Infiniti Motor Co. is elevating communications lead Wendy Orthman to its top marketing position.
Effective Nov. 3, Orthman assumes the role of general manager of global integrated brand, marketing and communications.
The newly created role merges the responsibilities of chief marketing and chief communications officer, steering the company’s global brand, marketing, social media and communications strategy, according to the automaker.
In her new capacity Orthman will maintain a direct reporting line to Infiniti Chairman and Senior Vice President Peyman Kargar, while adding a reporting line to Divisional General Manager, Infiniti Global Brand, Sales and Marketing, Olga Filippova for brand, marketing and social media initiatives.
Orthman has a flair for big, convention-breaking ideas, Filippova says.
The senior management restructure comes about as Phil York, former general manager global brand and marketing, elected to depart the company to pursue opportunities in his native region of Europe last month.
“The digital world and the need for rich storytelling across social platforms is transforming and blurring the lines between what is PR and what is marketing,” Orthman tells Marketing Daily. “I am excited to stop looking for the line and start thinking of our brand and the stories we tell as one holistic message with many audiences.”
Orthman brings more than two decades of industry experience across several brands.
She joined the Infiniti brand in Yokohama, Japan in April 2020, just as the COVID-19 pandemic struck the world. Previously, she spent almost five years at Nissan Motor Co. , where she worked on entertainment lifestyle partnerships from the NFL to Disney. Her work in trucks included the creation of the Titan Ambassador program.
Before Nissan, Orthman spent eight years at Chrysler Corp. (now called Stellantis) and eight years at General Motors.