Senior Product Manager, In-Vehicle Setup Experience

At General Motors, our product teams are redefining mobility. Through a human-centered design process, we create vehicles and experiences that are designed not just to be seen, but to be felt. We’re turning today’s impossible into tomorrow’s standard — from breakthrough hardware and battery systems to intuitive design, intelligent software, and next-generation safety and entertainment features. Every day, our products move millions of people as we aim to make driving safer, smarter, and more connected, shaping the future of transportation on a global scale.

As Senior Product Manager, In-Vehicle Setup Experience, you will own the in-vehicle product experience and roadmap for setup and onboarding. You will translate customer needs, business objectives, technical constraints, and vehicle-program timing into a clear product strategy and prioritized set of outcomes.

You will help create a day 0 through n experiences that are welcoming, relevant, easy to understand, and valuable without delaying drive readiness. You will also establish the operating model and partnerships needed to make the experience consistent across in-vehicle, mobile, and web surfaces.

You will lead the product vision, strategy, and execution for GM’s in-vehicle setup experience—the customer’s first guided interaction with the vehicle. This role will make setup intuitive, personalized, and reliable by shaping the in-vehicle journey across account association, sign-in, pairing, profile setup, personalization, feature discovery, and drive readiness.

You will work closely with mobile, web, design, personalization, program management, legal, and privacy teams to deliver a cohesive setup journey across touch points. The role combines customer-centered product strategy with strong execution discipline across complex software, vehicle, and service dependencies.

• →Define and communicate the vision, strategy, roadmap, and success measures for in-vehicle setup.
• →Own the in-vehicle setup journey from vehicle association and sign-in through profile creation, pairing, feature configuration, and completion or deferment.
• →Partner with mobile, web, identity, personalization, privacy, and connected-services product teams to create a coherent end-to-end customer journey.
• →Translate customer research, behavioral data, competitive insights, and business priorities into product requirements and investment recommendations.
• →Lead discovery and prioritization for setup capabilities such as personalized welcome, account and profile association, Bluetooth and key pairing, digital key or key-fob setup, application onboarding, and feature education.
• →Define clear experiences for successful and unsuccessful paths, including retry, defer, support, complete-later, and cross-session resume behavior.
• →Establish and monitor key performance indicators such as setup completion, activation success, pairing success, time to completion, feature adoption, customer satisfaction, and recovery success.
• →Collaborate with design and human-factors partners to create simple, accessible, and brand-consistent in-vehicle experiences.
• →Partner with engineering and architecture teams to define actionable requirements, acceptance criteria, service dependencies, data ownership, and quality expectations.
• →Align with vehicle program, software release, validation, and launch teams to manage timing, scope, risks, and readiness.
• →Work with legal, privacy, cybersecurity to ensure account, consent, identity, and personalization flows meet applicable requirements.
• →Make tradeoffs explicit, resolve cross-functional conflicts, and communicate decisions clearly to stakeholders and leadership.
• →Drive product quality by using customer evidence, telemetry, testing, and operational feedback to identify and address friction.
• →Support launch planning, rollout strategy, issue triage, and post-launch learning for global vehicle programs.

• Bachelor’s degree or equivalent experience.
• 7+ years of experience in digital, software, connected-product, automotive, or technology product management.
• Experience owning customer-facing products across complex technical and cross-functional environments.
• Experience defining product vision, strategy, roadmaps, requirements, and measurable outcomes.
• Experience delivering products that span multiple surfaces or platforms, such as vehicle, mobile, web, cloud, or embedded systems.
• Demonstrated ability to balance customer needs, business objectives, technical constraints, quality, privacy, and delivery timing.
• Strong ability to lead through influence and create alignment across product, design, engineering, program, legal, privacy, marketing, and operations teams.
• Strong written, verbal, presentation, and storytelling skills, including the ability to explain complex concepts to varied audiences.
• Experience using customer research, analytics, experimentation, and product metrics to make decisions.
• Ability to operate effectively in ambiguity, manage competing priorities, and drive progress toward clear outcomes.

• Experience with in-vehicle infotainment, automotive software, connected services, digital onboarding, identity, personalization, or account-based experiences.
• Experience with vehicle setup, onboarding, activation, pairing, digital key, profile, or first-use experiences.
• Experience integrating mobile, web, cloud, and embedded or in-vehicle experiences.
• Familiarity with software-defined vehicle development, vehicle program milestones, or embedded software release processes.
• Experience working with privacy, consent, cybersecurity, authentication, or authorization requirements.
• Experience launching products globally and adapting experiences to regional or market-specific needs.

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.

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.

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