Big shoes to fill, no doubt, but GM is certain that they've found a worthy replacement, especially if the automaker was willing to remove Docherty from the job in the first place. On May 24th, GM will welcome Joel Ewanick to the team – the man who helped Hyundai build its considerable marketing momentum over the past few years, though he did make a move to Nissan just a few months ago. GM's North American president, Mark Reuss, says, "Joel is highly regarded in industry and marketing circles, and his track record speaks for itself."
In a time when GM needs to give its entire brand image a good once-over, it makes sense to have the best marketing people possible on the team. What's more, with big announcements like Chevrolet ending its 91-year advertising contract with Campbell-Ewald and its new "Excellence for All" slogan on deck, some serious new marketing strategies will have to come into place to move new products off of dealer lots. GM's full press release is available after the jump.
[Source: General Motors]
DETROIT – General Motors today announced that Joel Ewanick has been appointed vice president, U.S. Marketing, effective May 24. Ewanick, 49, will report to Mark Reuss, president, GM North America.
"Joel is highly regarded in industry and marketing circles and his track record speaks for itself," said Reuss. "We are very pleased to have his marketing acumen, creative leadership and energy at GM at this critical time."
As the single point for marketing, Ewanick will have responsibility for improving the positioning of the Chevrolet, Buick, GMC and Cadillac brands and consumer consideration of GM vehicles in the United States.
Most recently, he was vice president of marketing, chief marketing officer for Nissan North America. Before joining Nissan in March, Ewanick served as vice president of marketing for Hyundai Motor America. During his three year tenure, Ewanick earned industry recognition as the most impactful automotive marketer in America; Automotive News' 2009 Marketing All Star of the Year; Brandweek's 2009 Marketer of the Year; and Forbes' Chief Marketing Officer of the Year.
Ewanick succeeds Susan Docherty, 47, whose new position at GM will be announced soon. With extensive sales, service and marketing experience, Docherty has held positions of increasing responsibility in Canada, the U.S., Europe and Asia. Most notable is her brand work, including the launch of the 2010 Buick LaCrosse and GMC Terrain.
"Susan has been deeply involved in GM's sales and marketing initiatives for many years," Reuss said. "With her drive and focus, she has laid the groundwork for solid plans and rejuvenated our agency relationships, placing us in good stead for the future. We look forward to her contribution across the business moving forward."