General Motors continues to tweak its marketing department, one of the most turbulent during the company's restructuring, by creating global brand heads and shuffling some management.
Joel Ewanick, who took a newly created global chief marketing officer position in December, has pushed a two-pronged worldwide brand strategy, emphasizing Chevrolet and Cadillac. He started by encouraging Chevrolet's well-funded U.S. team to coordinate and share more with marketers in the other 130-plus countries that sell the brand. The next step, he said, was to create a global Chevrolet chief.
Chris Perry, Ewanick's former Hyundai colleague who had run all GM's U.S. marketing since early this year, now heads Chevy marketing worldwide, Ewanick said in an interview Friday. The U.S. marketing job, which had changed hands four times since GM's 2009 bankruptcy, has disappeared. Ewanick will supervise the global brand heads.
Management shake-ups have characterized GM's restructuring since its bankruptcy, with the marketing department having the fastest revolving door. Ewanick, of Hyundai fame, arrived last year after a several-week stop at Nissan, to run GM's U.S. marketing. He quickly scrapped plans and agencies for Chevy and Cadillac advertising and then, about a year ago, brought in Perry to run Chevrolet.
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