Shifting GM’s messaging to be anything but general.
BRAND
General Motors
(including GMC, Certified Service, and Envolve)
ROLE
Digital & Direct Mail Copywriting
Scriptwriting
In-Dealer Marketing
Concept Development
Campaign Strategy
Brand Voice & Messaging
Team
CLM: Jennifer Gottschalk
CCA: Gary Kunkel, Nadia Karaj
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From loyalty marketing to recall outreach, my work at GM has been all about making meaningful connections with drivers.
On the Customer Care and After-Sales (CCA) team, I’ve developed and executed creative across every touchpoint — emails, online ads, in-dealer activations, videos, and more — to ensure every campaign element delivers an impact.
In-Dealership Posters
Seasonal posters hung up in Certified Service dealerships to promote the Fresh Start Tire Event
Audio Ads
Spotify, Pandora, and good ole fashioned radio ads
Let Us Do The Work
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Let Us Do The Work 〰️
Endless online info leads to decision fatigue — especially when it comes to something you rely on as much as your tires. Leaning into that insight, this campaign reminds owners they have more important things to do than become a tire expert. With factory-trained techs, original equipment tires, and a price match guarantee, GM Certified Service makes tires less tiring.
On the Customer Loyalty Marketing (CLM) team, I’ve fine-tuned the GMC voice, crafting engaging digital content that keeps owners invested in their professional-grade vehicles.
The results:
Delivering creative for GM’s largest and most complex Customer Automated Notification System (CANS) program to date, providing GMC customers with engaging and informative resources throughout the process of receiving their new vehicle.
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Reinforcing brand relationships on a regular cadence with aggregated digital communications shared with millions of GMC customers.
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Producing a truly unique experience for the exclusive HUMMER House event. We developed a strategy, created a registration site, crafted messaging to ensure a seamless process for the 500+ HUMMER EV reservationists, celebrities, and press in attendance. This set the stage for VIPs Meek Mill and DJ Khaled to host the world debut of the limited-edition 2024 GMC HUMMER EV3X Omega Edition.
The campaign generated 50+ pieces of press coverage and 140+ social posts with a reach of 500M.
