eCommerce Lead
Job Description
Remote/Hybrid: This role is based REMOTE but if you live within a 50-mile radius of Warren, MI - Cadillac Tower you are expected to report to that location three times a week, at minimum. This job may be eligible for relocation.
The eCommerce Lead will own and scale GM’s multi-brand digital merchandising ecosystem, spanning Chevrolet, Cadillac, Buick, and GMC. This role goes beyond site operations: it is about transforming GM’s eCommerce program into a flagship growth engine and building emotional fandom around our brands.
The ideal candidate brings a blend of eCommerce strategy, digital merchandising, and creative brand storytelling, with the ability to turn legacy programs into fashion-forward, digital-first consumer experiences.
Key Responsibilities:
Strategic Leadership & Collaboration
Build and execute a unified eCommerce strategy across all GM brands, balancing revenue growth with brand elevation.
Collaborate with brand leads, licensing partners, and external vendors to plan and execute product launches, online drops, and seasonal campaigns.
Establish structured processes and governance to shift the program from reactive fixes to proactive, planned execution.
Act as the bridge between GM leadership, brand teams, and external partners, ensuring alignment on timelines, budgets, and creative direction.
Digital Storefront & Merchandising
Own the day-to-day operations of GM’s eCommerce ecosystem, including Shopify Plus management, product launches, navigation, and cross-brand promotions.
Drive product presentation excellence with consistent imagery, styling, and storytelling that reflect the luxury and innovation of GM brands.
Partner with brand and design teams to ensure assortments are modern, on-trend, and aligned with fandom-building goals.
Oversee vendor and licensing partner relationships to maintain compliance, quality, and brand standards.
Marketing & Growth Channels
Partner with marketing teams to expand GM’s eCommerce presence into modern growth channels, including future pilots of TikTok Shop, Instagram Shopping, and Amazon storefronts.
Support influencer and paid media strategies that drive traffic, conversion, and brand fandom.
Identify opportunities for exclusive online drops, seasonal promotions, and collaborations that reinforce GM as a cultural brand.
User Experience & Site Optimization
Leverage analytics to optimize site navigation, checkout flows, and mobile performance.
Implement A/B testing, personalization, and AI-driven optimization to continuously enhance the customer journey.
Collaborate with IT and external partners to accelerate site changes and ensure seamless integrations.
Ensure compliance with accessibility and global eCommerce standards.
Data & Insights
Monitor and report on KPIs: traffic, conversion rate, AOV, revenue, and product/category performance.
Translate insights into actionable strategies for product, merchandising, and marketing.
Partner with analytics teams to refine dashboards and forecasting models for leadership visibility.
Qualifications:
Bachelor’s degree required; MBA or advanced degree preferred.
5+ years of experience in eCommerce, merchandising, or digital marketing, ideally with multi-brand or global portfolio experience.
Proven success scaling digital storefronts on Shopify Plus and managing omnichannel retail programs.
Strong track record in digital merchandising, UX optimization, and creative brand storytelling.
Experience collaborating across large organizations and aligning with leadership vision.
Deep knowledge of social commerce, influencer marketing, and paid growth channels.
Excellent analytical and project management skills, with the ability to balance creativity and data-driven decision-making.
Strong vendor/partner management skills, including licensing, compliance, and third-party integrations.
Preferred Skills:
Background in fashion, luxury, or lifestyle merchandising to elevate GM’s brand presence.
Experience with AI-driven personalization and automation tools for site optimization.
Familiarity with automotive, consumer lifestyle, or global brand ecosystems.
Comfort navigating large, complex organizations while driving digital-first transformation.
Compensation:
The expected base compensation for this role is: ($94,800-$151,400). Actual base compensation within the identified range will vary based on factors relevant to the position.
Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.
GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP (e.g., H-1B, TN, STEM OPT, etc.) NOW OR IN THE FUTURE.
#LI-MO1
Why Join Us
This is more than an eCommerce role. It is an opportunity to reshape how consumers experience some of the most iconic automotive brands in the world.
At GM, we are building a modern digital ecosystem that reflects the innovation of our vehicles. The eCommerce Lead will play a critical role in transforming merchandise from legacy programs into elevated, fashion-forward, and culturally relevant experiences.
You will collaborate across Cadillac, Chevrolet, Buick, GMC, and GM each with its own unique identity, and bring them together under a cohesive, world-class digital vision.
If you are passionate about design, technology, and storytelling, and you want to help global brands connect with fans in fresh, modern ways, this role is where you will make an impact.
You will not just optimize a site. You will help define the future of digital fandom at GM.
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.
Benefits Overview
From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.
Non-Discrimination and Equal Employment Opportunities (U.S.)
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.
All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.
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
General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us or call us at 800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.
