BMW names a former lead marketer for its Mini brand to its top marketing post.

Trudy Hardy becomes vice president-marketing for BMW, supplanting Dan Creed, who becomes vice president of BMW’s eastern region.

Hardy joined the German auto maker’s ranks as Mini’s brand communication manager in 2001. After various roles at Mini, she moved to BMW in 2010 as department head-marketing.

“Trudy is a leader as well as a talented and passionate marketing expert with a deep understanding of our business,” BMW North American President and CEO Ludwig Willisch says in a news release. “I am delighted to welcome her to this critical new role for which she is very well suited.”