As we wrap up our Porsche — The Drive series, Marketing Manager Caitlin Ryan takes her turn in front of the camera to discuss her passion for innovation, the power of storytelling, and her drive to tell the stories of women making their mark. “All four women we worked with on Porsche’s The Drive campaign were passionate, exciting and driven. And although they had very different stories to tell, what really stood out to me was their burning desire to achieve, regardless of the obstacles in front of them,” says Caitlin.
The Drive presented a rare opportunity to not just celebrate these incredible, successful women — all trailblazing entrepreneurs in their respective industries, but also to discover more about what it was that motivated them to continually push boundaries, and the obstacles they overcame along the way.
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Caitlin, who easily finds a place amongst these inspirational women, has a story of her own to tell — as the driving force helping to shape the narrative of one of the world’s most iconic marques in new and exciting ways.
There’s no question that Caitlin Ryan is the perfect person to be in the driver’s seat when it comes to marketing Porsche in New Zealand. Her love for the brand is both obvious and heartfelt. “I truly do feel proud to work for Porsche, it’s such an awesome brand that so many people feel passionate about. It doesn’t feel like work to me, it’s something I love doing.”
One of Caitlin’s most notable campaigns during her tenure at Porsche has been her work on The Drive, although she’d quickly assure you that this project was much more than just a marketing strategy — it was an opportunity to speak authentically to women in a way the brand has never done before, “We wanted to tell the story of customers who had inspiring journeys, and really understand what it was that drove them to be where they are today.”
The Drive represented something new for Porsche in the sense that this content is reflective of the attitudes and appetites of a shifting audience — one of the many changes the automotive industry is experiencing right now.
As the brand prepares to launch its next model, an all-electric Macan, Caitlin is excited about the new direction Porsche is heading in to meet changing needs. She also notes that, while the brand is always evolving (and is already famous for its ability to constantly innovate), Porsche still finds ways to stay true to its roots too. “Seeing where the brand has come from to where it is today… it’s so awesome to release a new product like the all-electric Macan that really does set the standard for Porsche and what’s to come,” she says. “It’s the timeless design of Macan that we all know and love, and it’s been combined with new aerodynamic technology that gives it that performance and range that will take it to the next level.”
And, as she gears up to launch the new Macan to market at the end of the year, Caitlin’s dedication to the forward momentum of Porsche is evident — with the passionate marketer showing no signs of slowing down.
