Jaguar Land Rover announced today the appointment of a new Marketing Director for its Australian operations, Shannon Edwards. Shannon has already begun her new role driving innovation and strategic brand-building within Jaguar Land Rover Australia to help realise the potential of the business’s global Reimagine strategy.
Launched earlier this year, Reimagine is a sustainability-rich reimagination of modern luxury by design, unique digitally-led customer experiences, and positive societal impact. The strategy is designed to help Jaguar Land Rover achieve zero tailpipe emissions by 2036 and net-zero carbon emissions across supply chain, products and operations by 2039.
Central to the Reimagine strategy is the electrification of both the Land Rover and Jaguar brands with two clear, distinct personalities. All Jaguar and Land Rover nameplates will be available in pure electric form by the end of the decade. This marks the start of the company’s journey to become a net-zero carbon business across its supply chain, products and operations by 2039.
Edwards will be responsible for all local product marketing, customer experience, media and communications activity on both Jaguar and Land Rover brands. Her 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.
“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,” said Shannon Edwards, Marketing Director, Jaguar Land Rover Australia.
Edwards previously spent time in senior marketing leadership roles at global luxury and consumer goods companies including LVMH, The Estée Lauder Companies and L’Oréal where she was successful in strengthening luxury brand-building, driving brand acceleration and leading digital transformation within the Australian market.
Mark Cameron, Managing Director, Jaguar Land Rover Australia, 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 succeeds Kevin Nicholls to lead JLRA’s product marketing, customer experience and marketing communications teams, reporting directly to Mark Cameron, Managing Director Jaguar Land Rover Australia.
JLR’s current model range embraces fully electric, plug-in hybrid and mild-hybrid vehicles, as well as the latest diesel and petrol engines. Our class-leading Jaguars and Land Rovers are in demand around the world and in Fiscal 2020/21 we sold 439,588 vehicles in 127 countries. Land Rover is the global leader of luxury SUVs through its three families of Range Rover, Discovery and Defender. Jaguar is the first-ever brand to offer a premium all-electric performance SUV, the Jaguar I-PACE.
At heart JLR are a British company, with two major design and engineering sites, three vehicle manufacturing facilities, an Engine Manufacturing Centre and a Battery Assembly Centre in the UK. We also have vehicle plants in China, Brazil, India, Austria and Slovakia. Three of our seven technology hubs are in the UK – Manchester, Warwick (NAIC) and London – with additional sites in Shannon, Ireland, Portland, USA, Budapest, Hungary and Shanghai, China. As a wholly-owned subsidiary of Tata Motors since 2008, Jaguar Land Rover has unrivalled access to leading global players in technology and sustainability within the wider Tata Group.
Main image by Jaguar Land Rover Australia and other images by Driven Women Magazine.