Joel Ewanick, who has hit the ground running since coming from Hyundai Motor America Inc. to head up U.S. marketing for General Motors Co., will take on an expanded role as global chief marketing officer effective immediately.

In broadening the executive’s role, CEO Dan Akerson says Ewanick is “the right leader to take GM’s marketing strategy to the next level.

“In a short period of time, with his marketing acumen and creative leadership, Joel has proven to be a vocal advocate for the customer,” he says in a statement.

Ewanick, 50, will report directly to Akerson on global matters but continue to report to GM North America President Mark Reuss when it comes to U.S. marketing.

Ewanick’s global mission will be to ensure there is a consistent marketing message for all brands, including Buick, Cadillac, Chevrolet, GMC, Holden, Opel and Vauxhall, the auto maker says. He also will oversee strategically important auto shows worldwide and GM’s participation in other global events.