Thomas J. Peyton
AVP, Marketing Operations
American Honda Motor Co.
How To Best Build Your Brand – Is Marketing Technology the Answer?
While new marketing technologies can offer promises of improved efficiency and attribution, building your brand still all starts with creating strong consideration. Tom Peyton, AVP of Marketing Operations for American Honda will address several recent marketing challenges Honda has encountered and will explain the solutions Honda developed during their ongoing quest to have the best brand and most satisfied customers in the industry. Specifically, Tom will discuss the framework Honda’s overall Corporate Philosophy provides, and how ECRM and Data Management have taken on new roles in an age where consumers are bombarded with an unprecedented amount of automotive impressions. Tom will also provide insight on the key metrics Honda uses to gauge success and what results they have achieved.
About Thomas J. Peyton
Thomas J. Peyton is the Assistant Vice President of Marketing Operations for American Honda Motor Co., Inc. His responsibilities include overseeing marketing and media operations for the Honda and Acura Brands.
Peyton joined American Honda in 2001 as the Senior Manager of Marketing, where he directed incentives, sales promotion, sales training and regional marketing programs for the Acura and Honda Brands. Later, he served as Senior Manager of Honda Advertising directing Honda Brand advertising and marketing, which included creative strategy, media, digital, social and event marketing.
Prior to joining American Honda, Peyton spent fourteen years with DaimlerChrysler and the Chrysler Group where he held several senior sales and marketing positions, including executive roles in Product Planning, Jeep Advertising, Media, Incentives and establishing the Interactive and E-commerce disciplines.
Peyton has an M.B.A. and B.S. in Marketing from the University of Southern California. He also completed an Executive Education curriculum at Stanford University.
Honors he has received include being named to the Ad Age Marketing 50, Billboard’s Branding Power Players, Forbes 50 Most Influential CMOs and Hot Topic’s 100 Most Innovative CMO’s in the World.