General Motors — Content Strategy, Editorial Systems & Employer Brand
Overview
This work combined content strategy, editorial planning, employer brand storytelling, and publishing coordination across the GM Careers Blog and related GM News collaboration.
It included both visible story development and the lighter editorial systems that helped stories move across teams.
Areas of focus
Content strategy
Editorial planning
Employer brand storytelling
Cross-team publishing coordination
Blog and GM News content development
Project Scope
Summary
Content strategy, editorial planning, and employer brand storytelling across GM News, the Careers Blog, talent-facing content, and cross-functional editorial systems.
My role spans strategy and execution, from developing stories and shaping narrative structure to building the lightweight infrastructure that helps content move across teams.
Context
At GM, employee and employer-brand storytelling lives across a complex internal ecosystem that includes Talent Acquisition, GM News, Socrates, Comms, and Legal departments.
The work is not only about creating strong content. It also requires editorial coordination, shared visibility, source-of-truth thinking, and systems that make story opportunities easier to surface, track, and publish.
My public-facing portfolio of work includes employee profiles, career stories, technical and innovation content, and broader “life at GM” narratives.
My Role
I work across content strategy, copywriting, creative direction, editorial planning, interviewing, video scripting/editing, design support, and cross-functional collaboration.
I also help shape the operating structure behind the work: editorial processes, publishing support, shared resources, and practical systems that improve visibility into stories in flight and future opportunities.
Selected Examples
Technical / Innovation Story
A few minutes with Vitaliy Liptchinsky, AI and autonomous driving engineer
An employee-story profile highlighting GM’s AI and autonomous-driving work through the perspective of a technical leader in offboard AI and intelligent mobility.
Veterans / Purpose-Driven Article
Driven to Serve: How Alex Reba supports two missions at once
A veteran-focused employee story about balancing a civilian supply-chain career at GM with service in the U.S. Navy Reserve, highlighting leadership, mission readiness, and the support GM provides to military-connected employees.
Early Career / Leadership Development
On the Right TRACK: How Barbara Scabello built a leadership career at GM
A profile from GM’s early-career TRACK program, showing how hands-on experience in manufacturing can develop into broader leadership, responsibility, and long-term growth inside the company.
Skilled Trades / Manufacturing Profile
Powering Innovation: An Electrician’s Journey at Factory ZERO
A skilled-trades profile centered on Jeff Thompson’s path from manufacturing employee to electrician team leader, highlighting apprenticeship, troubleshooting, and the role skilled trades professionals play in keeping Factory ZERO moving.
Technical / Innovation Story
The future of infotainment runs through Stanley Fok
A technical career story focused on infotainment, product development, and the broader software-driven future of the in-vehicle experience at GM.
Veterans / Purpose-Driven Article
Driven to Serve: How John Gillmer champions veterans and data at GM
A veteran-centered employee story focused on leadership, finance, business-intelligence training, and veteran advocacy, showing how military experience continues to shape John Gillmer’s work and impact at GM.
Early Career / Motorsports
On the Right TRACK: Tahmidul Alam’s speed run into motorsports
A story from GM’s TRACK early-career program, focused on engineering ambition, accelerated development, and the path into performance- and motorsports-related work.
Engineering Profile / Motorsports
A few minutes with GM Formula 1 aerodynamics engineer Anthony Heenan
A technical career profile focused on Anthony Heenan’s path through Formula 1 aerodynamics and his role helping GM and Cadillac build engineering capability ahead of the team’s 2026 debut.
Impact
This work helped make employee storytelling more visible, more repeatable, and more strategically connected across GM’s talent, editorial, and communications ecosystem.
Expanded storytelling visibility around early-career, technical, and veteran employee experiences.
Helped establish recurring editorial lanes, including TRACK and veterans-focused storytelling.
Strengthened cross-team alignment with GM News and related internal stakeholders.
Built lightweight systems that improved visibility into story opportunities, publishing readiness, and editorial coordination.