Toyota CMO: Since losing 70% of our marketing team, we’ve grown our market share

Toyota’s chief marketing officer Wayne Gabriel says shedding 70% of the brand’s marketing team has paid off, despite the immense loss of talent.

Last year, the automotive brand moved its operations down to Melbourne from Sydney, which saw the departure of Toyota stalwart and CMO Brad Cramb, as well as the loss of 70% of the marketing team.

Gabriel, Toyota’s CMO, arrives at Mumbrella’s Automotive Marketing Summit

Gabriel, however, says the big change gave Toyota the opportunity to bring in fresh talent.

“We moved our sales and marketing function from Sydney to Melbourne, and with that we had about 70% attrition within our sales and marketing group,” he said at Mumbrella’s Automotive Marketing Summit. “And we brought in a lot of new, young people.

“Now, we lost a lot of fantastic minds and experience as a result, but at the same time we got a new, young group of people who were excited about it as well.”

The refresh, he says, has already paid dividends.

Gabriel: Toyota is growing its market share 

“I have to say… I’m really proud [of the new team]. Our market share in private – which is what we measure marketing success on, private market share – is up nearly 2%. And that’s with a group of people that have less than two years experience in the auto industry in some instances, and some of them had six months with Toyota.

“I think for Toyota, it’s really good. I think for the automotive industry, it’s really good. We’re really excited… It’s going to be one hell of a ride.”

Gabriel is a 20-year veteran of Toyota and succeeded Cramb – who was apparently unwilling to relocate to Melbourne – as the brand’s CMO.

Cramb was briefly announced as sales director for Audi, only to jump across to mortgage broking giant Aussie in September as its general manager of distribution.


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