SEAT S.A. appoints Helena Mariscal de Gante as Global Head of Corporate Communications, and promotes Patrick Sievers to CUPRA Global Head of Marketing

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  • Both take on their new roles with the challenge of boosting SEAT S.A.’s success and driving CUPRA’s international growth while supporting the company during its ongoing transformation
  • Mariscal de Gante will be responsible for corporate communications for SEAT and CUPRA, reporting to the Head of Global Communications Cécilia Taïeb
  • Under Sievers’ leadership, the marketing team will reinforce CUPRA’s positioning as an emotional and rebellious brand. He will report to CUPRA Chief Brand Officer Ignasi Prieto 

Helena Mariscal de Gante has been appointed new Global Head of Corporate Communications for SEAT S.A., responsible for further developing the communication strategy and activities of SEAT and CUPRA. She will lead SEAT S.A.'s corporate communication strategy during its most significant transformation to date. In her new role, Mariscal de Gante will contribute to the globalization and growth of the CUPRA brand, while supporting SEAT S.A.’s vision of transforming Spain into a European electromobility hub. She will report directly to Cécilia Taïeb, the Head of Global Communications for SEAT S.A.

“Helena's arrival at SEAT S.A. couldn't be more timely as we accelerate our cultural, organizational and industrial transformation. With her vast experience in corporate communications, deep-rooted knowledge of our company, innate understanding of the media landscape and her strategic thinking skills, she's perfectly positioned to amplify our remarkable story to the world. Under her leadership, I have no doubt our corporate communications will continue to raise SEAT S.A.'s reputation and elevate CUPRA's positioning as it becomes a truly global brand,” said Cécilia Taïeb.

CUPRA has also promoted Patrick Sievers as the new Global Head of Marketing, reporting directly to Ignasi Prieto, Chief Brand Officer of CUPRA. From his new position, he will reinforce CUPRA on its journey to be more than just an automotive brand and expand its international boundaries.

“I am really happy that Patrick takes over the new role as Global Head of CUPRA Marketing. Since CUPRA was launched in 2018 he has been a key member of our Tribe. His bold attitude and unlimited ambition perfectly suit the brand’s DNA. With his leadership and personal capabilities, Patrick will bring the brand to the next level,” said Ignasi Prieto.

Strengthened communications to lead SEAT S.A. into the future

Mariscal de Gante joins SEAT S.A. at an exciting time, with the momentum of last year’s best ever financial results continuing to propel the two brands. As Global Head of Corporate Communications, she will strengthen SEAT and CUPRA as drivers for the future of mobility. She will lead the corporate communications team to secure the company’s mission to turn Spain into an electromobility hub in Europe by leading the project of the urban electric family for the Volkswagen Group.

Mariscal de Gante will also take part in the development of CUPRA’s corporate narrative as an unconventional challenger brand for the next generation and will bolster its communications strategy as a key lever of CUPRA’s globalisation journey, all while preparing the brand for its entry in the United States.

Before joining SEAT S.A., Mariscal de Gante worked for more than 15 years on various communications assignments at the international public relations firm Edelman, eventually leading the corporate communications team in their Madrid office. She has a double degree in journalism and law from the Universidad Carlos III de Madrid.

New marketing lead to boost CUPRA’s global positioning

As he takes over in his new role as CUPRA’s Global Head of Marketing, Patrick Sievers continues positioning CUPRA as an emotional and rebellious brand, connected to the next generations. Sievers will endeavour to increase CUPRA's desirability as a brand for car lovers, while preparing CUPRA for its next phases of growth and globalization, which include the launch of the brand’s second all electric vehicle, the CUPRA Tavascan, and the electrified CUPRA Terramar later this year. He will also push CUPRA’s boundaries to create a universe that goes beyond vehicles, connecting with lifestyle brands and movements, as well as with the unique members of the CUPRA Tribe.

Patrick Sievers earned his undergraduate and master’s degrees in international management and marketing from institutions in Germany and studied at ESIC Business and Marketing School in Madrid. He has risen through the ranks of the company, starting out at SEAT Germany in product marketing, then becoming assistant to the executive vice-president of Sales and Marketing. Previously, Sievers was the Global Head of CUPRA Brand Experience during which he managed sponsorship negotiations, including with FC Barcelona, and some of CUPRA’s most memorable events to date like the Impulse Event in Terramar-Sitges in 2022, the Exponential Impulse event in Berlin in 2023 and the World Premiere of the new CUPRA Formentor and CUPRA Leon in 2024.