The marketing director role was created after an internal review led by Toyota’s recently appointed president and managing director Matt Harrison led him to dispense with the earlier commercial director role and split the duties between a marketing director and sales director – Ewan Shepherd.
Hayes formerly held the role of general manager for vehicle marketing, a post he held since May 2011, and takes up the enhanced marketing role as Toyota bids to further its share of the UK market.
He says: “I believe we have a range of cars that cater to a broad spectrum of consumer types and our dealer network gives some of the best service in the industry. This is central to our continuing success.”
News of Hayes’ appointment comes ahead of the Frankfurt Motor Show which kicks off later this week (12 September) where Toyota’s featured vehicles will include its Yaris Hybrid-R, further displaying its environmental credentials.
Earlier this year, Toyota inked a “seven figure” year-long advertising deal with online video portal Vevo to to promote its Aygo vehicle as it sought to target “young and adventurous” online audiences.