Automotive News All Stars
MARKETING: Dean Evans, Chief marketing officer, Subaru of America Inc.
Evans, senior vice president of marketing, has pushed Subaru further into the digital world and social media, increasing sales and awareness of the brand.
Evans, 45, has kept Subaru marketing targeted at the buyers the brand wants and calls "experience seekers."
He also has incorporated more digital tools into the mix without rewriting the brand's underlying strategy. Subaru spends 25 percent of its marketing budget on the Internet and social media, up from 15 percent two years ago, and it's paying off. In the past two years Internet leads have quadrupled, and the closing ratio -- the percentage of leads that result in sales -- has jumped 50 percent.