Honda Australia has appointed Eva Barrett as its new General Manager of Brand, Marketing, and Customer Experience. Barrett, who brings extensive experience from leading global brands, steps into the role following the departure of Belinda Cusworth, who served as GM of Customer Experience for three years.
Barrett joins Honda after holding prominent positions at Adidas and Kathmandu, where she was responsible for marketing and customer strategies. Her career spans significant roles in both Australia and Europe, including her tenure as Chief Customer Officer at Ingenia Communities Group and Kathmandu. In Europe, Barrett’s roles included Global Head of Brand Communications and Sports Marketing for Adidas in Germany, Global Head of Brand Marketing and Campaigns for Philips in Amsterdam, and Global Brand Director for Rosemount and Lindemans at Carlton & United Breweries in London.
Her appointment comes at a time of significant changes within Honda Australia’s marketing strategy. The company recently revamped its marketing and agency model, parting ways with Zenith Media, Wavemaker, and TRP, and instead choosing Howatson+Company as its new media and creative agency partner. Honda has also established a new in-house agency in collaboration with Lution, reflecting a shift towards a more integrated marketing approach.
Barrett’s appointment follows other key leadership changes within Honda Australia this year. In February, Terri Golder was named Head of Marketing, and in May, Carolyn McMahon was appointed Vice President for Australia and New Zealand, marking the first time an individual has held both country titles. Additionally, Robert Thorp returned to Honda Australia as General Manager of Automotive after a brief period as CEO of automotive digital retailing company iMotor.
With her extensive background in brand management and customer experience, Barrett is expected to play a crucial role in driving Honda Australia’s brand strategy and enhancing customer engagement as the company continues to innovate in a competitive market.
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