Brian Costello

Head of Owner Growth Marketing General Motors

Brian Costello is Head of Digital Services Demand Generation – Performance-Driven Marketing (PDM). Brian leads efforts in creating the ‘best-in-world’ performance and demand generation strategies for GM’s digital products and services, ecommerce and other GM owned business units. He and the GM PDM team are growing GM’s data-driven, performance capabilities to increase revenue generation for GM’s digital services and digital first businesses. Previously, Brian was responsible for the deployment of all paid media strategies and tactics for Staples’ multiple brand portfolio. He drove Staples transformation of media to a measurable, performance-based model focused on CAC (cost of acquisition) and LTV (lifetime value) in support of revenue & profit growth. Prior to Staples, Brian has a wealth of experience leading media transformation with direct-to-consumer (DTC), retail / retail.com / eCommerce, and B2B. His previous stops included brands such as SharkNinja and Monster.com and agency side as Chief Digital Officer for GYKAntler. He also has been an entrepreneur, founded a number of brand and media focused start-ups that were later acquired – including the multi-award winning Barbarian Group, where he worked with brands such as Nike, Volkswagen and Apple. Brian has a deep passion for driving business results through media, and understands the linkage between creative, media and analytics.