Jeremy Tucker has been tapped by Nissan as its vice president of marketing communications and media, making him the carmaker’s chief of marketing in the United States. He will take on the post effective Sept. 22, 2014. Tucker’s appointment fulfills Nissan’s vow to market the Japanese brand using non-traditional approach as the former Disney ad executive has no background in the auto industry.
Fred Diaz, Nissan’s senior vice president for sales, marketing and operations, however, is not worried about that. “We have a plethora of automotive experts in this house,“ Diaz told Automotive News. He remarked that Nissan needs to do things differently to break through the “huge auto industry clutter.”
Diaz noted that Tucker’s outside perspective on advertising will help Nissan do things differently. In a statement, Diaz said that that as Nissan gets ready to roll out new vehicles like the Murano, having a marketing communications expert who was not part of the auto industry will help the carmaker identify uncommon approaches to engage customers and amplify the brand.
According to Diaz, he was looking for someone having “a great creative gut” and eye for what is good creative and what is not. He noted that Tucker is extremely well-versed in marketing communications, media and digital.
He added that Tucker is very knowledgeable of the Nissan brand. Prior to his post at Nissan, Tucker was vice president for strategic marketing with Disney Consumer Products. He was also a marketing executive with PepsiCo. [source: Nissan]