Disney exec to lead Nissan U.S. marketing

Tucker was vice president for strategic marketing with Disney Consumer Products.

NASHVILLE -- Nissan has named Disney ad executive Jeremy Tucker as its chief of U.S. marketing, fulfilling the automaker’s pledge to market the brand in nontraditional ways.

Tucker, 38, comes to Nissan with no background in the auto industry, says Fred Diaz, Nissan’s senior vice president for sales, marketing and operations.

“That does not worry me at all,” Diaz told Automotive News this afternoon. “We have a plethora of automotive experts in this house.

“We have to do things differently to break through the huge auto industry clutter. His outside perspective on how advertising is being done elsewhere is going to help us do things differently.”

Tucker was vice president for strategic marketing with Disney Consumer Products, Disney’s franchise-based retail business. Before that, he was a marketing executive with PepsiCo and part of the Procter & Gamble account team at Omnicom Group, Nissan’s global ad agency. In addition to Disney, he has directed marketing for Doritos, Pampers and Iams.

He takes his new position as Nissan’s vice president of marketing communications and media on Sept. 22.

In a prepared statement today, Diaz said that, “As we prepare to launch new vehicles such as the Nissan Murano, having a marketing communications expert from outside the automotive industry will help us identify uncommon ways to engage customers and amplify the overall brand.”

Diaz said he will introduce Tucker at a series of regional dealer meetings this week around the country.

“What I was looking for was someone who has a great creative gut and eye for what’s good creative and what’s not,” Diaz said.

“He’s extremely well-versed in marketing communications, media and digital. His knowledge of the Nissan brand was quite impressive, and he knew more about the Nissan brand and its products than all of the others who interviewed for the job put together.”

You can reach Lindsay Chappell at lchappell@crain.com

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