About the job
Apply for this position
eCommerce Lead
Job Description
Remote/Hybrid: This role is based REMOTE but if you live within a 50-mile radius of Warren, MI - Cadillac Tower you are expected to report to that location three times a week, at minimum. This job may be eligible for relocation.
The eCommerce Lead will own and scale GM’s multi-brand digital merchandising ecosystem, spanning Chevrolet, Cadillac, Buick, and GMC. This role goes beyond site operations: it is about transforming GM’s eCommerce program into a flagship growth engine and building emotional fandom around our brands.
The ideal candidate brings a blend of eCommerce strategy, digital merchandising, and creative brand storytelling, with the ability to turn legacy programs into fashion-forward, digital-first consumer experiences.
Key Responsibilities:
Strategic Leadership & Collaboration
Build and execute a unified eCommerce strategy across all GM brands, balancing revenue growth with brand elevation.
Collaborate with brand leads, licensing partners, and external vendors to plan and execute product launches, online drops, and seasonal campaigns.
Establish structured processes and governance to shift the program from reactive fixes to proactive, planned execution.
Act as the bridge between GM leadership, brand teams, and external partners, ensuring alignment on timelines, budgets, and creative direction.
Digital Storefront & Merchandising
Own the day-to-day operations of GM’s eCommerce ecosystem, including Shopify Plus management, product launches, navigation, and cross-brand promotions.
Drive product presentation excellence with consistent imagery, styling, and storytelling that reflect the luxury and innovation of GM brands.
Partner with brand and design teams to ensure assortments are modern, on-trend, and aligned with fandom-building goals.
Oversee vendor and licensing partner relationships to maintain compliance, quality, and brand standards.
Marketing & Growth Channels
Partner with marketing teams to expand GM’s eCommerce presence into modern growth channels, including future pilots of TikTok Shop, Instagram Shopping, and Amazon storefronts.
Support influencer and paid media strategies that drive traffic, conversion, and brand fandom.
Identify opportunities for exclusive online drops, seasonal promotions, and collaborations that reinforce GM as a cultural brand.
User Experience & Site Optimization
Leverage analytics to optimize site navigation, checkout flows, and mobile performance.
Implement A/B testing, personalization, and AI-driven optimization to continuously enhance the customer journey.
Collaborate with IT and external partners to accelerate site changes and ensure seamless integrations.
Ensure compliance with accessibility and global eCommerce standards.
Data & Insights
Monitor and report on KPIs: traffic, conversion rate, AOV, revenue, and product/category performance.
Translate insights into actionable strategies for product, merchandising, and marketing.
Partner with analytics teams to refine dashboards and forecasting models for leadership visibility.
Qualifications:
Bachelor’s degree required; MBA or advanced degree preferred.
5+ years of experience in eCommerce, merchandising, or digital marketing, ideally with multi-brand or global portfolio experience.
Proven success scaling digital storefronts on Shopify Plus and managing omnichannel retail programs.
Strong track record in digital merchandising, UX optimization, and creative brand storytelling.
Experience collaborating across large organizations and aligning with leadership vision.
Deep knowledge of social commerce, influencer marketing, and paid growth channels.
Excellent analytical and project management skills, with the ability to balance creativity and data-driven decision-making.
Strong vendor/partner management skills, including licensing, compliance, and third-party integrations.
Preferred Skills:
Background in fashion, luxury, or lifestyle merchandising to elevate GM’s brand presence.
Experience with AI-driven personalization and automation tools for site optimization.
Familiarity with automotive, consumer lifestyle, or global brand ecosystems.
Comfort navigating large, complex organizations while driving digital-first transformation.
Compensation:
The expected base compensation for this role is: ($94,800-$151,400). Actual base compensation within the identified range will vary based on factors relevant to the position.
Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.
Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life insurance, paid vacation & holidays, tuition assistance programs, employee assistance program, GM vehicle discounts and more.
GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORSHIP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP (e.g., H-1B, TN, STEM OPT, etc.) NOW OR IN THE FUTURE.
#LI-MO1
Why Join Us
This is more than an eCommerce role. It is an opportunity to reshape how consumers experience some of the most iconic automotive brands in the world.
At GM, we are building a modern digital ecosystem that reflects the innovation of our vehicles. The eCommerce Lead will play a critical role in transforming merchandise from legacy programs into elevated, fashion-forward, and culturally relevant experiences.
You will collaborate across Cadillac, Chevrolet, Buick, GMC, and GM each with its own unique identity, and bring them together under a cohesive, world-class digital vision.
If you are passionate about design, technology, and storytelling, and you want to help global brands connect with fans in fresh, modern ways, this role is where you will make an impact.
You will not just optimize a site. You will help define the future of digital fandom at GM.
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.
Benefits Overview
From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.
Non-Discrimination and Equal Employment Opportunities (U.S.)
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.
All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.
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
General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us or call us at 800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.