Porsche reorganizes sales and marketing leadership for global growth

Porsche restructures its sales and marketing team in 2025, appointing new regional leaders to address global market shifts. Read more about the leadership changes.

In late February 2025, Porsche AG initiated a significant restructuring within its Sales and Marketing division, coinciding with the appointment of Matthias Becker to the Executive Board. A seasoned executive, Becker had overseen the Overseas and Emerging Markets region for a decade. His promotion was part of a long-planned leadership transition aimed at reinforcing Porsche’s global positioning amid shifting market conditions.

Effective May 1, 2025, Robert Ader will become Managing Director of Porsche Germany — a pivotal market for the brand. Ader, who joined Porsche in 2001, has led global marketing efforts and previously headed the European sales region. He replaces Alexander Pollich, who moved to Shanghai in September 2024 to serve as President and CEO of Porsche China, Hong Kong, and Macao. The leadership transition follows a 28% decline in sales across China in 2024, which significantly impacted the company’s global performance.

As part of the broader reshuffle, Iryna Kauk, who previously led Porsche Central and Eastern Europe in Prague, will assume responsibility for the European sales region (excluding Germany). Her previous role will be taken over by Michael Kirsch, an experienced executive who has served as CEO in several Asian markets, including Korea, Japan, and China.

On the same day, Dr. Christiane Zorn will take over responsibility for the Overseas and Emerging Markets region, succeeding Becker. Zorn most recently oversaw product strategy at Audi AG. Her appointment signals Porsche’s intent to refine its approach in fast-changing global markets.

Additionally, Arthur Willmann will be appointed Head of Global Marketing at Porsche AG starting in May, alongside his current role as Head of Digital Experience & Data. The dual responsibility reflects Porsche’s emphasis on enhancing digital integration across its customer engagement strategies.

These leadership changes are part of Porsche’s contribution to a wider management reconfiguration within the Volkswagen Group, where the sports car brand is taking a more prominent role in design and innovation oversight. The realignment is intended to sharpen brand identity and increase operational efficiency across the group.

Investor sentiment remains cautious. Porsche shares declined after the company issued its second profit warning in 2025, attributing the move to rising costs and ongoing challenges in the Chinese market. Analysts view the leadership shake-up as a strategic response to these pressures and a potential foundation for refining Porsche’s strategy — particularly as the company expands its hybrid lineup and retools its marketing focus.

These appointments reflect more than just administrative changes — they represent the formation of a leadership team prepared to shape Porsche’s direction in the coming years.

Source: porsche.com