Hyundai Motor America has recently announced a restructuring of its marketing department, creating separate divisions focused on creative and performance. This move comes as the automaker aims to address evolving consumer buying behavior and improve the creation of marketing programs based on data and sales performance.
Angela Zepeda, who has been serving as Hyundai’s chief marketing officer for nearly five years, will now oversee social, creative, experiential, and multicultural marketing as the chief creative officer. Meanwhile, Sean Gilpin will take on the role of vice president for marketing performance, in addition to retaining his current position as vice president for global sales marketing.
The decision to split the marketing department into creative and performance divisions reflects a broader trend in the industry of redefining the role of the chief marketing officer. Companies like Starbucks and General Mills have been working to modernize the CMO role to better address the diverse needs of brand building, digital advertising, sales growth, and consumer experience. For Hyundai, this restructuring is seen as a way to better cater to changing consumer needs.
Hyundai CEO Randy Parker emphasized the importance of cutting through the noise and confusion in the market, particularly with the rise of electric vehicles, hybrids, and technology innovations. The restructure aims to build marketing programs around data and sales performance to position Hyundai at the forefront of the industry.
Under the new structure, Zepeda and her team will focus on producing and developing creative content across various channels. On the other hand, the performance team led by Gilpin will analyze placement, volume, and the quantitative effectiveness of marketing efforts to align marketing and sales performance.
Hyundai has been actively engaging younger car buyers through various marketing campaigns under Zepeda’s leadership. Recent initiatives, such as the Olympics campaign featuring the Tucson, IONIQ 5, Santa Fe, and Palisade SUV models, have focused on brand awareness rather than direct sales messaging. Previous efforts have included partnerships with Reddit, Disney, and a focus on sneaker culture to resonate with younger audiences.
Hyundai’s parent company, Hyundai Motor Co., recently reported its highest-ever quarterly revenue, driven by strong sales in North America. While sales of fully electric models saw a decline, demand for hybrid models continued to grow, indicating the importance of adapting marketing strategies to changing consumer preferences.
In conclusion, Hyundai’s restructuring of its marketing department reflects a broader shift in the industry towards more specialized and data-driven approaches to marketing. By separating creative and performance functions, the automaker aims to better address evolving consumer needs and drive growth in an increasingly competitive market.