Materazzo Appointed Group Vice President, Toyota Marketing

Jason R. Sakurai
by Jason R. Sakurai
materazzo appointed group vice president toyota marketing

Lisa Materazzo has been appointed group vice president, Toyota Marketing, replacing Ed Laukes, who is retiring after 32 years with the automaker. Materazzo, who currently serves as vice president of Lexus marketing, will run the entire gamut of Toyota division market planning, advertising, merchandising, sales promotions, incentives, NASCAR and motorsports, and all social and digital media. According to Statista, in 2019 Toyota spent $1.51 billion on advertising alone, behind General Motors and Ford.

Unlike some CMOs at other automakers, Materazzo has put in her time in the industry with Toyota. Having joined Toyota in 1998, she has held a variety of marketing-related roles including vice president, vehicle marketing and communications, and corporate manager, media strategy and digital engagement.

Also effective Jan. 4, Vinay Shahani will replace Materazzo at Lexus as vice president – Lexus marketing. Shahani is currently vice president of Toyota integrated marketing operations, a role which he has held since June 2017. In his place, Tony Mueller is promoted to vice president – integrated marketing operations, Toyota marketing, Cynthia Tenhouse ascends to vice president – guest experience, Lexus Division, and Mike Tripp has been appointed vice president – vehicle marketing and communications, Toyota marketing.

Shahani previously, served as senior vice president and chief marketing officer for Volkswagen of America, where he led and directed all aspects of marketing for the Volkswagen brand in the United States. Prior to Volkswagen, Shahani worked for Nissan North America for 10 years in various executive leadership roles across sales, marketing, and manufacturing, most recently as the director of marketing for the Nissan brand.

Materazzo became vice president of marketing for Lexus in January 2019. Prior to that, she served as vice president, vehicle marketing and communications for Toyota North America, and corporate manager, media strategy and digital engagement.

From 2008-2014, Materazzo took a hiatus from Toyota, spending a year at AOL, as director of automotive category marketing. Prior to AOL, she was at Ridemakerz LLC as vice president of marketing and business development, and Brand Sense Partners, as senior director of business development.

Early on, Materazzo spent 10 years at Toyota, ascending from senior product planner, to truck product planning manager, to national manager of long-range planning and to national marketing and communications manager of Scion. With Scion, Materazzi devised the division’s youth marketing strategy and oversaw the execution of print, TV, radio and digital advertising as well as engagement marketing and media planning. Materazzo drove the Scion business, which led to the early success of Toyota’s youth-focused brand.

[Images: Toyota, © 2020 J. Sakurai, TTAC]

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6 of 17 comments
  • Gasser Gasser on Dec 12, 2020

    +1. Please add to the above list #4. On any good deal that the web site offers, the dealer has a $799 “alarm” already added that “cannot be removed”.

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    • Garrett Garrett on Dec 12, 2020

      @slavuta Lexus and Toyota dealers are notorious for that. Honda dealers are almost as bad.

  • Lightspeed Lightspeed on Dec 12, 2020

    Can she stop turning Lexus into the car you look at before buying a Genesis?

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    • Docsoloman Docsoloman on Dec 18, 2020

      For most of those who have only read about the Genesis and have never driven one, they do not how impressive they are. I have driven the BMW 750, MB 500, and Genesis G90 on extended drives, and I would easily put the G90 as at least equal to those 2 models, if not better. Very, very comfortable and loaded luxury car. No, I am not a salesman.

  • Bobbysirhan A friend had one when they first came out. He was CFO of some green California company and could charge the Volt at work. At home, the PHEV gave him an excuse to make his wife park her nicer car outdoors while the Volt get their condo's one-car garage. He liked the Volt, and he spent very little on energy during the 'first one's free!' era of EV ownership. Of course, the green company went bust soon after, and he wound up with a job that involved far more driving and ultimately the need for a more substantial car. I drove the Volt once after his wife had made a return trip to Los Angeles, depleting the battery. I don't know what a first gen Volt drives like with a charged battery, but it was really gutless with two adults, a yellow lab, and a dead battery. My other memory of it was that it had a really cramped back seat for a car that was about as large as a Civic. My friend who bought it liked it though, and that's not always been the case for GM vehicles.
  • MrIcky I think the Shakedown is more my speed of the last call editions- but this is impressive.
  • Dukeisduke I tried watching the live reveal last night, but after 15 minutes of jawing by MT+ personalities (and yes, I like Chris Jacobs and Alex Taylor), I turned it off.
  • Paul MBAs gonna MBA.
  • Zipper69 Clearly beyond German thought processes to simply keep A for IC engine and use "E" for all other so you can have a A6 and a E6.