Genesis Motor North America has hired former Mercedes-Benz USA CMO Drew Slaven for the newly established role of chief marketing officer.

Slaven will lead Genesis marketing strategy in the United States with the goal of elevating brand awareness while supporting increased sales and market share growth. Slaven will report to Claudia Marquez, chief operating officer of GMNA. 

Wendy Orthman, GMNA executive director marketing communications, who was hired two years ago, remains in that role and will report to Slaven, according to a spokesperson. 

Orthman was responsible for launching the “Luxe is in the Details” brand campaign, signing the NBC Big 10 and Vogue World fashion partnerships, overhauling the Korean automaker’s website, creating an influencer program and raising overall awareness 9 points in two years. 

Slaven spent two decades at Mercedes-Benz USA in a variety of senior leadership roles, most recently as vice president, chief marketing officer and digital strategy officer. He left the position in February 2023 and was replaced in May 2023 by Melody Lee, formerly of Cadillac. 

Mercedes-Benz said at that time in a company memo that Slaven, 57, was retiring. 

During his time at Mercedes-Benz, Slaven was also the president of Mercedes-Benz Manhattan, the brand’s company-owned retail store, served as interim CEO from 2020-2021 and held various marketing leadership positions.

While at the German automaker, he made significant contributions supporting double-digit revenue growth, delivering record profitability, establishing a digital center of excellence and curating strategic marketing partnerships, notes the announcement of his arrival at GMNA. 

“Drew brings a breadth of luxury marketing leadership and expertise to the organization,” Marquez said in a statement. “Drew’s appointment as chief marketing officer represents yet another important milestone in the expansion of our leadership team. During this critical growth period for Genesis, we continue to enhance our capabilities to better serve our customers. I look forward to working with Drew and our growing team on bringing even more U.S. consumers into the Genesis family.”

As CMO, Slaven will be responsible for the development, implementation, and management of marketing messages directed at the consumer. He will develop and manage the strategic business plan for all national and regional advertising, multicultural, experiential, and digital marketing, CRM, and brand websites. He will also support local marketing efforts in partnership with Genesis retailers nationwide.

Prior to Mercedes-Benz USA, Slaven was the vice president of mass communications at JPMorgan Chase for four years. Before that, he spent four years as an accounting supervisor at McCann in New York, where he managed accounts including Chase Bank, Ferrero and Johnson & Johnson.