Kia plots CRM and digital drive

Kia Motors UK is planning to beef up its CRM and online activities after appointing its first marketing director in nearly a year, hiring Volkswagen’s head of marketing for commercial vehicles.
Mark Hopkins, who was at VW for more than five years, has spent his entire career in the automotive industry, starting out at Michelin Tyre in the mid-Nineties.
In his new role, Hopkins reports to Yaser Shabsogh, commercial director, Kia Motors and will work closely with the UK marketing team and its roster of agencies to further shape and enhance the Kia brand.
He has responsibility for Kia’s overall marketing strategy and execution, overseeing the product, brand and customer marketing teams. David & Goliath handles its ad account.
Kia said the marketing team will be focusing on enhancing consumer engagement through online and CRM platforms this year, while developing customer reviews through its partnerships with companies like ‘Reevoo’, allowing customers the chance to speak on behalf of the brand through independent opinions.
Shabsogh said: “He has brilliant automotive industry experience, and brings a wealth of above the line, digital and CRM expertise that will really help us continue to drive forward our ambitious UK growth plans.”