Mini's Martin Moves to VW

NEW YORK Kerri Martin, former marketing communications manager at BMW’s Mini division, has left to become director of market development at Volkswagen of America, a new post.

Martin, a veteran of Harley-Davidson, joined the nascent Mini in 2000, tasked with reintroducing the brand in the U.S. after a nearly four-decade hiatus.

Martin, who had a comparatively small $40 million media budget to work with, sought to make Mini an icon via nontraditional marketing tactics. She chose Miami-based Crispin Porter + Bogusky as lead agency and employed a branding plan framed by the tagline “Let’s motor.”