Mercedes Names Keogh to Senior Post

NEW YORK Mercedes-Benz USA has named Scott Keogh general manager of marketing communications, a new post, the company said.

The automaker is in the early stages of a search for a new overall marketing chief following the exit of Michelle Cervantez to Hyundai.

Under the restructuring, three managers who previously reported to the vp of marketing will now report to Keogh, who has worked at Mercedes-Benz since 1994, said a company representative. The move was in the works before Cervantez left to become vp of marketing at Hyundai [Adweek Online, Aug. 1], the rep added. Cervantez had held Mercedes’ top marketing post since 2003.

Keogh, 36, is charged with developing strategic communications plans with responsibility for national marketing communications, regional advertising and market research/strategy. He will report to U.S. president and CEO Paul Halata, until a new vp of marketing is named. At that time, Keogh and brand experience marketing gm Carol Goll will report to the new vp, according to the rep.

Keogh most recently was gm of Mercedes’ Smart USA division, a role he assumed in January 2004. Before that, he was general manager of corporate communications for Mercedes. Earlier, he held posts in interactive marketing and communications planning/brand development.