Kawasaki Motors Corp., U.S.A. (KMC) is further strengthening its marketing communications team with the addition of three new managers who will oversee key departments.
Marketing director Chris Brull said the group’s structure will allow for greater cross-product category representation and will continue to assure that all outreach disciplines are well coordinated.
Brull said KMC has hired Sian Goad as brand strategy manager, Katrina Fraze as brand communications manager, and Kevin Allen as PR and experiential brand manager. All three have assumed their roles at the company’s Irvine, Calif., headquarters.
Goad, a longtime powersports enthusiast who has ridden more than 100,000 miles on her motorcycles, was at one time a marketing manager with Ducati. She will focus on strategic development of Kawasaki’s marketing efforts and will also provide support to various specialty programs and the company’s interactive planning process. Goad also held positions with Jackson Family Wines and as a social media marketing consultant.
The new brand communications manager, Fraze also is a powersports enthusiast with experience off-road on two- and four-wheel machines and on the water with personal watercraft. A career-long advertising professional, she worked at Mazda’s advertising agency and also with a strategic consulting firm during Fisker Automotive’s formative period. Her primary role at KMC will be in the conception, development, and execution of Kawasaki’s brand and product advertising.
Most recently with Pirelli Tire, Kevin Allen has broad experience working with media in the U.S. and in Europe where he was responsible for both event management and public relations duties. His motorcycling experience includes street and off-road riding, and in addition to PR, he will also assume responsibility for the company’s Consumer and Corporate Events groups, which are being melded into a cohesive unit.
The company’s retail/regional marketing efforts continue to be led by Jeff Horton, and along with the newly appointed managers, this entire group will report to Brull.
“Our new team members will add unique experiences to an already seasoned and successful marketing organization, and we anticipate they will be up-to-speed very rapidly,” Brull said.