Jaguar Land Rover appoints new Aus marketing director

Jaguar Land Rover has appointed a new marketing director for its Australian operations more than 12 months after previous marketing head departed.

Shannon Edwards has assumed the new role responsible for all local product marketing, customer experience, media and communications activity on both Jaguar and Land Rover brands.

Edwards succeeds Kevin Nicholls, who departed in April 2020 and has joined Flipcar as a marketing strategy advisor. Edwards will report directly to Mark Cameron, managing director Jaguar Land Rover Australia.


Edwards’ role includes go-to-market strategy, current and future product planning, marketing communications, customer relationship management, brand and digital experience, data strategy, insights and supporting future growth.

Edwards previously spent time in senior marketing roles at global luxury and consumer goods companies including LVMH, The Estée Lauder Companies and L’Oréal.

Cameron commented: “As a dynamic, experienced leader in bringing premium global brands to the Australian market, Shannon is an exciting appointment to the Jaguar Land Rover business. Brand acceleration, customer-centricity and digital transformation have been hallmarks of her career, making her ideally placed to help realise our global Reimagine strategy in Australia.”

Edwards added: “It’s an incredible privilege to join two iconic and innovative marques in Jaguar and Land Rover, making some of the most desirable and distinctive vehicles in the world. Our global Reimagine strategy, coupled with impressive growth of the Australian business, make this an exciting time to join a very talented team.”

Jaguar Land Rover Australia currently works with Dentsu agencies MKTG and Dentsu X and  Haystac.

Launched earlier this year the brand launched Reimagine, a sustainability strategy designed to assist Jaguar Land Rover achieve zero tailpipe emissions by 2036 and net zero carbon emissions across supply chain, products and operations by 2039.

New car sales continue to rise in Australia. According to CarAdvice, more than 100,000 new vehicles were reported as sold in May 2021. May was only the second month this year to eclipse 100,000 new-car sales.

Land Rover reported sales of just 507 vehicles in May 2021, although this is up from 452 in May 2020. By comparison, Audi and BMW sold 1,722 and 2707 new units in May respectively.


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