Materazzo Appointed Group Vice President, Toyota Marketing

Lisa Materazzo has been appointed group vice president, Toyota Marketing, replacing Ed Laukes, who is retiring after 32 years with the automaker. Materazzo, who currently serves as vice president of Lexus marketing, will run the entire gamut of Toyota division market planning, advertising, merchandising, sales promotions, incentives, NASCAR and motorsports, and all social and digital media. According to Statista, in 2019 Toyota spent $1.51 billion on advertising alone, behind General Motors and Ford.

Unlike some CMOs at other automakers, Materazzo has put in her time in the industry with Toyota. Having joined Toyota in 1998, she has held a variety of marketing-related roles including vice president, vehicle marketing and communications, and corporate manager, media strategy and digital engagement.

Also effective Jan. 4, Vinay Shahani will replace Materazzo at Lexus as vice president – Lexus marketing. Shahani is currently vice president of Toyota integrated marketing operations, a role which he has held since June 2017. In his place, Tony Mueller is promoted to vice president – integrated marketing operations, Toyota marketing, Cynthia Tenhouse ascends to vice president – guest experience, Lexus Division, and Mike Tripp has been appointed vice president – vehicle marketing and communications, Toyota marketing.

Shahani previously, served as senior vice president and chief marketing officer for Volkswagen of America, where he led and directed all aspects of marketing for the Volkswagen brand in the United States. Prior to Volkswagen, Shahani worked for Nissan North America for 10 years in various executive leadership roles across sales, marketing, and manufacturing, most recently as the director of marketing for the Nissan brand.

Materazzo became vice president of marketing for Lexus in January 2019. Prior to that, she served as vice president, vehicle marketing and communications for Toyota North America, and corporate manager, media strategy and digital engagement.

From 2008-2014, Materazzo took a hiatus from Toyota, spending a year at AOL, as director of automotive category marketing. Prior to AOL, she was at Ridemakerz LLC as vice president of marketing and business development, and Brand Sense Partners, as senior director of business development.

Early on, Materazzo spent 10 years at Toyota, ascending from senior product planner, to truck product planning manager, to national manager of long-range planning and to national marketing and communications manager of Scion. With Scion, Materazzi devised the division’s youth marketing strategy and oversaw the execution of print, TV, radio and digital advertising as well as engagement marketing and media planning. Materazzo drove the Scion business, which led to the early success of Toyota’s youth-focused brand.

[Images: Toyota, © 2020 J. Sakurai, TTAC]