General Motors
General Motors Certified service
I am currently a copywriter at MRM Detroit as part of the General Motors Customer Care & Aftersales team. I maintain and produce copy on all GM Certified Service pages and cross-brand features for Buick, GMC, and Cadillac.
I also develop innovative new content for CCA business verticals like Chevrolet Performance to promote services and parts. A significant part of my day-to-day responsibility is adapting technical automotive writing into relevant, readable customer-facing copy for several target demographics and brand voices.
My work for GM is viewed over 50 million times annually with high engagement and customer purchasing outcomes.
GM ASEP “Bring Us Your Talent” Campaign Refresh
For the 2023 refresh of the GM Automotive Service Education Program’s “Bring Us Your Talent” campaign, I generated engaging new copy and transformed existing copy assets to create a new site suite for potential GM dealer technicians.
This includes auxiliary pages for frequently asked questions and featured technician stories with integrated video content.
This campaign has been awarded a 2024 Effie in the Automotive Aftermarket category for its effectiveness in raising annual applications by 93% in the last year alone.
GM/ACDelco Parts eCommerce Development
I developed new copy for the launch of GM Genuine Parts and ACDelco’s joint eCommerce site across brands, working with my creative team to enhance existing assets and create a user-friendly interface.
My team also created a Figma composite of the entire parts.gmparts.com site to streamline future edits and visualize changes prior to updating the live sites.
Post-launch, I am responsible for updating all promotional masthead copy across brand parts sites on a monthly basis in collaboration with UX and developers.