In her four years leading U.S. marketing for Nissan Motor Co., Allyson Witherspoon drove the brand into lots of new ad territory.
That includes experimenting with new TikTok features, striking Nissan’s first NIL deal as part of its long-running “Heisman House” campaign, and putting Nissan back in the Super Bowl for the first time in seven years with a 2022 ad that starred actress Brie Larson, whom the brand began using as a spokeswoman earlier in Witherspoon’s tenure. She even came up with the moniker for Nissan’s new electric vehicle. It’s called Ariya, which is the name of Witherspoon’s nine-year-old niece.
Now Witherspoon will have a chance to leave her mark internationally as she takes on the role of corporate vice president, global marketing, brand and merchandising for Nissan, which will give her oversight of the Nissan and Infiniti brands. The promotion, announced on March 8, will bring her back to Japan, where she earlier served as Nissan’s general manager for global brand engagement. She will relocate from Nissan’s U.S. headquarters in Nashville.
The transition comes as Nissan continues to pump out new models, while also dealing with supply issues that have afflicted the entire auto industry and were partly to blame for Nissan’s sales decline in 2022.