{"id":67639,"date":"2025-12-12T19:04:13","date_gmt":"2025-12-12T18:04:13","guid":{"rendered":"http:\/\/www.abmnews.com\/blog\/?p=67639"},"modified":"2025-12-12T19:04:15","modified_gmt":"2025-12-12T18:04:15","slug":"citroen-cambio-al-vertice-marketing-arriva-aline-germain","status":"publish","type":"post","link":"https:\/\/www.abmnews.com\/blog\/citroen-cambio-al-vertice-marketing-arriva-aline-germain\/","title":{"rendered":"Citro\u00ebn, cambio al vertice marketing: arriva Aline Germain"},"content":{"rendered":"\n

Citro\u00ebn cambia regia nel marketing globale e lo fa con una scelta che parla di continuit\u00e0 e accelerazione sul fronte\u00a0digital<\/strong>,\u00a0content<\/strong>\u00a0e\u00a0pubblicit\u00e0<\/strong>. Dal 1\u00b0 gennaio 2026,\u00a0Aline Germain<\/strong>\u00a0assumer\u00e0 la responsabilit\u00e0 del\u00a0marketing Citro\u00ebn<\/strong>, riportando direttamente al CEO\u00a0Xavier Chardon<\/strong>\u00a0e raccogliendo l\u2019eredit\u00e0 di\u00a0Federico Goyret<\/strong>, ringraziato per professionalit\u00e0, creativit\u00e0 e dedizione in una fase segnata da numerosi lanci.\u00a0<\/p>\n

Non \u00e8 solo una nomina: \u00e8 un messaggio interno ed esterno. Chardon, nel dare il benvenuto a Germain, sottolinea la \u201cvasta esperienza\u201d maturata tra marketing, media e advertising in diversi mercati e con pi\u00f9 marchi del Gruppo Stellantis, elementi considerati decisivi per \u201crafforzare posizione e immagine\u201d del Double Chevron su scala globale.\u00a0<\/p>\n

Chi \u00e8 Aline Germain: vent\u2019anni tra marketing, mercati e marchi Stellantis<\/strong><\/p>\n

Il profilo di Germain \u00e8 quello di una manager cresciuta \u201cin casa\u201d e poi temprata all\u2019estero. Dopo un master in marketing alla Sup de Co Montpellier Business School, entra in Citro\u00ebn nel 2001 coordinando attivit\u00e0 di advertising e media. Nel 2008 diventa\u00a0Marketing & Sales Promotion Manager<\/strong>, quindi nel 2016 si trasferisce nei Paesi Bassi come direttrice marketing per Citro\u00ebn e DS Automobiles.\u00a0<\/p>\n

La traiettoria si allarga nel 2021 con\u00a0Jeep<\/strong>\u00a0nella regione Enlarged Europe, prima come Sales & Marketing Manager e poi in ruoli di crescente responsabilit\u00e0 su\u00a0brand content<\/strong>. Nel 2025 arriva l\u2019incarico di\u00a0Head of Brand Content & Digital<\/strong>per Jeep, Dodge e RAM: un passaggio che aiuta a leggere la sua \u201cfirma\u201d professionale, pi\u00f9 vicina alle logiche dei contenuti, delle piattaforme e della costruzione di community.\u00a0<\/p>\n

\u201cVicinanza, tecnologia utile, audacia\u201d: il DNA Citro\u00ebn da rimettere al centro<\/strong><\/p>\n

Se il curriculum racconta la solidit\u00e0, le parole della nuova responsabile indicano la direzione creativa. Germain parla di un \u201clegame storico e privilegiato\u201d che unisce Citro\u00ebn a clienti, partner e distributori, e chiede al marchio di riaffermare il proprio DNA:\u00a0vicinanza alle persone<\/strong>,\u00a0tecnologia utile<\/strong>\u00a0e quel tocco di\u00a0audacia<\/strong>\u00a0che rende Citro\u00ebn \u201cdavvero unica\u201d.\u00a0<\/p>\n

\u00c8 una dichiarazione che suona come una presa di posizione nel rumore di fondo dell\u2019auto contemporanea: meno slogan e pi\u00f9 sostanza, pi\u00f9 chiarezza su cosa significhi \u201cutile\u201d per chi guida ogni giorno. E, soprattutto, un linguaggio capace di far convivere accessibilit\u00e0 e personalit\u00e0, senza perdere l\u2019ironia e il coraggio progettuale che hanno reso Citro\u00ebn riconoscibile in ogni generazione.<\/p>\n

Da gennaio 2026: il marketing come regia del nuovo racconto globale<\/strong><\/p>\n

Dal 1\u00b0 gennaio 2026, l\u2019arrivo di Germain mette insieme due esigenze che spesso faticano a convivere: proteggere l\u2019heritage e spingere sul presente. Da un lato, la continuit\u00e0 di una manager che conosce Citro\u00ebn dall\u2019interno; dall\u2019altro, l\u2019esperienza recente su marchi dove la competizione si gioca anche su velocit\u00e0 di esecuzione, qualit\u00e0 dei contenuti e precisione della presenza digitale.\u00a0<\/p>\n

Federico Goyret, intanto, passer\u00e0 a un nuovo ruolo che sar\u00e0 annunciato successivamente: un\u2019uscita di scena ordinata, che evita strappi e lascia una traccia netta sul \u201ccome\u201d Citro\u00ebn ha raccontato i suoi ultimi modelli.\u00a0<\/p>\n

In pratica, la nuova regia dovr\u00e0 armonizzare campagne, media planning e creativit\u00e0 con la misurabilit\u00e0 dei dati: dalla pubblicit\u00e0 tradizionale alle piattaforme social, fino ai contenuti pensati per accompagnare l\u2019esperienza in concessionaria e online. \u00c8 qui che l\u2019esperienza di Germain tra\u00a0media<\/strong>,\u00a0pubblicit\u00e0<\/strong>\u00a0e\u00a0digital<\/strong>\u00a0pu\u00f2 fare la differenza, soprattutto in un\u2019industria dove l\u2019attenzione dura pochi secondi e la fiducia si costruisce nel tempo.<\/p>\n

Il punto, ora, \u00e8 trasformare la nomina in un vantaggio tangibile: una narrazione coerente in tutti i mercati, una relazione pi\u00f9 stretta con la rete e una promessa di marca pi\u00f9 facile da riconoscere. Perch\u00e9, nel 2026, a vincere non \u00e8 solo chi lancia un prodotto: \u00e8 chi riesce a farlo entrare nella vita delle persone con un racconto credibile, utile e, s\u00ec, un po\u2019 audace.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":67640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[373,293,7854],"tags":[8806],"class_list":["post-67639","post","type-post","status-publish","format-standard","has-post-thumbnail","category-citroen","category-news","category-protagonisti","tag-digital-automotive"],"yoast_head":"\nCitro\u00ebn, cambio al vertice marketing: arriva Aline Germain - AbmNews<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.abmnews.com\/blog\/citroen-cambio-al-vertice-marketing-arriva-aline-germain\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Citro\u00ebn, cambio al vertice marketing: arriva Aline Germain - 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