GM picks Paul Edwards to lead Chevy's U.S. marketing

Paul Edwards began his GM career in 1992 at Cadillac.
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DETROIT -- General Motors today named Paul Edwards, a GM marketing director, as vice president of U.S. marketing for Chevrolet.

Edwards, 44, replaces Chris Perry, who resigned last month. He will report to Chevy's global marketing chief, Tim Mahoney. His appointment is effective immediately.

Since 2010, Edwards has been executive director of GM's global marketing, with responsibility for global media operations, overseeing GM's marketing agencies, global auto shows and other duties.

"Paul's broad experience in virtually all aspects of automotive marketing, across multiple brands, makes him a great fit for Chevrolet as we continue to build on our strong product momentum here in the U.S.," Mahoney said in a statement.

Chevrolet's U.S. sales rose 5 percent to 1.95 million units in 2013, but its market share slipped to 12.5 percent, from 12.8 percent in 2012.

Edwards' appointment is the latest move in a restructuring of Chevy's leadership team. Mahoney, a former Volkswagen executive, joined the brand in April. He reports to Alan Batey, who in June was named the brand's top executive as senior vice president of global Chevrolet. Next week, Batey also will assume his new role as president of GM North America.

Edwards began his GM career in 1992 at Cadillac, where he held several sales and marketing positions over more than a decade. He was a Chevy advertising manager in 2003, and a year later moved to a corporate marketing job to oversee GM's media planning, buying and research.

In 2007, he moved back to Chevrolet as director of advertising and sales promotion.

Edwards, a Detroit native, earned a bachelor's degree from the University of Michigan.

You can reach Mike Colias at mcolias@crain.com.


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