His appointment is effective immediately and he will report directly to marketing director, Phil York.
Hawken will oversee a team of 16 with his role encompassing all activities related to Renault brand marketing, ranging from national advertising and promotions to digital, web and CRM activity for both the car and van ranges.
He began his career in the automotive industry as a graduate trainee at Rover, covering fleet and area business manager roles over a five-year period. He then joined Volkswagen Group in 1994 and during his 14-year tenure held numerous roles.
Among them, he was head of marketing for Skoda UK, during which time he was awarded ‘Marketer of the Year’ by Marketing Week and The Chartered Institute of Marketing for his contribution to the turnaround of the brand.
This was followed by three years in Singapore as general manager, marketing for VW Asia-Pacific, and most recently back in the UK as head of brand communication at Audi UK.
He then left the automaker to set up his own brand consultancy business, Blue Tangerine, in September last year.