CUPRA appoints Ignasi Prieto as new Chief Brand Officer

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  • This newly created role will replace the CUPRA COO position, previously held by Sven Schuwirth. Effective April 1st, Ignasi Prieto will lead the CUPRA brand as it enters the next stage of its growth strategy
  • Among his responsibilities, he will take charge of CUPRA’s Product Marketing, Marketing Communications and Brand & Customer areas
  • Reporting directly to Wayne Griffiths, CEO of CUPRA, and working hand in hand with Sven Schuwirth, SEAT S.A.’s Executive Vice-President for Sales and Marketing, Prieto will also head the CUPRA Racing strategy 

As Chief Brand Officer, Ignasi Prieto will lead the Global Marketing and Product Marketing strategy for CUPRA, as well as heading the Dealer Network Development -including CUPRA City Garages- programme, the Brand & Customer department and the brand’s Marketing Communications area. He will also be in charge of the CUPRA Racing strategy.

CUPRA always looks to challenge the rules of the industry. That’s why we have created this new position, to drive the brand’s expansion at all levels, from marketing to brand & customer support. To take on this role, we needed someone with the ambition and vision to take CUPRA to the next level. Ignasi Prieto is definitely the right person for the job. He has consistently demonstrated a 360º vision of brand strategy and a non-conformist attitude that is exactly what CUPRA needs to continue our unstoppable growth.” said Wayne Griffiths, CEO of CUPRA. 

“As CUPRA prepares to launch its biggest product offensive, Ignasi Prieto takes on this new role at a pivotal time for the brand.  With his extensive knowledge and expertise, he will ensure alignment and agility across the different areas of the brand and be key in securing the future success of CUPRA. ” added Sven Schuwirth, Executive Vice-President for Sales & Marketing of SEAT S.A. 

A proven leader

Ignasi Prieto has 20 years of experience in the field of marketing and advertising within the automotive sector. His career at SEAT S.A. started in 2015 as Global Head of Brand Advertising, and after two years in this role, he was appointed as the Global Head of Brand Content, Sponsoring & Social Media of SEAT S.A. In January 2020, he was appointed Global Head of Marketing at CUPRA and, in October 2021, he became the Global Marketing Director of SEAT and CUPRA.

Before joining SEAT S.A., he worked for more than 8 years at Nissan Motor Corporation, where he held various positions in advertising, business strategy and customer retail experience. He also has extensive experience as an account executive in communication and advertising agencies such as McCann Erickson, Delvico Bates and TBWA.

Ignasi Prieto graduated and obtained a Masters in Business Administration (MBA) from the Esade Business School in 1998. In addition, he completed a Program of International Management at the University of Illinois Urbana-Champaign.