Chevrolet’s marketing chief for the United States, Chris Perry, has resigned from his post, as part of an upheaval of the brand’s executive ranks. Perry was Chevrolet's chief marketer until last spring, when General Motors recruited former Volkswagen of America executive Tim Mahoney as the brand’s global chief marketing officer.
Mahoney has been working with Alan Batey, senior vice president in charge of Chevrolet worldwide. Sources told Automotive News that Batey will still be Chevrolet’s global chief while he shifts to a new role as president of GM North America. According to a GM spokesman, it has yet to announce a replacement for Perry. "GM would like to thank Chris for his dedication and contributions, and wishes him well in all his future endeavors," Batey said in a statement last week.
Since joining GM in August 2010, Perry has held several marketing positions in the company. He was recruited by then GM chief marketing officer Joel Ewanick, who was dismissed from the carmaker in July 2012. In 2011, Perry became vice president of US marketing for all four GM brands following Ewanick’s promotion to a global role.
GM then renamed him as head of Chevrolet marketing on a global basis. GM dismissed Ewanick amid accusations that he failed to fully disclose financial details of around $600 million Chevrolet sponsorship agreement with Manchester United. Perry was credited for helping roll out the "Chevy Runs Deep" ad campaign in the fall of 2010. GM phased it out early this year, replacing it with "Find New Roads."