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GM's Ewanick Globalizes Marketing Team

Perry to Oversee Chevy's Global Strategy; No U.S. Head of Marketing Named

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General Motors' marketing chief Joel Ewanick has reshuffled his team as GM focuses on building Chevrolet into a global brand, according to Automotive News.

Joel Ewanick
Joel Ewanick

Chris Perry, who in January was tapped as GM's head of U.S. marketing, is now VP-global Chevrolet marketing and strategy, GM spokesman Pat Morrissey said.

Mr. Ewanick, GM's global chief marketing officer, wanted more help in crafting strategies for Chevrolet around the world, Mr. Morrissey said.

Mr. Ewanick has been spending much of his time traveling to far-flung locales such as Thailand and Brazil since December, when GM CEO Dan Akerson promoted him from U.S. marketing chief to the newly created global post.

Mr. Perry, who was recruited last year from Korean automaker Hyundai Motor Co., where Mr. Ewanick had earlier held a post, was head of U.S. marketing for Chevy prior to being put in charge of all four GM brands.

GM will operate without a head of U.S. marketing. Mr. Ewanick will directly oversee each brand's marketing head.

Ewanick has stressed the need for Chevrolet to coordinate its marketing efforts in different countries while still tailoring campaigns to suit various markets.

Chris Perry
Chris Perry

"There are things we'll be able to do and activate in each market around the world that will resonate in each country, and we can pay for it once and get that same bang around the world," Mr. Ewanick told Automotive News in an interview last month.

Don Butler , Cadillac's U.S. VP-marketing, will take on added duties as GM looks to expand the luxury brand globally, Mr. Morrissey said. But regional Cadillac marketing executives will continue to report to Mr. Ewanick.

Rick Scheidt, who in January assumed the post of Chevrolet's VP-U.S. marketing, now leads a new team that coordinates efforts between the marketing and product-planning divisions.

Mr. Scheidt's role is "to be the voice of the customer, making sure that we're driving the right content into our product portfolio," Mr. Morrissey said.

Tony DiSalle, Buick's VP-marketing, will take over GMC as well. John Schwegman, who had been GMC's marketing head, has a new position on Scheidt's new team.

Auto blog AutoAdOplis first reported the news.

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