GM Financial – Content & Communications Transformation
Role: AVP, Content & Communications
Client: GM Financial
This project transformed GM Financial’s content and communications function into a strategic, enterprise-scale capability. The work established the foundation for consistent, customer-focused storytelling while supporting brand growth, regulatory change, and business continuity during periods of rapid expansion and disruption.
The Challenge
GM Financial needed to evolve from fragmented, tactical communications into a cohesive, scalable content operation that could support millions of customers, multiple brands, and a highly regulated financial environment.
my role
As the inaugural Assistant Vice President of Content and Communications, I built and led the enterprise content strategy, standing up teams, processes, and editorial standards from the ground up. I developed the corporate voice and tone, launched customer-facing editorial platforms, and aligned content strategy across marketing, customer experience, digital, and dealer channels. I also led communications planning through major initiatives, including brand expansion, platform changes, regulatory updates, and crisis communications during COVID-19 and natural disasters.
The impact
Year-over-year content impressions increased more than 200%, with ongoing optimization driving a 60% increase in engagement. Content initiatives influenced credit application activity and generated more than $1M in lead-driven revenue. Operational improvements reduced customer service friction, increased digital adoption, and strengthened trust with customers and internal stakeholders across the enterprise
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