[BlackGTP]

Global chief marketing officer at GM retires (msn.com)
Story by Phoebe Wall Howard and Jamie L. LaReau, Detroit Free Press
March 15, 2023

Deborah Wahl, global marketing chief at General Motors, has elected to retire effective March 31.

“We appreciate Deborah’s contributions since joining GM in 2018 and wish her well in her next chapter," GM spokesman David Barnas said in a statement. "We will conduct an external search for a new Global Chief Marketing Officer.”

The news was announced internally on Monday and confirmed publicly on Tuesday, he said.

Wahl had been charged with messaging the company's pivot from gasoline-powered vehicles to all-electric. GM has said it planned to bring 30 new EVs to market and have an all-electric lineup by 2035.

GM promoted Wahl at age 56 to the high-profile role in September 2019. Previously, she worked as chief marketing officer for Cadillac since March 2018, having been charged with "redefining Cadillac’s reputation and repositioning it for the future," CEO Mary Barra said in a company memo at the time.

"By aligning marketing across GM under Deborah’s leadership, we will build stronger brands while ensuring more effective, efficient and agile customer engagement," Barra wrote.

Continues at link

 

[BlackGTP]

I'm sure this will make many people on GMI happy. However, I've never been clear on what is so bad about her as I've been seeing some of the consistently best advertising coming out of GM than I have in a long time.

 

[tripowergto Jan2003]

Perhaps accepting the GM white collar buyout?

 

[gkr778]

Woohoo!! GM now has an opportunity to completely revamp its marketing operations and position the company for long term success. 😎

 

[gkr778]

However, I've never been clear on what is so bad about her

Deborah Wahl too often used corporate doublespeak to convey what amounts to nothing. A classic example is Wahl's statement at CES 2022:

GM is redefining how people and goods are moved. Our commitment to a vision of a world with zero crashes, zero emissions and zero congestion has positioned us to lead. As we implement our growth strategy, we have an opportunity and, frankly, an obligation to create a better future for generations to come. That’s the Ultium Effect.

 

[InCogKneeToe]

Very Short Career @ GM, 2018-2022 Cadillac, 2022-2023 Head of Marketing?

 

[Greg Burr]

Deborah Wahl too often used corporate doublespeak to convey what amounts to nothing. A classic example is Wahl's statement at CES 2022:

What does she mean by "redefining how people and goods are moved"? I want to hear about GM making great cars, and her statement makes no mention of that.

 

[BlackGTP]

Deborah Wahl too often used corporate doublespeak to convey what amounts to nothing. A classic example is Wahl's statement at CES 2022:

But that empty statement looks pretty common for that profession, in other words I'm not seeing anything out of the ordinary in that statement. All I know is I'm finally seeing good ads from GM vs. a comment she made for a specific audience (probably Wall Street)

 

[Greg Burr]

But that empty statement looks pretty common for that profession, in other words I'm not seeing anything out of the ordinary in that statement. All I know is I'm finally seeing good ads from GM vs. a comment she made for a specific audience (probably Wall Street)

True, but I would love to ask follow up question, such as "by your statement about redefining how people and goods are moved, are you just providing transportation services, or vehicles for individuals to buy and enjoy?"

 

[wallus13]

Woohoo!! GM now has an opportunity to completely revamp its marketing operations and position the company for long term success. 😎

I'm sure your applying to be head marketing dweeb.

 

[gkr778]

I'm sure your applying to be head marketing dweeb.

I have no intention of applying for employment at General Motors, ever.

In any case, the pool of candidates that can do a better job as GM's CMO than Deborah Wahl is extensive. Hopefully GM exercises discernment in its efforts to "conduct an external search for a new Global Chief Marketing Officer".

As Neanderthal recommended in other threads, the property and casualty insurance sector may be an appropriate starting point for that search. Some of the best marketing dweebs around work in P&C insurance.

 

[NHRATA01]

Deborah Wahl too often used corporate doublespeak to convey what amounts to nothing. A classic example is Wahl's statement at CES 2022:

Sounds like they're setting it up for her to be backfilled by Steve "We have to let Cadillac be Cadillac" Carlisle...

