Alan Bethke

Senior Vice President, Marketing

Alan Bethke is Senior Vice President, Marketing at Subaru of America and has overall responsibility and accountability for Subaru’s marketing department, including brand strategy; model strategy; new product launches; media planning and buying; digital/mobile/social marketing; advertising creative, lead management; sponsorships and promotions; regional and dealer marketing and customer advocacy & retention. Alan also has executive responsibility for the automaker’s Corporate Communications and Customer Service departments.

Alan has been instrumental in defining and stewarding Subaru’s highly successful “Love” campaign, including developing strategy and award-winning advertising creative. During Alan’s tenure, Subaru has refined the Subaru brand, successfully launched new models, and reached record levels of brand and product awareness, favorable opinion, shopping, and customer leads. Since 2007 Subaru has tripled its U.S. market share, with eight consecutive annual sales records, and record profits with the lowest customer incentives in the automotive industry.

Alan joined Subaru in 2003 and has worked in various roles for the company including: Director, Marketing Communications; Manager, Marketing Operations and Planning; National Advertising Manager; and Advertising Production Manager. Prior to his move to Marketing, Alan was a Subaru District Sales Manager and was the recipient of several sales leadership awards.

Alan was recruited out of college to join Maytag Appliances, as a District Sales Manager from 1995-1998 and then worked for American Suzuki Motor Corporation from 1998-2003 in a variety of marketing and sales roles.

Alan graduated Magna Cum Laude with an MBA from Rutgers School of Business – Camden, and holds a Bachelor of Arts in Marketing from Penn State University, Smeal College of Business. Alan also has diverse life experiences, having lived and worked in eight states across the United States, and in Japan for three months. He lives with his family in South Jersey.

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