Co. shakes up its executive ranks again today, this time pulling Jim Campbell from head of Chevrolet marketing and hiring Motor America’s Chris Perry for the job.
By joining GM, Perry reunites with fellow HMA alumni Joel Ewanick. GM hired Ewanick away fromNorth America Inc. in May to head up all marketing activities at the auto maker. Perry will report to Ewanick.
Campbell will move to vice president-performance vehicles and motorsports and assume responsibility for integrating the engineering and marketing of performance versions of current production models, as well as all motorsports activities, GM says. He will report to Mark Reuss, president-GM North America.
Perry’s hiring means the bow-tie brand gets its fourth marketing manager in just over 12 months. The division’s advertising account has changed hands three times this year, ending up at Goodby Silverstein & Partners, an account close to Ewanick.
GM, reduced to four brands from eight in last year’s bankruptcy, needs Chevrolet to drive its turnaround. The brand currently accounts for more than 70% of GM sales, but through the first six months of this year neither deliveries nor share its the light-vehicle market have grown markedly.
Perry rose to vice president of marketing at HMA when Ewanick jumped to. But before Ewanick unpacked in Nashville, GM hired him to take the place of Susan Docherty in Detroit.
Docherty was reassigned to an international post in a broader reorganization of GM’s marketing and sales team earlier this year.
Ewanick and Perry are credited with creating theAssurance program, a recession-time marketing scheme that allows buyers to return their new car if they lose their job.
Meanwhile, Campbell becomes the latest longtime GM executive to be reassigned or jettisoned since the bankruptcy. Campbell told Ward’s last month he felt Chevrolet was on the verge of breaking out.
“I get up everyday with energy and passion,” he said. “This is the opportunity of a lifetime. I really believe that. Chevrolet is at a point of inflection. Is there change in the company? Yes, but there has to be. We have to do that to be successful.”
Before taking over Chevrolet marketing, Campbell led GM’s fleet and commercial operations. Prior to that, he held various positions in field sales, retail incentives, marketing and customer relationship management.
GM says Campbell brings broad experience to his new post, with work on performance vehicles such as the Corvette and Camaro and in race series such as NASCAR, American Le Mans Series and Grand Am Road Racing.
Perry brings 25 years of marketing experience to Chevrolet, joining Hyundai in 2000 as head of brand-planning fromMotors America Inc. where he headed strategic planning and advertising. He has a bachelor’s degree in marketing from California State University at Northridge.