Martin Moll is currently working as Nissan’s general manager of marketing communications for Europe, with a focus on brand strategy, direction and campaign content delivery. Before accepting his role at Nissan, Moll worked as head of European marketing at Honda. He wanted Honda to regain its marketing edge, worrying that the brand would become too bland with too many functional messages. His mission was to get Honda into people’s minds when they consider buying a car, rather than just speaking to existing customers. Moll, who controlled a £100m European marketing budget, talked about Honda returning to its “roots of innovation”, but with an increased focus on social media to help it move from “monologue to dialogue”.
Biggest challenge: "Like many marketers, continuing to convince all stakeholders that marketing is an investment, not an expense."