Manager Management
Resume:
Grosse Pointe Woods, MI ****6
******************@*****.***
Nancy J. Gonzalez
SUMMARY: Nancy Gonzalez holds a Carnegie Mellon Masters. She is a
consumer-centric Marketing executive with over 20 years of
leadership experience designing and delivering results in
global digital product marketing and finance. Nancy has a
proven track record in the use of integrated digital
marketing programs leading to increased profits and market
share in both established and emerging global markets.
Nancy excels in building common, shared organization and
internal vision for growth, measuring performance and ROI
and inspiring teams to deliver.
Prior to her current assignment leading GM's Global search
and display teams, Nancy led GM's Global B2C website
strategy team. Here is where she changed GM's digital
website world by overhauling the way in which GM designs,
develops and executes websites via the adoption of a common
digital auto shopping "mindset" and a radically different
model for website production and management. This formula
for online marketing success is currently being rolled out
today with a top-notch digital agency who was scoped and
procured under Nancy's leadership. Launch of this web
program began globally in one of the most politically
charged parts of GM's organization and was subsequently
delivered to key emerging markets. Nancy's world-class
communication and relationship building skills were
leveraged to foster this successful strategy and re-create
GM's footprint in the online digital space.
Nancy began her career as a Kettering co-op student with
General Motors Corporation. Upon graduating she spent 7
years with Chevrolet Motor Division, 2 years with GMAC
(finance Division of GM), 3 years with eGM (GM's global
digital start-up Division), 4 years with Global Sales
Service & Marketing (CRM), 3 years in Global Digital CRM,
and 1 year with Buick, Pontiac & GMC.
I am a consumer of new media. I have learned where
consumers spend their time is where marketers must build
their brand. Today's consumer is online. This is where
organizations and traditional marketers must be. There is
a new way of building brands --- it is on the Internet
using new media building consumer consideration and loyalty
"one click at a time".
AREAS OF EXPERTISE:
Digital Marketing, Search Marketing, Online Advertising &
Media Planning, International Consumer Website design and
roadmap creation (including both content management and
customer facing experience development), Customer
Relationship Management (both B2C and B2B) specializing in
new customer acquisition and retention, Social Media
Tactics, Lead Management, Global Project management,
Communications & Training, Marketing, Financial services
expertise, Leadership, Agency and Budget management
EXPERIENCE: GENERAL MOTORS, CORP MARKETING & ADVERTISING; June 2009-
Current
Global Digital Marketing & Advertising, Search & Display
Detroit, Michigan
- In Nancy's current role she oversees the execution of
GM's Global Search and display strategies across GM's US
& global brands. Day to day responsibilities include
creating and guiding the vision, goals, objectives and
tactics for the national, tier 2 and local (tier 3)
Search & Display (PPC (e.g. sponsored search,
retargeting, etc.), SEO and in-site search leveraging
the GSA) marketing strategies for the global digital
marketing team.
- Execute Retention, Segment, Conquest, Awareness and
collaborative targeting campaigns (based on CRM database
models) for GM's in-market OLA campaigns
- Design, test and roll-out creative OLA units. Monitor
creative performance via CTR, IMM (leveraging DART,
Doubleclick, Tumri technologies) and success events.
Oversee negotiations with media agencies for maximum
efficiency.
- Communicate and train GM's advertising best practices in
Search & OLA across business entities globally
- Optimize General Motors' placement and advertising
strategy on 7+ third party sites
- Responsible for improving editorial relationships with
digital advertisers
- Lead online strategy and customer experience roadmap
development for online video optimization (YouTube),
mobile and social strategies
- Proficient with utilizing DART, Google AdWords, Kenshoo,
BenchTools, Conductor and other search management tools
such as Omniture Search Center & Test and Target
BUICK-PONTIAC-GMC, GENERAL MOTORS; Oct. 2008-June 2009
Customer Relationship Management & Digital Marketing
Manager
Detroit, Michigan
- Design and implement customer relationship campaigns for
current, former and conquest audiences
- Lead development of launch campaigns online for three
new vehicles
- Develop and execute plans to sunset Pontiac brand online
GLOBAL CUSTOMER NETWORK,
Global Digital Customer Relationship Mgmt; 2005-2008
General Motors Global Web Strategy & US Customer
Relationship Management
Detroit, Michigan
- Created vision and strategic roadmap for common global
web platform. Inclusive of: Content Management
Solution, Lead Management technology, SEO optimization,
Metrics, Tagging, Governance & Onboarding Model, Agency
selection & Procurement process
- Conducted needs analysis, requirements definition,
online vision, online experience strategy and multi-year
implementation roadmap for automotive website shopping
experience
- Managed the vision for the next generation internet
strategy including CGI & mobile implementation
GENERAL MOTORS GLOBAL SALES SERVICE AND MARKETING; 2002-
2005
Global Operations & Digital Marketing Manager, www.gm.com
Detroit, Michigan
- Implement corporate website strategy inclusive of:
website design, development, maintenance, metrics,
call center support, Chat (Instant Service), and in-
site search (Google's Search Appliance)
- Managed Omniture online metrics solution for GM
- Rationalized GM's translation services processes.
