Groupe PSA recently named Lisa Mark as vice president and CMO to lead the Peugeot brand in North America. In her new role, Mark will be spearheading the development of all strategic elements of the go-to-market plan on the continent.
"Lisa's broad brand experience and go-to-market mindset align perfectly with the broad opportunities we see as the team launches Peugeot in the coming years," Larry Dominique, president and CEO of PSA North America, Inc., said in a press release "We see Peugeot as more than just a car brand – it embodies a new chapter in our global vision of creating unique 'customer-first' mobility. Her extensive brand-building background will serve as a valuable platform for better understanding the new challenges and opportunities facing us in the automotive space."
Mark’s solid experience in strategic branding comes from her several roles in various industries, the most recent of which was as vice president, enterprise brand strategy at Voya Financial (formerly ING U.S.). She also held senior marketing roles at Disney, Mizuno and Fox Sports.
"I'm excited and honored by the opportunity to introduce a globally significant automotive brand like Peugeot, with its rich history and legacy, into the North American market," Mark said in the release. "The unique chance to launch an automotive brand, let alone this vibrant and storied brand, in a way that is fresh and relevant to a new generation of consumers is exhilarating."