Staff Product Manager - Customer Authentication

Job Description

Why Join Us?

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.

The Role

As Staff Product Manager, Customer Authentication, you will define the strategy for secure, simple customer authentication across GM’s web experiences and native mobile application. You will work closely with the vehicle team to ensure that our strategy supports our in-vehicle experiences.

You will lead GM’s transition to progressive, passwordless authentication, including passkeys (FIDO2/WebAuthn), biometrics, mobile-app-to-vehicle handoff, mobile number as identity, persistent authentication, and adaptive or risk-based authentication.

You will partner closely with engineering, IAM/cybersecurity, UX/design, program management, legal, and privacy teams across web, mobile, and vehicle organizations to deliver cohesive authentication experiences aligned to GM's vision: one unified GM identity, recognized securely across every customer interaction — web, mobile, vehicle, and dealer.

This high-impact role sits at the intersection of security, customer experience, and connected vehicle technology. It is suited to a product manager who can navigate ambiguity, understands modern identity standards, and wants to shape how millions of customers access their vehicles and GM services.

You will own authentication — the single most foundational step in every GM customer interaction — and drive GM's transition to a modern, password-less, unified identity ecosystem across millions of customers.

This is a high-visibility, cross-functional role at the center of GM's Account & Identity strategy and the Software & Services product portfolio, with direct exposure to senior and executive leadership.

We hold our product teams accountable for results, not just shipping. You will sign up for measurable outcomes and be expected to influence across teams — through data, logic, and a deep understanding of the customer and the business.

What You'll Do

Product Strategy & Vision

Define and own the product vision and roadmap: for customer authentication across web, native mobile apps, and vehicle — aligned to GM's Account & Identity strategy and the path to a unified, password-less ecosystem.

Lead GM's implementation of progressive authentication methods: including Passkeys (FIDO2/WebAuthn), biometric authentication (Face ID, Touch ID, device PIN), mobile-app-to-vehicle authentication handoff, mobile number as identity (sign in with phone), persistent/silent re-authentication, and adaptive/risk-based authentication.

Analyze market trends, competitive benchmarks, and emerging authentication standards: (FIDO Alliance, NIST SP 800-63B-4, GDPR/CCPA) to position GM's authentication experience as a market leader, on par with Apple ID and other leading digital platforms.

Identify and achieve product OKRs: improving sign-in success rates, reducing MFA friction, decreasing password-related support costs, and growing adoption of low-friction authentication methods across web, mobile, and vehicle.

Product Execution & Delivery

Translate the authentication roadmap into prioritized delivery plans, milestones, dependencies, and progress updates for stakeholders, including executive leadership.

Partner with stakeholders including Account Creation, Identity Strategy, Product Sharing, Vehicle Product Management, OnStar, Loyalty, eCommerce, engineering, design and Legal and Privacy to ensure authentication supports the full customer journey.

Security, Privacy & Compliance

Ensure compliance with security, privacy, and regulatory requirements and standards: including FIDO2/WebAuthn, NIST guidelines, GDPR, CCPA, and GM's internal cybersecurity and privacy policies.

Partner with Cybersecurity and Privacy teams on threat modeling and security design reviews: ensuring phishing resistance, credential stuffing protection, and strong account takeover prevention are built into every authentication experience.

Champion privacy-by-design principles: ensuring minimal PII in authentication flows, customer consent is respected, and customers retain control over their registered authentication methods (passkeys, biometrics, MFA).

Define and govern authentication KPIs and SLOs: including sign-in success rate, sign-in duration, passkey adoption rate, MFA enrollment, fallback usage rates, and authentication error metrics.

Stakeholder Engagement & Leadership

Be the voice of authentication product strategy inside GM: communicating vision, roadmap, progress, and trade-offs clearly to engineers, designers, and senior/executive stakeholders through data-driven written narratives and roadmap presentations.

Serve as the authentication subject-matter expert: educating stakeholders on modern authentication technologies, industry standards, and GM's path to a unified, password-less identity ecosystem.

Align authentication decisions with platform and downstream dependencies: including the CDI platform, vehicle engineering, GM Customer Identity Fabric (GMCIF), and third-party identity providers (Microsoft Entra External ID).

Your Skills & Abilities (Required Qualifications)

• •7+ years of product management experience in digital products, connected services, software platforms, or complex customer experiences.
• •At least 3 years of experience in automotive, in-vehicle interfaces, human-machine interaction, identity, authentication, privacy, cybersecurity, or related products.
• •Demonstrated experience translating customer research, privacy requirements, security considerations, and technical constraints into product strategy and detailed product plans.
• •Experience leading teams across product, engineering, user experience, human factors, testing, legal, privacy, security, safety, and program management.
• •Experience managing roadmaps, priorities, dependencies, and launch execution.
• •Strong understanding of customer identity, account relationships, authentication, authorization, personalization, consent, and data privacy concepts.
• •Excellent written and verbal communication skills, including the ability to explain complex technical and policy topics to executives, designers, engineers, legal partners, and customers.
• •Demonstrated ability to influence, resolve conflict, build consensus, and drive outcomes in a complex organization.
• •Data-driven decision-making skills, including the ability to define and use success measures, product usage data, research, and customer insights.

Hybrid: This role is categorized as hybrid. This means the successful candidate is expected to report to the Warren, MI or Mountain View, CA office three times per week, at minimum.

Compensation: The compensation information is a good faith estimate only. It is based on what a successful applicant might be paid in accordance with applicable state laws. The compensation may not be representative for positions located outside of the California Bay Area.

The salary range for this role is $134,700 to $245,00. The actual base salary a successful candidate will be offered within this range will vary based on factors relevant to the position.

Bonus Potential: An incentive pay program offers payouts based on company performance, job level, and individual performance.

Benefits: GM offers a variety of health and wellbeing benefit programs. Benefit options include medical, dental, vision, Health Savings Account, Flexible Spending Accounts, retirement savings plan, sickness and accident benefits, life ins