NEW YORK: Melody Lee has been named global director of Book by Cadillac, a luxury car-subscription service.
Lee will step into the role on November 1, reporting to Cadillac EVP and president Johan de Nysschen. She is currently the automaker’s director of brand marketing, reporting to Cadillac CMO Uwe Ellinghaus.
Lee has been involved with Book since Cadillac began piloting it last October, working on the brand as part of her marketing duties. At the start of next month, she will drop her marketing responsibilities to focus on the subscription service. The General Motors brand has not determined who will take over her marketing role.
"My responsibility is to take Book and make it a success, but also to grow it into a division of Cadillac focused on innovation around some of the leading trends such as shared mobility, electrification, or other alternative forms of propulsion, as well as the coming of autonomous driving," said Lee.
Book is a luxury vehicle-subscription service, offered for a monthly flat fee of $1,500, which covers registration, insurance, and maintenance. Subscribers can have vehicles delivered and picked up from their preferred locations, and they can choose from five models in the Cadillac lineup.
The Book service is available in New York, but Cadillac plans to expand it in the U.S. and globally, Lee said.
"We think subscription is the next big leap for the business," she explained. "Cadillac is serious about finding more ways to bring more customers into the brand and to give them the kind of access they are looking for."
Before joining Cadillac in 2012, Lee was an EVP at Hill+Knowlton Strategies. She was a member of the PRWeek 40 Under 40 class of 2012.
Last month, Christopher Smith joined Cadillac as manager of marketing and business communications. He was previously a VP, group manager at Ketchum Sports & Entertainment.