General Motors Appoints CMO for Buick and GMC Brands

General Motors is appointing former Nissan CMO Allyson Witherspoon as its new Chief Marketing Officer for Buick and GMC.

In her role, she will lead marketing for the two brands under General Motors Chief Communications and Marketing Officer Lin-Hua Wu, who took on the role last November. 

“It's an incredible honour to partner with a strategic and talented leadership team and dealer network to steer both brands into the next era,” Allyson says. “I look forward to helping write the next chapter for two iconic American brands in Buick and GMC. Elevating the experiences, technologies and vehicles that inspire confidence, enable adventure and deliver premium capability in everything we do.”

A career at Nissan

Allyson has spent more than 12 years working for Nissan – first as a Director of Marketing for its Infiniti luxury division, where she led marketing communications, media and digital customer experience strategies to drive consumer engagement and growth. 

From there, she progressed through a series of marketing leadership roles throughout the wider Nissan brand, before taking on a role as Chief Marketing Officer and Global Brand Advisor just over a year ago. 

In this role, she has led a marketing team of 500 internal and agency personnel, managing more than US$1.2bn in marketing investments and delivering a 25% improvement in operational efficiency and effectiveness to drive business growth. 

She also implemented in-house asset and CRM managed services and led an AI marketing transformation during her tenure – enabling more personalised interactions and enhancing brand discovery. 

“To my Nissan and Infiniti colleagues: I am grateful for the daring spirit of our employees,” Allyson says. “Thinking back on the last 12.5 years leaves me speechless. People are what make the company great, so thank you for the support over the years.”

Before joining Nissan, Allyson held various roles at companies such as Havas Worldwide, Merkley + Partners and Ansira. 

Marketing leadership shifts at General Motors 

There have been several marketing leadership shifts at General Motors in the past year. 

In November, Lin-Hua was appointed Chief Communications and Marketing Officer for the company – merging both its communications and marketing functions into a single team for the first time. 

Norm de Greve, the company’s former Chief Marketing Officer, was then appointed General Motors’ first-ever Chief Growth Officer – a role he held until June 2026, when he left the company. A direct replacement has not been named. 

Also in June, the company appointed Sigal Cordeiro, formerly its Vice President of Global Portfolio Planning and Customer Research, to a role as VP, Global Marketing and Insights, where she reports directly to Lin-Hua. 

Since Lin-Hua’s appointment, the company has launched several new campaigns and partnerships, including a ‘See the USA’ campaign for Chevrolet, launched during the 2026 Winter Olympics, and the announcement of Cadillac’s F1 debut during the Super Bowl. 

In both Q1 and Q2, the company was America’s number two automaker in US sales, with Q2 sales totalling 714,896 vehicles. The company also remained the number two EV seller in the US during the second fiscal quarter.