Jaguar Land Rover makes major restructures to marketing and PR functions

Jaguar Land Rover has made major restructures to its marketing, sales, service and PR functions to meet the changing needs of its global customers.

Under the leadership of Felix Brautigam, board member of Jaguar Land Rover and chief commercial officer, a new commercial function is being formed with the following core functions: customer experience, product marketing, market performance, customer service and planning, as well as the regions China, North America, UK, Europe and Overseas.

According to the company, the restructuring brings key functions together, making the company “fit for the future” and enabling it to delight customers, strengthen brands, define outstanding products and drive success. This  success, said the company, is derived from better responding to customers’ needs that are changing "as quickly as the communications landscape is being revolutionised."

“I am certain that these adjustments to the way we do business will better prepare us to face increasing external challenges but also to seize new opportunities as we over-proportionally invest in new products and technologies. In this we are driven by one goal: creating experiences that our customers will love for life,” said Felix Brautigam, chief commercial officer Jaguar Land Rover.

Key appointments have been made in order to lead this new structure, reporting to Felix Brautigam and effective from 2 July. Fiona Pargeter, currently global PR communications director, is appointed to the new position of customer experience director, responsible for all marketing communications, experiential marketing, customer insights and PR.

Jeremy Hicks, currently UK regional director, is appointed to the new position of market performance director, leading Network Development and Standards, the Jaguar Land Rover Network training Academy and all revenue streams, including Fleet, Business and Approved Pre-owned vehicle sales. He will be replaced in the UK by Rawdon Glover, currently Global Customer Service Director. Reporting to him, Anthony Bradbury, currently Global Communications Director, will assume the role of UK Marketing Director.

Richard Shore, currently serving as Jaguar Land Rover China CFO, is appointed to the new position of planning director, responsible for launch and volume planning, strategy and all aspects of the customer journey. Finbar McFall continues his position as product marketing director, with an increased remit for new business models.

Regional directors will continue to report to Felix Brautigam, however Bob Grace OBE, currently regional operations director for Europe, has announced his intention to leave the business in the summer. He is being replaced by Dmitry Kolchanov, currently regional director for the Overseas region.

Joe Eberhardt, president and CEO of North America and Frank Wittemann, president of integrated marketing, sales and service for China, remain in their current roles.

Earlier this year, to unveil its upcoming new compact SUV model, E-PACE, Jaguar Hong Kong created an online campaign, “Not for everyone”, featuring stand-up comedian Jan Lamb and his humorous delivery. The online campaign comes along with three short videos which see Lamb using his sarcastic ways to introduce features and designs of the new car, and showcase that car choice should be in reflection of a driver’s taste, not because of the motor’s popularity.