The Detroit-based automaker named Tim Mahoney as chief marketing officer global Chevrolet and global GM marketing operations leader, effective April 1. Since 2011, Mahoney has been the chief product and marketing officer.
DETROIT- General Motors Co. today named a former Volkswagen executive to lead its Chevrolet marketing, including its “Find New Roads” campaign.
The Detroit-based automaker named Tim Mahoney as chief marketing officer global Chevrolet and global GM marketing operations leader, effective April 1. Since 2011, Mahoney has been the chief product and marketing officer.
Mahoney will be responsible to execute Chevrolet’s new brand platform and for overall coordination of GM’s global marketing operations, according to GM. He will report to GM Vice President, U.S. Sales and Service, and interim GM Global Chief Marketing Officer Alan Batey
General Motors on Feb. 25 named Tim Mahoney as Chief Marketing Officer Global Chevrolet and Global GM Marketing Operations Leader, effective April 1.“Tim’s experience and passion for the automotive marketing business, combined with his innovative and collaborative style, has made him one of the most respected marketers in the business,” Batey said in a statement.
Mahoney has an extensive background in global automotive marketing serving in a variety of marketing positions at Subaru of America and Porsche Cars North America, Inc.
The 56-year-old joins Chevrolet during one of the most pivotal times in the brand’s recent history, including an aggressive product overhaul.
Chevy recently launched its “Find New Roads” ad campaign and is set to launch 13 new or significantly redesigned models in the U.S. in 2013, including its full-size pickups, flagship Impala full-size sedan and 2014 Corvette Stingray.
When announcing "Find New Roads" in January, GM officials said the campaign is meant to resonate with Chevrolet customers and employees alike in the brand’s more than 140 countries.
About 63 percent of Chevrolet’s sales last year came from outside of the U.S., and the new campaign and tagline are simple, flexible and understood around the world, according to Batey.
“What we want this to be is something that really becomes a north star, a rallying call, for all of our internal staff every day,” he told MLive.com in January.“It’s what we do -- it’s 'Find New Roads,' and use the power of ingenuity to really inspire us.”
Email Michael Wayland: MWayland@mlive.com and follow him on Twitter at twitter.com/MikeWayland