Dean Norbiato became General Manager of Marketing for Kia Australia in January 2019. Since then, the Korean brand has undertaken a complete product, brand, and logo refresh and, in turn, sailed up the sales ladder from ninth spot to become a top-four automotive brand in Australia.

Dean credits the senior management team supporting the benefits of long-term brand building versus tactical immediacy marketing as a chief catalyst for Kia’s triple-figure brand health growth. The brand has also seen a double-digit increase in the buying metrics of consideration and intention, which are notoriously difficult to impact.

To drive growth, Dean and the marketing team relied heavily on insights to illuminate strategic opportunities. Dean’s passion for creativity and breaking category conventions facilitated brand distinction in a mature and cluttered auto market. This approach was evidenced by the bold “Kia’s Getting a Ute” campaign, which featured Australian sports celebrities to build brand credibility and positive association – without even showcasing the vehicle.

Previously, Dean worked at Bastion, leading strategic and experiential projects for blue chip organisations, including Blackmores, NRL, ACT Government and his current employer, Kia.

Before 2015, Dean held marketing roles at vitamin Company, Swisse, managing ambassadors and sports partnerships, and at Swimming Australia, working in media and marketing.