General Motors (GM) has named Norm de Greve as senior vice president and chief marketing officer, effective July 31, according to a press release. In his new role, de Greve will report directly to GM President Mark Reuss. 

De Greve joins the Chevrolet, Buick and Cadillac owner from CVS Health, where he has served as CMO since 2015. The executive replaces Deborah Wahl, who retired from GM at the end of March following a four-year stint. Prior to Wahl’s promotion, the GM CMO role had been vacant since 2012. 

In the announcement, GM touted de Greve’s digital bona fides, which were credited with helping turn CVS Health into the largest consumer healthcare firm in the U.S. De Greve’s resume also includes a run at the agency Digitas, where he worked with GM as a client, lending him some built-in familiarity with the business. Prior to that, de Greve spent several years in the world of investment management and management consulting. 

“Norm is an experienced marketing leader with a proven track record of building brands and supporting business growth in a digital world,” said Reuss in a press statement. “His broad background, including time spent at Digitas working with GM, is the perfect fit as we continue our technology-driven transformation.”

GM bringing in fresh marketing leadership comes as the automotive category is seeing demand recover coming out of the pandemic, a period marked by supply chain challenges. New vehicle sales in 2022 were at their lowest point in over a decade, according to CNBC. The industry is also navigating the complex transition to electric vehicles, fueled by increased competition from disruptors like Tesla. 

Rivals have recently brought on new CMOs at this point of transition. Mercedes-Benz in May hired Melody Lee to spearhead its marketing strategy, replacing Drew Slaven, who held the C-suite spot for nearly 10 years. Lee previously stewarded marketing at Cadillac, where she overhauled the luxury brand’s positioning.