"Once I was in, I was totally hooked," she says now. "I love the car business. Every day presents a new challenge, and it constantly stimulates all your senses. You can see fast if you succeed or miss the mark completely."
Ms. Meyer jumped ship as marketing communications manager for Ford Motor Co.'s Lincoln Mercury division last November, when Steve Sturm, Toyota's VP-marketing, offered her the opportunity of a lifetime. She's charged with developing marketing for all 18 Toyota brands, including advertising, interactive marketing and direct communications.
Much of Ms. Meyer's current work is hush-hush, since she's creating campaigns for 2003 products. Toyota's new Camry and 4Runner sport-utility vehicle, which launches in September, are hot buttons.
What's her biggest challenge? How to effectively market 18 separate brands, reduce clutter and continuously break through to improve brand image for all Toyota vehicles.
Ms. Meyer notched six years at Ford, including two-year stints for Ford do Brazil, Mazda North American Operations,and Lincoln Mercury. Landing at Lincoln in 1999, she earned her stripes brokering projects like the Manhattan-based U.S. Open tennis tournament and an NBC deal that led to Jay Leno endorsements during the "Lincoln Garage Concert Series" this summer on the "The Tonight Show With Jay Leno."
Ms. Meyer clearly believes in the power of integrated marketing. Tennis pro John McEnroe came aboard to showcase the Navigator, Lincoln LS and Blackwood to more than 600,000 people attending the U.S. Open in August. A direct marketing tie-in lured target buyers to dealerships by offering U.S. Open tickets.
"We took a large sponsorship as the platform and used the entire marketing tool kit to build and enhance the brand image," Ms. Meyer says. The campaign integrated traditional media, direct marketing and on-site "experiential marketing" to tout Lincoln products and build the "American Luxury" brand positioning, she says.
After Ms. Meyer secured her MBA from the University of Pennsylvania's Wharton School, her parents encouraged Ms. Meyer to stretch her wings with study and work in Paris, where she became product manager for W.L. Gore & Associates, which makes Gore-Tex fabric and other products.
Now a vital auto industry player, Ms. Meyer, who turns 40 in December, has garnered considerable attention. Last November, she entered the American Advertising Federation's Hall of Achievement, an honor for achievers under 40. In 2000, Automotive News, a sibling publication of Advertising Age, named her one of the 100 most influential women in the automotive industry.
Toyota boss Steve Sturm praises her "abundance of know-how in a wide range of marketing communications."