The U.S. arm of DaimlerChrysler AG on Thursday said it has revamped its marketing divisions, giving each of its three brands -- Chrysler, Jeep and Dodge -- a single vice president of marketing with control of product planning and advertising.
In the past, those responsibilities were split between several executives who would work for multiple brands.
Additionally, the Chrysler Group said it joined its marketing and product planning teams into six groups. Each group now reports to its own director. Those directors report to the newly named marketing vice presidents for each brand, and to product vice presidents.
The new marketing vice presidents are:
Bell was formerly vice president of marketing communications for the Chrysler Group, while Marinelli was vice president of Chrysler's global brand center and Jackson was a Dodge marketing director.
The automaker said its goal is to give marketers greater input during product planning, and consequently make them more accountable.
It was too easy in the old days to say well they handed me this product and I didnt have any input into it Its not my fault that its not selling, said George Murphy, senior vice president of global brand marketing.
Under the new structure, Murphy said, "there is a clearer accountability of future and current products.
This new structure also is expected to eliminate friction between various marketing chiefs, Murphy said. In the past everyone in marketing at the Chrysler Group had to find funding from the same source. Chrysler, Jeep, and Dodge marketing groups now have their own budgets.
The six new marketing and product planning team directors include:
The new directors will report to Bell, Marinelli, and Jackson.
All positions are effective immediately.
The change in marketing strategy is another move by Chrysler aimed at achieving its turnaround goal of breaking even in 2002 and returning to profitability in 2003. Chrysler President Dieter Zetsche has said Chrysler will fare better than its target of breaking even this year.
Chrysler's sales are down 3 percent this year; the company's sales were up 4 percent in May, thanks in part to an all-out marketing push on its minivans.