Škoda appoints head of marketing

Škoda has appointed a new marketing chief ahead of its biggest ever investment in the brand.

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Heidi Cartledge has been promoted from national communications manager for the Czech car marque.

She will lead an eight-strong team responsible for all Škoda brand and product marketing in the UK including media planning and buying, advertising, digital, retailer support, events and sponsorship.

Robert Hazelwood Škoda UK director says the increased investment in marketing and brand communications is part of “major” growth plans for the next three years.

He adds that Škoda plans to “spend more to promote the brand in 2011 than any previous year in its UK’s history”.

Cartledge is a former Royal Mail and Volkswagen marketer and has experience on both the agency and client side after a stint at advertising agency Proximity London.

Since joining Škoda in January 2010, Cartledge was responsible for the brand’s “biggest-ever” marketing campaign, campaign designed to introduce the brand to a younger audience by demonstrating the “meaner side” of it Fabia vRS model.

The campaign was a follow up to its “Cake” campaign created by Fallon.

In 2010 Škoda UK reported a 10.5% increase in new car registrations and holds a 2% market share.

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