Marketing Manager: Growth, CRM & Product Adoption Leadership Role

General Motors has appointed a new Marketing Manager for its DSX division in Mexico City, tasked with leading growth, customer relationship management (CRM), and product adoption initiatives for OnStar, the company’s connected-car services platform.

According to a June 29, 2026 job posting on General Motors’ official careers page, the role will focus on driving user acquisition, engagement, and retention—key priorities as GM expands its digital services footprint in Latin America. The position reports directly to the DSX leadership team, underscoring its strategic importance in a region where connected-car adoption is accelerating.

GM’s move comes as the automaker deepens investments in OnStar, its flagship telematics and subscription-based services, which now include advanced driver assistance, emergency response, and vehicle diagnostics. The company has previously cited Latin America as a growth market for these services, with Mexico serving as a regional hub for its operations.

The job listing specifies that the Marketing Manager will collaborate with cross-functional teams—including product, sales, and technology—to refine OnStar’s value proposition for Mexican consumers. This aligns with GM’s broader strategy to integrate software-driven features into its vehicle lineup, a shift that has gained urgency amid rising competition from Tesla and traditional automakers like Volkswagen and Hyundai.

Why is this role critical for GM’s Latin America strategy?
The appointment reflects GM’s push to scale OnStar beyond North America, where the service has long been a cornerstone of its luxury and mid-market brands like Cadillac and Buick. In Mexico, where digital adoption is outpacing some regional peers, GM is positioning OnStar as a differentiator in a market increasingly price-sensitive yet tech-savvy.

A 2025 report by the Mexican Association of Automotive Industry (AMIA) highlighted that 42% of new vehicle buyers in the country now prioritize connected features, up from 28% in 2022. This trend has spurred GM to allocate dedicated marketing resources to OnStar, with the new manager overseeing campaigns tailored to local consumer behaviors.

What are the key responsibilities of the DSX Marketing Manager?
The job description outlines three core areas:

1. User Acquisition: Developing strategies to attract subscribers, including partnerships with dealerships and digital marketing campaigns.
2. CRM and Retention: Implementing tools to measure customer satisfaction and reduce churn, a critical metric for subscription-based services.
3. Product Adoption: Aligning OnStar’s features with GM’s vehicle lineup, such as integrating the service with upcoming electric models like the Chevrolet Bolt EV.

The role also requires fluency in Spanish and English, reflecting GM’s focus on Mexico as both a domestic and export market for its vehicles.

How does this fit into GM’s global digital services expansion?
GM’s DSX division, which oversees OnStar and other digital platforms, has been restructuring its leadership in recent months. In April 2026, the company promoted María Rodríguez to head DSX’s Latin America operations, a move that signaled increased investment in the region. The new Marketing Manager’s appointment builds on this by adding a dedicated growth function for OnStar.

Industry analysts note that GM’s strategy contrasts with rivals like Ford, which has prioritized in-house software development for its BlueCruise driver-assistance system. By leveraging OnStar’s existing infrastructure, GM aims to avoid the high upfront costs of building a new platform while still competing on innovation.

What comes next for OnStar in Mexico?
While GM has not disclosed a timeline for new OnStar features in Mexico, the hiring suggests immediate plans to launch targeted promotions. The company’s 2026 investor presentation indicated that Latin America could contribute 15% of OnStar’s global subscriber growth by 2028, up from 8% in 2025.

The Marketing Manager’s success will hinge on balancing cost efficiency with premium positioning—a challenge given Mexico’s competitive automotive market. Competitors such as Nissan’s Safety Shield and Hyundai’s Blue Link offer similar services at lower price points, forcing GM to differentiate through bundling or exclusive features.

For now, the appointment marks a clear signal: GM is treating OnStar’s expansion in Mexico as a priority, with dedicated talent and resources to drive adoption in one of the world’s fastest-growing automotive markets.