JLR appoints new marketing director for Australia

Jaguar Land Rover Australia has announced Shannon Edwards will take the helm as marketing director more than twelve months after previous head Kevin Nicholls vacated the role.

Edwards is responsible for overseeing all local product marketing, media and communications, and customer experience for both the Jaguar and Land Rover brands in Australia.

In addition, her role expands to include current and future product planning, data strategy, insights, brand and digital experience, customer relationship management and to support the future growth of the manufacturers.

Edwards will report directly to Mark Cameron, managing director at Jaguar Land Rover Australia.

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Prior to joining her role at Jaguar Land Rover Australia, Edwards has worked previously in senior marketing positions at other global companies – including L’Oreal, LVMH and The Estée Lauder Companies – for the Australian market.

“As a dynamic, experienced leader in bringing premium global brands to the Australian market, Shannon is an exciting appointment to the Jaguar Land Rover business,” said Cameron in a statement.

“It’s an incredible privilege to join two iconic and innovative marques in Jaguar and Land Rover, making some of the most desirable and distinctive vehicles in the world,” added Edwards.

Previous marketing director Kevin Nicholls had been at Jaguar Land Rover Australia since May 2014 before leaving the company in April 2020.

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In recent years, JLR’s local division has seen the introduction of its first ever electric vehicle – the Jaguar I-Pace – and the launch of the new generation Land Rover Defender.

VFACTS data shows Jaguar sold 249 vehicles in June 2021, while Land Rover recorded 908 sales for the month. In comparison, main rivals Mercedes-Benz, BMW and Audi moved 3330, 3078 and 1608 vehicles respectively.

Edwards’s appointment comes as the British marque details its new Recharge strategy to help revive the company from financial struggles, claiming every Jaguar and Land Rover model will be offered with an electric powertrain by 2030 – with Jaguar set to go EV-only by 2025.