Implemented localization vendor in a governance model
(Enterprise Translations Center) to standardize
processes to create a consistent translations voice
at a lower price point
- Manage domain names & trademark infringement
GLOBAL eGM; 2000-April 2002
Web Marketing Manager - Web Solutions
Detroit, Michigan
- Developed digital autoshow experiences and launched
GM's employee portal to facilitate GM employee and
eligible family members with purchasing a new vehicle
- Managed alliance partner relationships with MTV, eBay
and Noggin
- Implemented youth weblog (www.curve.com) to attract
youth online in the UK
- Created mobile commerce solution called "All in One".
Included developing a mobile portal relevant to youth
available on mobile devices in the US market.
Leveraged the "business web" to promote partnerships
with key e-tailers.
- Coordinated e-GM's recruiting program for students
GENERAL MOTORS ACCEPTANCE CORPORATION (GMAC); 1999-2000
Acquisitions Analyst
Denver, Colorado
- Responsible for $250MM in indirect lending decisions for
retail, lease and Smartbuy vehicle transactions
Sales & Leasing Consultant - Trainer, Western Operations; 1997-1999
Agoura Hills, California
- Sell, train, analyze and track in-dealership training
programs for GMAC in order to retain customers, lower
salesperson turnover, and improve dealership new and
used vehicle inventory
CHEVROLET MOTOR DIVISION
Assistant Regional Distribution Manager, Rocky Mountain
Region; 1994-1997
Englewood, Colorado
- Distribution/Logistic/Sales specialist responsible for
25 new vehicle dealerships in the Pacific Northwest
- Design & teach inventory management and distribution
process (including incentives) to GM dealers
- Implemented computerized/technical software solution for
district sales managers
Assistant Regional Distribution manager, Southeast Region;
1993-1994
Atlanta, Georgia
- Distribution/Logistic/Sales specialist in Southeast,
USA.
- Guided the transition of the centralized marketing
center (with operations in Warren, MI) to a new
distribution strategy involving teamwork and
collaboration
Contractual Administrator, New Dealer Development; 1990-
1993
Tampa, Florida
- Conducted the initial solicitation and proposal review
process recommending new Chevrolet Dealer Operators for
GM franchises
- Executed franchise agreements with new dealers.
Prepared legal contracts, negotiated terms and tracked
dealership performance after signing.
Strategic Product Planner; 1990-1993
Warren, Michigan
- Guided the development of marketing strategy for GEO
Prizm joint venture program with Toyota
- Developed target market and technical specifications for
the 1992 Geo Prizm midsize car
- Conducted image and buyer behavior profile to identify
consumer needs segment for the Corvette ZR-1 positioning
strategy for concept initiation
Truck Merchandising; 1989-1990
Warren, Michigan
- Administered and coordinated in-dealership recognition
programs to recognize salespeople in Honor Clubs.
GENERAL MOTORS CORPORATION
Marketing & Product Planning Staff, Co-Op Strategic
Planner; 1985-1988
Detroit, Michigan
EDUCATION: Carnegie Mellon University, Masters of Science in Information
Technology- Information Systems Management, May 2003
GMI Engineering & Management Institute (Kettering
University), BS in Management Systems, June 1990
PROFESSIONAL
PUBLICATIONS &
MEMBERSHIPS: Conference board. Member of the Digital Strategy
Council which is a consortium of companies who address the
maturing of the Internet in the context of evolving digital
media.
Thesis: Re-engineering the Lead Management process at GMCN:
Exploration of e-fulfillment Alternatives & Personalization
(Carnegie Mellon)
Thesis: Consumer Needs Analysis/Multivariate Data Techniques for
Segment Planning Purposes. Outstanding Achievement. (GMI
EMI)
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