New direction: Manuel Tyras has redirected his focus from marketing to dealer network development.

KIA Motors Australia (KMAu) has announced the appointment of Dean Norbiato as its new general manager of marketing, replacing Manuel Tyras who has been reassigned to general manager of network development.

Mr Norbiato joins Kia from Sydney-based sponsorship and experiential marketing agency Bastion EBA, where over the past four years he has played a key role across a broad range of accounts – including Kia – as group account director (since late 2016) and earlier as key account director.

He previously worked for vitamins giant Swisse as partnerships manager, developing and executing the sponsorship and public relations strategy for the company’s high-profile ambassadors and sporting partnerships over a three-year period.

Earlier in his career, Mr Norbiato spent about eight years with Swimming Australia, working his way up through the marketing ranks to eventually become commercial and marketing manager.

Mr Tyras, meanwhile, takes control of the network development department, which has not had a dedicated general manager for some years and which Kia says now requires that level of oversight as the company manages the rapid growth of its business in Australia.

The experienced automotive industry executive has worked for KMAu for the past four-and-a-half years, joining as brand and advertising manager around September 2014 before rising to general manager of marketing six months later.

Dean Norbiato

He came to the South Korean brand from independent distributor Sime Darby, where he had spent 18 months as national marketing manager for the Citroen brand.

Prior to that, Mr Tyras spent three years with the agency Morris & Partners as a director on the Land Rover Australia account, while earlier in his career he worked for several years with DDB in Sydney on the Volkswagen account.

Other OEM experience includes four years with Hyundai Motor Company Australia from 2006 to 2010, during which he had a two-year stint as retail marketing manager and another two years serving as product planning manager.

In announcing the latest appointments, KMAu chief operating officer Damien Meredith said in a statement: “In any business, no matter how successful, there are always benefits in a fresh pair of eyes. In this instance, we are able to have some fresh ideas in two key departments without sacrificing any experience.

“Manuel clearly understands Kia’s core business requirements and will bring a focused view of what is required in the network development sphere, while Dean has previously worked with KMAu from his previous position at Bastion and brings a fresh view on key areas.”

As GoAuto has reported, Kia is aiming to sell more than 60,000 new vehicles in Australia this year, surpassing the record 58,815 registrations it banked in 2018. 

By Terry Martin