 

[BlackGTP]

True, but I would love to ask follow up question, such as "by your statement about redefining how people and goods are moved, are you just providing transportation services, or vehicles for individuals to buy and enjoy?"

But I don't see why you'd ask that question. We have the C8, Blackwings, regular V's, Hummer - some of the most impressive vehicle's GM has ever made. And they have the Lyriq is taking Cadillac up several notches, looking like entering GM finally into the upper echelons of luxury. Plus, is your question directed at the right person? While I'm sure the role does have strong input to what GM builds it seems like Mary B. is the better person to ask that of. Bottom line is I see really good advertising coming out of GM - something I'd say is directly attributable to Ms. Whal.

I think the quoted statement has more to do with their efforts in self-driving, BrightDrop and the switch to BEV and has to be taken in context to who she was speaking to at the time she made it.

 

[gkr778]

We have the C8, Blackwings, regular V's, Hummer - some of the most impressive vehicle's GM has ever made.

These amazing products highlight the gulf between GM's industry leading product design & engineering capabilities and its lack of marketing prowess. The fact that these vehicles are part of GM's product lineup today is a testament to the former. If (or more likely, when) one or more of these products are cancelled prematurely, it will be a reflection of the latter.

 

[Ambalanche]

BlackGTP I normally agree with you, but other than the really good Lyriq commercials, and the electric Chevy commercials, which you can’t buy, I don’t see any other great advertising from GM! What am I missing?

 

[tripowergto Jan2003]

^^^Walter the cat was fairly entertaining for a GM ad.

 

[gkr778]

^^^Walter the cat was fairly entertaining for a GM ad.

This campaign is undoubtedly one of the best for Chevrolet advertising in recent memory. Unfortunately, many other GM advertising campaigns in the U.S. market over the past decade have been lackluster.

 

[Neanderthal]

Deborah Wahl too often used corporate doublespeak to convey what amounts to nothing. A classic example is Wahl's statement at CES 2022:

Brings to mind a line from Janis Joplin's Me and Bobby McGee. Freedom's just another word for nothing left to lose. Throw in Forrest Forrest Gump line, stupid is as stupid does, and by crackey you got an ad campaign.
Not.

me and bobby mcgee - Google Search

What does she mean by "redefining how people and goods are moved"? I want to hear about GM making great cars, and her statement makes no mention of that.

Hahaaaaa. I'm guessing teleportation. That, or maybe a car-carrying semi? Call me krazeee.

I'm sure your applying to be head marketing dweeb.

Y not? Big pay big bennies not so big demands. You can still hold down your Uber driver job four hours a day.

I have no intention of applying for employment at General Motors, ever.

In any case, the pool of candidates that can do a better job as GM's CMO than Deborah Wahl is extensive. Hopefully GM exercises discernment in its efforts to "conduct an external search for a new Global Chief Marketing Officer".

As Neanderthal recommended in other threads, the property and casualty insurance sector may be an appropriate starting point for that search. Some of the best marketing dweebs around work in P&C insurance.

Thaxx. Yeah, generally about the only ads worth the film they're printed on are the insurance companies. And of course M&Ms.
Meaning eminem of course. BTW, where is my boy? Haven't seen him around lately. He's not in jail is he?

That's like saying the pool of candidates for Rhodes Scholar is extensive, as in anyone with a C average or better. Big pool but mostly shallow end of the pool.

These amazing products highlight the gulf between GM's industry leading product design & engineering capabilities and its lack of marketing prowess. The fact that these vehicles are part of GM's product lineup today is a testament to the former. If (or more likely, when) one or more of these products are cancelled prematurely, it will be a reflection of the latter.

That is a kind way to frame it.

^^^Walter the cat was fairly entertaining for a GM ad.

Yeah, Walter was great. Unfortunately they seem to pull those excellent ads after about 60 days while the pitiful stuff goes on forever.

 

[1999 White C5 Coupe]

After reading the news article about how many companies Deborah Wahl worked for, my first thought was that she couldn’t hold a job for long and probably didn’t have much effect at all of those companies.

 

[1958carnut]

So I guess we now wait and see whether their marketing gets better... or worse... and do some judging by that....maybe .