Robin Sutherland joins TLA as CMO

TLA, the tech platform connecting new car buyers with major car brands, has today announced the appointment of Robin Sutherland as Chief Marketing Officer (CMO).

The company, which works with leading automotive manufacturers including BMW Group, Ford Motor Company, and Volkswagen Group, enables its clients to sell more cars by simplifying the car buying process for consumers, and said that Sutherland’s appointment will help drive forward both its business and consumer propositions.

Robin Sutherland

He will be responsible for developing TLA’s consumer strategy and creating a data and insight-led approach to customer acquisition and engagement.

TLA said he will also lead on building out the firm’s marketing function, owning the end-to-end customer experience, and developing TLA’s network of publisher partnerships.

Highly experienced in consumer marketing, Sutherland has held a variety of senior leadership roles over the last 20 years across travel, new media and ecommerce businesses including Expedia, British Airways, TravelSupermarket, ebookers and Gelato.

As Marketing Director and then Managing Director of ebookers between 2015 and 2019, he managed the platform and marketing transition after the Expedia acquisition, and delivered a step-change in ebookers profitability through a focus on loyalty and brand engagement.

Commenting on his appointment, Sutherland said: “I’m delighted to join TLA at a pivotal moment for both the business and the automotive sector more generally.

The growth of electric vehicles combined with the growing use of online channels for car research and booking has changed consumer behaviour immeasurably.

“We now have the opportunity via the rise of digital to really support consumers through this evolution, and part my role at TLA will be to ensure that we make the car buying process as simple and intuitive as possible.

Anton Hanley, CEO, TLA said: “These are exciting times for TLA and we are confident that Robin’s appointment will fast track the development of our consumer proposition and customer acquisition across our owned and publisher sites.”

“TLA has made great strides over what has been a difficult last year – TLA now works directly with over 80% of UK automotive Original Equipment Manufacturers – and bringing Robin’s expertise into the fold will help to drive further gains for TLA going forward.