Isuzu brings on first marketing leader for digital and CRM

Customers are increasingly in control of their own purchase experience, making digital technologies a must for any modern brand approach, says new recruit

Customers are increasingly in charge of their own purchase experience, making it vital that brands invest in digital technologies to help guide and manage those expectations, Isuzu’s new CRM and digital marketer claims.

Michael McLean was recruited to the newly created role of marketing manager for CRM and digital at the truck manufacturer last week. The role sees him dealing with customer engagement and relations management, and overhauling Isuzu Australia’s digital communications approach.

Prior to joining Isuzu, McLean headed up the marketing consumer division for TechTronics Industries Australia overseeing digital, onsite and in-store teams and a range of power tool brands including Ryobi and AEG. He has 15 years’ worth of experience in sales and marketing.

IAL director and chief operating officer, Phil Taylor, said the development of the new role reflected the company’s commitment to embracing an ever-evolving media and marketing landscape.

“For many decades, we’ve worked hard to establish ourselves as genuine leaders of the Australian trucking industry, but that’s not just confined to selling steel,” Taylor said in a statement.

“We’ve identified the importance not only of having a strong presence within a shifting media, marketing and communications setting, but also in having an even more sophisticated understanding of our customers’ needs and aspirations.”

McLean said Isuzu had done a great job of being a market leader for the last 26 years, but like any organisation, needed to increasingly embrace new technology around marketing and communications.

“More than ever before, the customer is in charge of their own purchase experience,” he said. “We know 80 per cent of customers have already done their research online and come very close to making a final decision before they even set foot on the showroom floor. It’s our challenge then to guide and manage that experience.”

Key to success in the new role will be customer relations management or ‘CRM’, a juncture of data collation, communications and marketing, essential to a more sophisticated sales approach, McLean said.

“Isuzu has a really good underlying foundation for database marketing. I’d like to be able to take it to that next level and generate some detailed insights,” he said. “There are two sides to it really. You’ve got the management of existing relationships and the nurturing of new leads to assist with a purchase.”

McLean added it was vital not to deploy digital marketing technologies just for technology’s sake.

“It’s about employing the right tools for the business to grow and continue to succeed,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in