FIVE QUESTIONS WITH...

Joe Torpey, Jaguar North America's New Marketing Communications Manager

In this month's feature, Joe Torpey talks about 'Jaguar at Play', reaching new customers in a digital world and the perks of being a one‑time valet‑parker.

1. So what does the job of Jaguar Communications Manager involve?

It’s certainly an all‑encompassing role. Essentially, it’s communicating with the customer through pretty much every type of advertising ‑ from TV to print, from radio to digital, from e‑mail to direct mail. What’s exciting to me right now is finding ways to break through the clutter and communicate Jaguar’s messaging in today’s instantly‑changing digital world.

2. What's your background?

I’m a native New Yorker, born and raised in Queens, and have worked in the New York metro area my whole career. I started off as a freelance writer for a local TV station then moved into marketing with roles at AIG, Bell Atlantic Mobile, then a four‑year stint with Hertz followed by five years with BMW. My last position was director of digital marketing at LG Electronics.

3. What are you working on at the moment?

We’re on the countdown to launching a key new Jaguar brand campaign for TV, shining the spotlight on the 2012 model year line‑up. On my first day at Jaguar, I was working on storyboards for our “Jaguar at Play’ campaign which focused on the dynamic abilities of our high‑performance models, the 2012 XF R, XKR‑S and XJ Supersport.

4. The 'Jaguar at Play' campaign was a pretty dramatic departure for the brand. What can you tell us about it?

It was our first major collaborative venture with Jaguar’s new in‑house advertising agency, Spark44, and our first involvement with the highly‑acclaimed film specialists, Bandito Brothers and Coyote Productions. It was an incredible three‑day shoot that started north of San Francisco, then took us to the old Mare Island Naval Shipyard and ended in Long Beach. I think the result really shows the tremendous energy and excitement that’s surrounding Jaguar right now.

5. Tell us something we don't know about Joe Torpey?

Since I was a kid, I’ve always had an undying passion for cars. So how does a teenager get to drive some of the coolest cars out there? You become a valet‑parker. At 19, I got to manage a team of valet guys out in Great Neck, Long Island and we’d run the valet parking at weddings and receptions. So every weekend I was driving Rolls‑Royces, Mercedes, BMWs and, naturally Jaguars. I loved the old XJ‑S. Apart from the distinctive style – I will always remember the great smell of its leather and wood.