As the single point for marketing, Ewanick will have to enhance the positioning of the Chevrolet, Buick, GMC and Cadillac brands and improve the image of the GM vehicles in the U.S.. The executive will report to Mark Reuss, president, GM North America.
"Joel is highly regarded in industry and marketing circles and his track record speaks for itself,” said Reuss. “We are very pleased to have his marketing acumen, creative leadership and energy at GM at this critical time."
Ewanick’s last position was vice president of marketing, chief marketing officer for Nissan North America. Before joining Nissan in March, the executive held the vice president of marketing position at Hyundai Motor America.
Over his ten year career Ewanick earned industry recognition as the most influential car marketer in the U.S., reciving multiple awards for his accomplishments.
The executive replaces Susan Docherty, 47, who will take a new position at GM (this will be announced in the near future). Docherty has a vast marketing experience, as she has held leading positions in Canada, the U.S., Europe and Asia. Her work included the launch of the 2010 Buick LaCrosse and GMC Terrain.
"Susan has been deeply involved in GM's sales and marketing initiatives for many years," Reuss said. “With her drive and focus, she has laid the groundwork for solid plans and rejuvenated our agency relationships, placing us in good stead for the future. We look forward to her contribution across the business moving forward.”