GM may realign marketing leadership

Marketing chief Mark LaNeve: GM's 4 retail channels are key to the new setup.
DETROIT — General Motors North American marketing chief Mark LaNeve may revamp GM's sales, service and marketing to handle key functions through retail channels rather than through a centralized setup.

If that happens, it would mean that each of GM's four sales channels will have a sales executive under the brand general manager. GM's four channels are Chevrolet, Saturn, Buick-Pontiac-GMC and Cadillac-Hummer-Saab.

The move would leave GM North America with two fewer vice presidents than a year ago. Brent Dewar's position as North America vice president of field sales, service and parts would not be filled. Last May, LaNeve, who is vice president of North America sales, service and marketing, killed the position of vice president of North America marketing and advertising, which Mike Jackson vacated. LaNeve has been performing that function.

LaNeve may also appoint an executive to oversee the Cadillac-Hummer-Saab channel.

GM last week announced several marketing appointments. Dewar goes to GM Europe as vice president of sales, marketing and aftersales, starting June 1.

"I think in replacing Brent and getting our total leadership team in place, it'll continue to reflect our intention to move to more of a channel alignment rather than a functional alignment — meaning we may not replace the job as it exists today," LaNeve said.

He said GM will announce the moves "very shortly." 

You can reach Jamie LaReau at jlareau@crain.com

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