Audi of America has appointed Esther Francis as Senior Vice President and Chief Marketing Officer of Brand Marketing and Communications, placing a longtime Audi and Volkswagen Group executive in charge of the brand’s U.S. marketing and external communications.
Francis assumed the role on August 1, 2026, and reports directly to Audi of America President Vito Paladino. She will lead Audi of America’s integrated brand marketing and communications team, overseeing brand strategy, marketing and external communications in the United States.
Francis’ experience within Audi and the wider Volkswagen Group is notable. Of her more than 27 years working in marketing and communications, 19 have been spent within the Group across several international markets.
Most recently, Francis served as Head of Brand Communication, Content Marketing and Collaborations at AUDI AG in Germany. In that position, she developed and implemented global brand communications programs across traditional and digital channels, giving her direct experience with Audi’s central brand strategy before moving into the U.S. market.
“Now is the time to reignite our brand and remind consumers what makes Audi, Audi,” Paladino said in announcing the appointment. “Esther’s extensive global experience, paired with her strategic vision and people-first leadership style, makes her an exceptional fit to lead Brand Marketing & Communications at Audi of America.”
Before her most recent role in Germany, Francis served as Vice President of Marketing for FAW Audi in China. There, she co-led a multinational team and developed annual marketing and communications strategies supporting both sales and brand-building efforts in one of Audi’s largest and most competitive markets.
Her previous Volkswagen Group positions also include Head of Brand Marketing and Consumer Communication for Volkswagen Passenger Cars in China and Head of Marketing for Audi South Africa.
Francis’ history with Audi dates back further still. Earlier in her career, she worked as Promotions and Events Manager and later Brand Manager for Audi South Africa, giving her experience with the brand at both the local market and global corporate levels.
That background distinguishes the appointment from an outside marketing hire. Francis arrives in Reston with experience across Audi’s regional, national and global operations, as well as time working with the Volkswagen Passenger Cars brand. Her career has covered established and developing markets, including South Africa, China, Germany and now the United States.
Prior to joining Audi and Volkswagen, Francis led brand marketing for Oakley Africa. She helped establish the company’s regional brand marketing department, managed media relations and worked on repositioning the performance eyewear and apparel brand in the African market.
Francis holds a National Higher Diploma in Public Relations Management, awarded cum laude, from Nelson Mandela Metropolitan University in South Africa.
Her appointment comes as Audi of America works to strengthen the brand’s position in the U.S. amid a broad transition in product, design and technology. Paladino’s reference to “reigniting” the brand suggests that communications and brand identity will be central priorities under the new leadership structure.
Francis’ experience may be particularly relevant as Audi attempts to create a more consistent connection between its global direction and the expectations of the American market. She has worked within Audi’s central communications organization while also leading marketing in geographically and culturally distinct regions.
The appointment adds an executive who already understands the company, its internal structure and its brand history. Francis is not arriving to learn Audi from the outside. She has spent much of her career working within the organization and will now be responsible for translating that experience into a clearer and more effective presence in the United States.