DETROIT -- General Motors named Volkswagen executive Tim Mahoney to the newly created post of global chief marketing officer for Chevrolet.
Mahoney also will carry the title of global GM marketing operations leader, reporting to Alan Batey, vice president of U.S. sales and service and interim global chief marketing officer.
Mahoney, 56, will assume both roles on April 1. He has been chief product and marketing officer at Volkswagen of America since May 2011.
Mahoney's appointment marks a key step in CEO Dan Akerson's overhaul of GM's marketing structure to strengthen the messaging behind Chevrolet and Cadillac, which he wants to transform into bigger global players.
It also comes as GM launches a new Chevrolet marketing platform, "Find New Roads," which the company says will serve as a global tagline for its largest brand and as a guiding vision for everything from its product development to retail strategy.
Chevrolet also is embarking on one of its busiest vehicle-launch schedule ever, with 13 new or redesigned models slated for the United States this year and about a dozen launches planned overseas.
Chris Perry will continue to serve as vice president of U.S. Chevrolet marketing, a GM spokesman said.