Global Content Lead

Description

The Global Content Lead plays a pivotal role in supporting GM's global markets by driving the cohesive planning and execution of high-impact assets for international vehicles. The Global Content Lead is responsible for leading the cohesive planning and execution of Chevrolet global asset packages for international nameplates, ensuring that the materials created resonate with the brand's diverse global audience.

In addition, this role serves as the cross brand AI content lead for the global markets, creating and scaling AI-enabled content to help regions plan, create, adapt and activate content more efficiently and consistently.

This is a key role within the organization who collaborates with internal (Design, product marketing, brand strategy, performance, global brand teams) and external (ad agencies and vendors) teams to ensure advertising deliverables and assets are executed on time, within budget, meet global brand standards, and drive strategic business outcomes for the markets.

• Work with the advertising and communication teams to understand product reveal and launch plans to ensure content is available to support the needs across all the markets.
• Work with creative agencies and the markets to adapt U.S. assets for global use.
• Coordinate and integrate Global input into key brand moments.
• Act as the AI content maker for the global brand teams, using generative AI tools (e.g., text, image, video) to help create, adapt, and version content packages for the global regions, while maintaining brand integrity and quality.
• Facilitate the exchange of information and assets and foster the integration between the U.S. brand strategy team and the international markets.
• Partner with other teams within GM to pilot new content tools and technologies in development, helping to define use cases, requirements, and success metrics from a global brand perspective.
• Design and maintain AI-ready templates, prompts, and playbooks that enable markets and agencies to efficiently generate on-brand content (copy, visuals, and simple content variants) for local needs.
• Support regional teams in adopting AI tools by providing hands-on guidance, training, and best practices, and by troubleshooting issues as new capabilities roll out.
• Ensure all content maintains product integrity and adheres to GM legal and safety policies, escalating risks as needed.
• Capture and synthesize learnings from AI tool pilots (what works, what doesn't, impact on quality/speed/cost) and translate them into clear recommendations for scaling across markets.
• Support a forward-looking view of emerging AI content capabilities and competitor activity; bring structured, practical recommendations on where AI can augment existing content workflows versus where traditional production remains essential.

• Bachelor's Degree required; in Marketing or related field preferred.
• 5+ years of advertising or integrated marketing experience required; automotive industry or relevant sectors experience preferred.
• Hands-on experience using generative AI tools in a marketing, creative or content production context.
• Strong project management abilities with attention to detail.
• Excellent written and verbal communication skills.
• Demonstrated ability to translate marketing or brand briefs into effective prompts, inputs and workflows that produce on-brand AI-generated content.
• Familiarity with basic concepts of AI governance in marketing (e.g., disclosure of AI use, IP and training data considerations, bias, brand safety) and comfort operating within defined guardrails.
• Experience testing or piloting new content tools or platforms, documenting learnings, and turning them into simple guidance for non-technical marketing partners.
• Experience with both traditional and digital advertising channels.
• Creative thinking with a strong understanding of branding and visual communication.
• Ability to work collaboratively in a dynamic, fast-paced environment, adapting to manage multiple priorities and fostering a culture of inclusion.
• Proficiency in managing relationships with external agencies and internal cross-functional teams.
• Expertise in cross cultural communication and collaboration with global stakeholders.
• Demonstrated cultural competence, sensitivity, and diplomatic ability; willingness to navigate and respect cultural differences.
• Regularly participate in global meetings which may be outside of core business hours due to local market time zones.
• Ability to be a proactive, collaborative self-starter, who takes initiative and seeks out support and guidance as needed.