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Volkswagen: That’s why Nelly Kennedy failed in Wolfsburg

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Volkswagen: That’s why Nelly Kennedy failed in Wolfsburg

Nelly Kennedy: As Chief Marketing Officer at Volkswagen, the executive was unable to begin to build on her successes at the US digital company Google. VW

Nelly Kennedy was supposed to make the appearance of the brand and products at Volkswagen more emotionally charged and bring a breath of fresh air into marketing.

As a former executive of the IT multinational Google from the USA, the vehicle manufacturer’s new CMO raised high expectations among the German workforce.

All too high, as Kennedy’s departure after just twelve months underlines. Business Insider analyzes the background to VW’s exit.

As surprising as the personnel are, there was little to read about the background to the surprising resignation: Nelly Kennedy, who has only been responsible for international marketing for the car manufacturer Volkswagen Passenger Cars since February 2023, has to vacate her position in Wolfsburg after just one year.

Business Insider therefore asked around among the PR expert’s companions, who studied in Vienna and earned a post-graduate diploma at the renowned US University of Berkeley. The research suggests that Kennedy’s hiring by VW was a blatant misunderstanding and that hardly anyone is deeply mourning her departure as Chief Marketing Officer (CMO).

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