CMO, Genesis of Cherry Hill
Keri Lanzavecchia's achievements as CMO of Genesis of Cherry Hill in Marlton, N.J., can be timed almost exactly to the brand's rise to premium player status in the U.S.
In the Genesis world, the name Lanzavecchia is a familiar one. Keri's father, Peter Lanzavecchia, is dealer principal and has been chairman of the brand's dealer advisory board since its inception in 2017.
But beyond the joy of watching her dad build his dealerships — he also owns Burns Hyundai and Burns Buick-GMC in New Jersey — Lanzavecchia had other, more fashionable, interests.
Eight years into her role, she knows that cars can also be couture.
After graduating in 2008 from Drexel University in Philadelphia with a degree in fashion design and merchandising, Lanzavecchia ended up in New York City working for Ralph Lauren.
"I was on the sales team for the Collection accessories division representing all the ultra-luxury products made in Italy and Spain of the highest quality materials," she said. "I worked directly with all of the buyers from the high-end department stores like Bergdorf Goodman, Saks, Neiman Marcus and all of the specialty stores."
Exposure to that select clientele gave her a keen understanding of affluent shoppers.
"Everything is very personal and tailored, and they want to feel like you're only paying attention to them," she said.
In 2015, Lanzavecchia took what was supposed to be a short break from fashion and went to work for her father's Buick-GMC dealership in a customer experience role. She took components of that position and applied them to his Hyundai store and eventually to Genesis.
"I was able to look at car shopping from a different perspective, particularly for Genesis when it started," she said.
Once her roles started to include marketing duties, Lanzavecchia became CMO.
One of her first endeavors was creating a dedicated area for the higher-end customers of the Equus sedan.
"The client could go into that space if they were getting their car serviced, and they didn't feel like they were in a Hyundai service waiting room," she said.
Cherry Hill's Equus space was converted into a Genesis lounge when the Equus became the Genesis G90 in 2016.
Lanzavecchia is enthusiastic about the direction the brand is headed, a sentiment she shares with her dad.
"I think the product is so exciting, with the technology and all the safety features, and the cars are becoming so beautiful," she said. "I also love the whole direction of going EV — I think that's really exciting."
— Carly Schaffner