Volkswagen’s chief marketing and customer officer Jason Bradshaw departs

Volkswagen Australia’s chief marketing and customer officer, Jason Bradshaw, has left the business after almost six years.

In his time at Volkswagen, Bradshaw lead the integration of a customer experience (CX) strategy across all touch points of the business.

Bradshaw’s work at Volkswagen saw the business overhaul its customer relationship management systems, which significantly increased the positive engagements consumers had with the brand. Under his leadership, Volkswagen also launched an e-commerce platform which served over 1,000 customers in its first nine months and generated $36m in revenue.

Commenting to Mumbrella, Bradshaw said he was “extremely proud of the work the division delivered during my period of leadership.”

“Of course there are many more successes during the 6 year period including the division winning over 30 industry awards across training, customer care, customer experience, marketing and CRM,” Bradshaw said.

In a post on LinkedIn, Bradshaw said his tenure at the automotive brand was a ‘privilege’ and thanked the group, its dealer partners and supplier partners who “passionately focused on improving the experience of our customers, through whatever their day-to-day work was.”

Bradshaw was the first to hold the chief customer and marketing officer role at Volkswagen Australia, being appointed to the position in 2019. He started out at business in 2015 as chief customer officer.

Bradshaw also revealed he is launching his own agency Power of CEX, helping clients accelerate growth through customer, employee, product and brand experiences.

“I look forward to sharing the success of organisations I support through Power of CEX and sharing with you and your readers additional news shortly,” Bradshaw said.

In light of Bradshaw’s departure, Volkswagen has hired Rick Whaite as general manager of customer experience.

Whaite was previously group business director at creative agency Innocean, leading the Kia business. He then moved on to Alinta Energy where he spent two years as national marketing and partnerships manager.

A Volkswagen spokesperson told Mumbrella: “Rick Whaite has joined Volkswagen Group Australia in the role of general manager customer experience. Rick’s a renowned practitioner of marketing, product and customer experience, and has worked across automotive, communications, entertainment, hospitality, technology, financial services and energy. He was also the co-founder of the first mobile virtual network operator (MVNO) in Australia, Boost Mobile.

“VGA will announce shortly its new manager for Volkswagen Passenger Vehicles Marketing.”

Mumbrella has contacted Whaite for comment.


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