A few key leaders on Birch's team will report not only to Birch, but also to executives within GM — Deborah Wahl, the global chief marketing officer, and Travis Hester, the global vice president of customer experience.
Birch and much of his team will work closely with GM on marketing, customer experience and digitization.
In September, GM appointed Wahl its first global chief marketing officer since 2012 and Hester to the newly created position of global vice president of customer experience.
The GM Financial reorganization "gives us more laser focus on how we work with our dealer body and our consumer customers and then really focus on the digitization of our platforms," Birch told Automotive News.
Will Stacy becomes executive vice president, chief marketing and digital officer.
He previously was senior vice president and chief marketing officer of North America. In his new role, Stacy will report to both Birch and Wahl.
Bob Beatty was elevated to a newly created role of chief experience officer. He was executive vice president of customer experience. Beatty will report to both Birch and Hester.
Jonas Hollandsworth, previously head of U.S. sales and credit operations, replaces Birch as COO. He reports to Birch.
All executive changes were effective immediately.
"We take … our partnering with GM and how we interact with dealers and consumers very seriously," said Birch.
The changes tie Birch's team together "so we are aligned from a customer experience perspective in North America."