Brand loyalty: Marnie Samphier will head Holden’s brand strategy across Australia and New Zealand as she joins the brand’s Down Under team as general manager of marketing strategy.

GM HOLDEN continues to bolster its ranks with Holden New Zealand general manager of marketing Marnie Samphier heading Down Under to add the new role of general manager of marketing strategy to her responsibilities.

Leading Holden’s brand strategy across both countries, Ms Samphier will work under Kristian Aquilina, who succeeded Mark Harland as Holden Australia director of marketing early last month and continues to work as Holden NZ managing director – splitting his time between both countries before, as GoAuto understands, moving full-time to Australia later in the year.

Ms Samphier brings 11 years of Holden experience to her new role, including nearly six years in the top marketing job at Holden NZ, as well as a stint as marketing communications and sponsorship manager from January 2007 to October 2012.

Prior to joining Holden NZ, Ms Samphier held roles in a variety of companies including Telecom Xtra brand and communications manager, Bank of New Zealand national sponsorship manager, Southern Cross Healthcare national sales operations manager, as well as more than 10 years as Ernst & Young national marketing manager.

Ms Samphier and Mr Aquilina together worked on “The Chop” advertising campaign in NZ from October 2016 for the Holden Astra that has garnered critical acclaim and raked up more than 600,000 views on YouTube.

Ms Samphier’s appointment is the latest change to Holden’s Australian sales and marketing team following Mr Aquilina’s move in April, while former head of sales Peter Keley has returned to his old role to help turn around Holden’s declining market share.

In Australia, Holden sales have been steadily dropping this year, sliding 22.5 per cent to 20,100 in the first four months of 2018.

By Tung Nguyen