Planning and Global Chevrolet to shape product, pricing, and packaging strategies that strengthen competitiveness, residual values, customer value, and vehicle line profit.
• Serve as the Chevrolet Canada business lead and voice of the customer, ensuring Canadian market needs inform product planning, commercialization, and long-range portfolio decisions.
• Monitor key performance drivers-including sales, share, profitability, brand health, EV performance, inventory, and segment competitiveness-and recommend actions to achieve growth objectives.
• Advance Chevrolet's long-range portfolio and commercialization strategy, with focus on pickup truck and crossover performance and EV leadership.

• Develop retail strategies that deliver profitable share growth through effective specifications, pricing, incentives, inventory alignment, and customer value propositions.
• Champion Chevrolet's EV leadership agenda by ensuring launch readiness, dealer capability, retail execution, and customer adoption.
• Manage the business toward stronger market share, profitability, inventory health, and commercial performance.

• Act as Chevrolet's visible brand leader with GM Canada, dealers, agencies, media partners, and Global Chevrolet.
• Partner with GM Canada's CMO to champion Chevrolet's brand strategy, positioning, long-range planning, and performance marketing framework.
• Provide clear direction so marketing plans support sales targets, brand health, EV leadership, pickup strength, and crossover growth.

• Shape Chevrolet Canada's retail network strategy, standards, and customer experience expectations.
• Work with dealers to strengthen pickup and crossover execution while advancing EV sales, service readiness, and customer confidence.
• Represent Chevrolet Canada at dealer councils, industry forums, and retail governance discussions.

• Lead and influence a high-performing direct and matrixed team across brand, product, marketing, retail operations, and communications.
• Build strong collaboration across Sales, Digital, Finance, PR, Legal, OnStar, Aftersales, and global brand teams to deliver an integrated Chevrolet Canada plan.
• Reinforce a culture of inclusion, innovation, safety, accountability, and performance aligned to GM values and leadership behaviours.
• Serve as the primary Canadian point of contact for Global Chevrolet leadership.

• 15+ years of progressive automotive leadership experience.
• Strategic thinker with ability to translate insights into clear, actionable plans.
• Laser-focused, data-driven results orientation
• Automotive marketing, commercial, or brand leadership experience, including influence over advertising, media, agency, or performance marketing strategies.
• Strong understanding of market share, profitability, retail execution, brand performance, and customer experience.
• Mastery of profit-optimized vehicle line incentive strategy and in market offer and merchandising execution
• Superior communication, presentation, interpersonal, problem-solving, and analytical skills.
• High level of independent thinking, sound judgment, and decision-making ability.
• Proven leadership competencies:
  • Building effective teams.
  • Organizational agility.
  • Relentless drive for results.
  • Financial acumen and comfort managing complex commercial levers.
  • Ability to manage multiple priorities and engage senior stakeholders.

• Experience working with and leading dealers / retailers.
• Experience in competitive, high-volume automotive segments.
• Experience supporting EV strategy, customer adoption, digital retail, or evolving customer journeys.
• Experience balancing brand-building with performance-driven retail marketing.

• Undergraduate degree in business or related discipline with MBA, or equivalent experience.