Mark LaNeve is among a small number of General Motors marketers who've risen to a key executive position at the automaker. Mr. LaNeve, who joined GM in 1981 as a senior consumer service adviser at Cadillac, has been VP-vehicle sales, service and marketing for GM in North America since spring 2005.
Mr. LaNeve, 49, spent the bulk of his early career handling the Cadillac brand in various marketing and sales jobs. He moved to Pontiac in fall 1995 as Bonneville brand manager but left GM in 1997 to join Volvo Cars North America as VP-marketing, telling Advertising Age that the job would give him the chance to manage a brand at a high level. Three years later, Volvo promoted Mr. LaNeve to president-CEO.
In 2001, Mr. LaNeve returned to GM as general marketing manager of Cadillac after Ford Motor Co. acquired Volvo. He oversaw Cadillac's resurgence, and in fall 2004, GM promoted the married father of twin boys to GM North American VP-marketing and advertising. That year, the football-mad Mr. LaNeve told Ad Age: "To me, marketing is a sport, so you've got to figure out what your assets are, how to deploy them and what the competition has. There's no tried-and-true formula."
Mr. LaNeve recently discussed how the marketing game plan is going.