GM Gets A CMO: Ewanick Will Take On The World

Bertel Schmitt
by Bertel Schmitt

In a nod to the fact that growth lies elsewhere on the globe, GM created a new position rarely seen elsewhere: Chief Marketing Officer (CMO). Job description: Head and direct global marketing. Job filled by: Joel Ewanick.

The marketing maven joined GM in May, after a very short (and apparently not too happy) stint at Nissan. Ewanick became famous for his marketing work for Hyundai and for implementing gutsy marketing strategies. Ewanick is credited for a lot of Hyundai’s U.S. success.

According to the official GM communiqué, “Ewanick, 50, will report to Dan Akerson as Global CMO and continue to report to Mark Reuss, president, GM North America in his current U.S. marketing role.” Akerson calls Ewanick “the right leader to take GM’s marketing strategy to the next level.”

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Robert.Walter Robert.Walter on Dec 17, 2010

    Is this a change in name and/or mission? And to be honest, isn't every board-level v.p. of marketing essentially a CMO? Or is there something more to this that I've missed in the article like a separation of the sales and marketing functions?

  • Buickman Buickman on Dec 17, 2010

    non event

  • Stevelovescars Stevelovescars on Dec 18, 2010

    Actually, the CMO title is far from rare. It's been all the rage for companies to put this title on the VP (or senior VP or marketing) for the past 10 years or so.

  • Buickman Buickman on Dec 18, 2010

    a Cruze LS that doesn't come with Cruise. a new Regal not available in Red. more confusing incentives than ever, dealers being strong armed into spending useless millions on store rehabs requiring grossly overpriced materials, perfectly fine ad agencies ditched after decades for personal friends of new hires...yes the marketing at GM has changed, it's gotten worse since Ebonic has been "movin' on up"

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