DETROIT Volkswagen of America Inc. has hired the former manager of marketing communications for Mini USA, Kerri Martin, as its director of market development.
VWoA Vice President Len Hunt said Martin has been an architect in the success of Mini.
We think shes one of the people wholl bring that coolness to the Volkswagen brand, Hunt said.
Martin did not return phone calls. She begins work in the newly created position on April 4.
Martin will oversee VWoA marketing head Karen Marderosian. They will develop the marketing campaign for the redesigned Passat, which will arrive in U.S. showrooms in August, Hunt said.
A spokesperson for BMW confirmed that Martin resigned Monday morning. The spokesperson would not comment on a potential successor.
Before she joined Mini in 1997, Martin was a marketing executive at Harley-Davidson.