Modernizing a Global Automotive App

Name, Positioning and Go-To-Market Ecosystem Refresh

Summary

I led the renaming, repositioning, and ecosystem-wide modernization of a major global automotive ownership app — a high-visibility initiative spanning marketing, product, UX, engineering, legal, CRM, web, and more than 60 global markets. This transformation modernized the brand, significantly reduced customer confusion, and re-established the app as the core entry point to the connected-vehicle experience.

Challenge

After years of incremental growth, the digital ecosystem had become cluttered and hard for customers to navigate. Similar-sounding products created confusion across web, in-app experiences, support, and retail environments.

With significant UX, brand, and support modernizations occurring simultaneously, the company needed a bold, clear, customer-centric identity reset — one aligned across leadership, global markets, technical teams, and every digital touchpoint.

My Role & Contributions

  • Led global, cross-functional alignment for rename initiative.

    Unified product, marketing, UX, engineering, legal, and regional leadership around a multi-phase identity shift

    Proactively identified dependencies across teams and orchestrated timing that minimized disruption across UX redesign work, global rollout schedules, and technical constraints

    Built and socialized a clear, repeatable rollout model that established sequencing and ownership for app store updates, CRM journeys, web content, help/support experiences, and field communications

  • Built the messaging, positioning & customer value narrative.

    Led the authoring of a refreshed messaging framework that distilled complex digital features into clear, customer-centric benefits

    Reframed the app as the entry to ownership, loyalty, and connected services — establishing a more intuitive way to communicate value across the ecosystem

    Created cross-channel copy guidelines used across app store creative, CRM, web, support, and retail materials

  • Directed creative & marketing readiness across channels.

    Partnered with creative, brand, and digital teams to develop refreshed visual + messaging assets for global app stores across 60+ markets

    Led cross-team readiness sessions to ensure all paid media, email, and web assets aligned with the new brand

    Coordinated with international teams to translate, regionalize, and deploy creative in alignment with market regulations

  • Modernized the broader digital ecosystem via high-volume content overhaul.

    Coordinated updates across:

    120+ CRM journeys

    110+ web pages

    6,100+ support articles

    Ensured all content aligned with the rebrand while prioritizing accuracy, clarity, and customer comprehension

    Unified retail, customer service, and loyalty experiences under the new identity

  • Launched first-ever paid media campaign for the app.

    Led strategy and readiness for the company’s first paid media investment promoting the app’s new identity

    Helped define audience logic that focused on a broad segment of existing and prospective owners across major paid channels

    Directed cross-functional planning for targeting, creative needs, and timing — ensuring the campaign aligned with app store, CRM, and UX updates

    Built executive communication used to secure investment and establish a scalable model for future app-focused marketing

    Improved ownership awareness and supported re-engagement of a large population of eligible users without exposing proprietary volume

    This established the blueprint for how the organization approaches future paid media for digital experiences.

By the Numbers

  • 60+ global markets aligned under the refreshed identity

  • 120+ CRM journeys rebuilt or modernized

  • 110+ web pages transformed

  • 6,100+ support articles updated for accuracy & consistency

  • Millions of global users transitioned with minimal confusion

  • First-ever paid media campaign executed for the app

Outcome

This transformation delivered a clear, intuitive digital identity that strengthened customer understanding, reduced friction across channels, and elevated the app as a strategic asset for future connected-vehicle innovation. The first-ever paid media campaign established a new model for how the organization markets its digital ecosystem moving forward.

Key Transferable Skills

  • Executive-ready storytelling & transformation leadership

  • Multi-team orchestration across product, UX, engineering & global markets

  • Messaging architecture and narrative development

  • Scaling global rollouts with operational discipline

  • Building GTM foundations for digital products

  • Leading first-time initiatives (new media models, new narratives, new operating rhythms)