Audi names Emilie Cotter as new CMO

For the second time in three years, Audi of America has tapped its current chief communications officer to become its chief marketing officer.

But unlike last time, the brand is reorganizing the roles to allow Emilie Cotter to run both functions.

Cotter, 43, was named head of brand marketing and communications, as well as CMO, to oversee "integrated" brand strategy, marketing and communications for the premium brand in the U.S., Audi of America said in a written release Tuesday. The new role is effective immediately, Audi said.

"This restructure comes at a critical inflection point in the U.S. for Audi and the automotive industry," Daniel Weissland, president of Audi of America, said in a written statement. "Emilie's strong leadership will drive innovative brand strategies, enhance collaboration and put a laser focus on the customer as we continue our ambitious growth."

Before joining Audi, Cotter for three years oversaw public relations and marketing in a role at Marketplace, a nonprofit news organization focused on economy and business topics. She also worked as a senior vice president at FleishmanHillard, a St. Louis-based public relations and marketing agency, from 2012 to 2017. She worked at film and TV production company Lucasfilm as a director of corporate and brand communication from 2008 to 2012.

Cotter was appointed chief communications officer for Audi of America in May 2021, a role in which she headed brand, lifestyle, product and corporate communications. In the reorganization, Cotter will drop the chief communications officer title but will still be responsible for all external-facing communication, an Audi spokesperson explained. Internal communications functions will be handled by others, she said.

As CMO, Cotter succeeds Tara Rush, who left the automaker in July. Rush had joined Audi of America is 2019 from Heineken USA, where she was chief corporate affairs officer, and was promoted to CMO for Audi of America in November 2020.