Keith Spondike

Work History

Work History
Mar 2008 - Present

Director of Marketing & Communications

Director of Global Marketing & Communications

Recruited to this $750 million private jet aviation company and category creator in very light jets reporting to the President/GM, Customer Division.Responsible for marketing strategy, agency management, media planning, sponsorships, consumer promotions, consumer insights, PR/communications, interactive, budgeting and competitive intelligence.Directed a team of twelve employees including performance reviews, career development and succession planning.


  • Worked directly with the President to developed a strategic marketing framework that resulted in the company’s first brand communications architecture and aligned marketing, product, customer care and sales teams in support of the Brand’s new mission and consumer targets
  • Created new brand planning process that led to the development of a global marketing plan committing the organization to deliver on its marketing objectives, strategies and tactics
  • Created public relations strategy and key messaging platform to respond to Congressional & FAA investigation
Nov 2006 - Feb 2008

Director of Marketing & Communications

Detroit Coachworks, LLC

Director of Marketing & Communications

Member of the senior management team for a luxury vehicle conversion company.Responsible for all marketing and communications activities including strategy, marketing plan development, promotions, interactive, pricing, sales forecasting, product life cycle management and public relations.


  • Developed new marketing strategy and positioning framework which enabled GM to enter a new market segment and grow sales volume by 3,500 units and deliver an incremental $35 million in profit
  • Created lean “outsourced” marketing organization model which resulted in reduce headcount and cost saving of over 35%
Jun 1991 - Nov 2006

Sr. Global Marketing Manager

Senior Global Marketing Manager, Cadillac Division, (2002-2006)

Recruited to GM’s $10 billion premier luxury brand to be a member of the senior leadership team charged with reinventing the Cadillac brand.Developed new market strategy and positioning based on mining consumer insights that resonated with import luxury vehicle consumers.Responsible for target consumer definition, voice-of-consumer research, brand positioning, advertising strategy, promotions strategy, pricing and distribution strategy.Directed national and retail marketing initiatives with 1,500 franchise dealer network and wholesale national sales team.


·Member of the all-star team that developed the turnaround strategy for the Cadillac brand that resulted in the new brand positioning and led to a 36% increase in sales making the brand relevant to a whole new generation of performance luxury consumers

·Initiated new market based pricing strategy that was adopted by the corporation and rolled out to all divisions increasing vehicle residual values by 14%

·Led a team that developed Cadillac’s first documented marketing launch process with a web based interface which resulted in a common vehicle launch process that was recognized by GM senior executives as a corporate standard and rolled out to all divisions


Jan 1992 - May 1994


Sep 1986 - Apr 1991




Financial Management


Brand Management

Marketing Strategy



Marketing leadership position that can impact consumers and grow a brands equity and return value to all stakeholders.



Marketing Strategy:A member of the leadership team that led the turnaround of the iconic Cadillac Brand.The new positioning of dramatic presence and performance created the award winning “Break Through” marketing campaign and the highest brand awareness in the luxury vehicle category at 78%.

Consumer Centric:Mapped critical voice-of-consumer insights based on key archetype research with famed consumer researcher Dr. Clotaire Rapaille.Results led to new strategic marketing strategy for both GMC and Cadillac brands.

Global Experience:Built global brands with marketing campaigns and product launches that built brand awareness in Europe, Asia-Pacific and Middle East in both aviation and automotive.

Financial Results:Increased Cadillac’s top line revenue by $2.5 billion which generated an additional $109 million in net profits.