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Hyundai Overhauls US Marketing To Navigate Evolving Consumer Trends
Hyundai Motor America has restructured its marketing department, creating two new divisions: marketing creative and marketing performance. This change aims to lead the industry with data-driven marketing solutions and innovative creative strategies. Effective August 1, Angela Zepeda will head the marketing creative division as chief creative officer, overseeing social, creative, experiential, and multicultural marketing.
Sean Gilpin will take on the role of vice president of marketing performance. He will manage media buying, customer communications (including CRM, consumer website, digital retail solutions), tier two marketing, and financial management. These U.S. marketing teams will operate under Randy Parker, CEO of Hyundai Motor America. Gilpin will also continue his global duties as vice president of global sales marketing for Hyundai Motor Company.
The restructuring is designed to enhance Hyundai's ability to build effective marketing programs based on data and sales performance. Randy Parker stated, "We recognize that customers have a lot of options when it comes to buying a car. From EVs and hybrids to technology innovations, the market is filled with noise and information that can be confusing to customers and sometimes distract from the core brand message."
The marketing creative team will focus on producing engaging content across all channels. This includes social media campaigns, experiential events, and multicultural initiatives aimed at connecting with diverse audiences. The goal is to create compelling narratives that resonate with consumers.
The marketing performance team will adopt an analytical approach to evaluate the effectiveness of their strategies. They will review placement, volume, and quantitative outcomes to ensure alignment with sales goals. This collaboration between the two divisions aims to deliver top-tier marketing and advertising efforts that drive consumer interest.
Hyundai's U.S. Operations
Hyundai Motor America provides a diverse range of technology-rich vehicles in the U.S., supporting Hyundai Motor Company’s Progress for Humanity vision. The company has significant operations in the U.S., including its North American headquarters in California and the Hyundai Motor Manufacturing Alabama assembly plant.
Additionally, Hyundai is developing the all-new Hyundai Motor Group Metaplant America in Georgia and operates several advanced R&D facilities. Together with 835 independent dealers, these operations contribute $20.1 billion annually and support 190,000 jobs in the U.S., according to a recent economic impact report.
This strategic restructuring aims to place Hyundai at the forefront of the automotive industry by leveraging both creative ingenuity and data-driven insights.
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