automotive marketing

As the newly appointed CMO of Genesis Motor America, it’s Amy Marentic’s job to raise awareness for the luxury auto brand, which is fighting for market share against more well-known incumbents in the US market. To do it, she’s analyzing the data and working on a growth strategy to reach a largely untapped demo: women. Plus: Marentic’s unique origin story, from astronaut hopeful to chief marketer.

Hyundai considers itself to be a challenger brand, so the need to keep raising brand awareness means it can’t afford to completely scrap broad, demo-based linear buys – but it has to strike a balance.

Health care organizations need to embrace fluidity and experimentation if they want to market to the diverse US population they rely on to survive.