What you need to know:

• Nick Reid new Audi marketing boss.
• Promoted from within group – he previously helped drive growth at VW commercial vehicles.
• Company has opted for GM role over CMO.
• Paul Sansom, Director of Audi Australia is now also Managing Director of Volkswagen Group Australia.

Nick Reid is new marketing boss at Audi, stepping up from the Volkswagen Group's commercial vehicle division.

Whereas Audi's last top marketer, Nikki Warburton, was Chief Customer and Marketing Officer, the carmaker has opted to make Reid General Manager, Marketing. Paul Sansom, Director of Audi Australia – who has now also taken on broader Volkswagen Group responsibilities as Managing Director – had been leading the marketing function since Warburton left in July 2021.

Reid will now lead marketing communications, customer marketing, digital and product planning functions.

“Nick has an impressive track record of success within the industry, and especially within the Volkswagen Group,” said Sansom. “He has played a crucial role in the overwhelming success of Volkswagen Commercial vehicles over most of the last decade and I am excited to see him drive continued growth for Audi in the years ahead.”

Reid, who worked with Kia, Honda and Peugeot before joining Volkswagen Group said he is "thrilled" to make the switch.

The move comes amid speculation that Audi HQ in Germany is taking an increasingly centralised approach to regional marketing operations.