Open to opportunities

Bryan Willmert

@bryanwillmert

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I build profitable DTC, merchandise, lifecycle, and growth engines that scale revenue without scaling cost.

United States

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What I'm looking for

I'm looking to lead commercial growth where I can own the full stack—merchandise, margin, lifecycle, acquisition, and content operations—and rebuild underperforming programs into profitable engines that earn investment.

At General Motors, I lead Buick and GMC merchandise and cross-brand growth marketing, delivering 85% month-over-month revenue growth after rebuilding a long-neglected program. I own assortment, inventory, creative direction, acquisition, retention, margin, and profitability under a mandate to double revenue.

I've built growth across GM, Willy B's Barbecue, Symphony Talent, Digital Roots, and Weber Shandwick—from 130% DTC revenue growth and a 26% merchandise margin lift to $32M in annual revenue growth. I bring hands-on commercial ownership across lifecycle, CRM, partnerships, content operations, analytics, and teams, including AI-enabled models that reduced enterprise content production costs by 70%.

Experience

Work history, roles, and key accomplishments

Current

Buick & GMC Merchandise and Cross-Brand Growth Marketing Lead

Current

General Motors

May 2026 - Present (4 months)

Owns the Buick and GMC merchandise business end to end, delivering 85% month-over-month revenue growth by correcting structural gaps. Directs integrated cross-brand acquisition and retention across email, social, search, and mobile app.

Merchandise Strategy Assortment Planning Inventory Strategy Growth Marketing Email Marketing Social Media Search Marketing Mobile App Marketing P&L management Margin Management Cross functional Leadership

Current

Founder & Owner

Current

Willy B's Barbecue

Jun 2020 - Present (6 years 3 months)

Built and scaled a DTC e-commerce brand to 130% year-over-year revenue growth, owning product mix, pricing, margin, and marketing spend. Grew site traffic 48% and cut bounce rate 67% through go-to-market strategy and conversion optimization.

DTC Marketing Product Mix Pricing Margin Management Go To Market Strategy Influencer Collaboration Partnership Marketing

Assistant Manager, Product Education

General Motors

Oct 2024 - May 2026 (1 year 7 months)

Cut content production costs 70% across GM brands by pioneering an AI-enabled production model. Lifted NPS by designing customer onboarding journeys and built a global content governance framework.

Content Governance Customer Onboarding NPS Global Content Strategy Cross functional Leadership Stakeholder Management

Customer Experience Performance Lead → Chief of Staff, Customer Experience

General Motors

Jun 2018 - Apr 2022 (3 years 10 months)

Drove a 27% year-over-year increase in positive sentiment by owning global employee experience measurement. Orchestrated enterprise programs across 11 contact center sites in 7 countries and built self-serve analytics dashboards.

Customer Experience Employee Experience Analytics Dashboard Development Program Management Cross functional Leadership Agency Management

Vice President, Client Strategy & Services

Symphony Talent

Jun 2016 - Apr 2018 (1 year 10 months)

Led the firm's largest account team, delivering $32M in annual revenue growth. Turned underperforming client partnerships into top revenue drivers and grew revenue 20% YoY by developing and mentoring the team.

Client Strategy Account Management Team Leadership Revenue Growth Segmentation Market Penetration Mentor Client Partnerships

Vice President, Strategic Accounts

Digital Roots

Jun 2014 - Jun 2016 (2 years)

Built and led a team of 11 in client services, lifting customer satisfaction 43% and growing contracts 38%. Delivered $1.2M in reporting cost savings for a Fortune 500 client by building an advanced analytics practice.

Client Services Team Leadership Customer Satisfaction Contract Growth Analytics Reporting Account Growth

Director, Digital

Weber Shandwick

Jun 2012 - Jun 2014 (2 years)

Directed digital and social strategy for flagship accounts generating 32% of agency revenue. Led the award-winning Pure Michigan Instagram program to 225% YoY growth and established the agency analytics practice.

Digital Strategy Social Media Strategy Instagram Analytics ROI Tracking Award Winning Campaigns