Susanne Hardy is a Marketer of the Year finalist in the YouTube NZ Marketing Awards 2025.
The winner will be announced on September 3.
Name: Susanne Hardy
Job title: Assistant Vice President – Marketing Sustainability & Technology, Toyota NZ
In a couple of sentences, sum up your career so far.
My career at Toyota has been a lifelong journey, starting at the age of 22. Over the last 25 plus years, my professional and personal milestones have intertwined, creating a rich array of experiences. Alongside completing my Executive MBA, I’ve had numerous opportunities to move within the organisation, gaining insights into various areas and shaping my career as an authentic and well-rounded leader. My passion areas of marketing and IT have been a big driving force behind my work at Toyota, allowing me to thrive in roles where I can contribute lasting value.
The yardstick of success
How do you measure the success of a campaign?
Campaign success for me is two-fold, you have the objective measures of success which depend on the campaign goal – such as vehicle sales or maintaining top position in a vehicle category – but equally important are the subjective measures: the coffee machine conversations, the feedback from our customers, partners and Toyota stores on the ground. It’s about what a campaign makes people think, feel or do. I believe the emotive and rational responses combined are an important measure of success for any great campaign.
Say hello to the other Marketer of the Year finalists 2025
Brid Drohan-Stewart
Cath Brands
Dave Pearce
Fraser Shrimpton
Leanne Too
Matthew Pickering
PJ Morris
Focus on sustainability
How do you incorporate eco-friendly practices in your marketing initiatives?
My portfolio at Toyota New Zealand encompasses not only marketing and technology but also sustainability. For Toyota, environmental sustainability is more than just a set of carbon reduction targets, it is a fundamental pillar that supports our brand vision under “Let’s Go Places”. I play a crucial role in ensuring we uphold this pillar’s promise by integrating sustainable practices into all aspects of our work. This includes implementing eco-friendly initiatives at our events and supporting our stores to achieve meaningful sustainability-focused outcomes in their communities. Toyota’s commitment to sustainability is exemplified by our Toitū Enviromark Diamond certification, the highest possible, which we proudly uphold in all our locations.
How does Aotearoa rate?
On a scale of ‘deathly boring’ to ‘in a golden age’, where does Aotearoa sit when it comes to creativity?
Aotearoa certainly seems to punch above its weight on the world stage when it comes to creativity. As a nation, we are adept at grasping new technologies and using them to develop and enhance our work, especially in the marketing space. Our uniqueness rivals many other nations, particularly thanks to our multicultural and bicultural society which enriches so many creative pursuits – visually, musically or through communication. Aotearoa has been on a journey to embrace these integral aspects of our identity and is showcasing to the world what we have to offer.
Good stuff, hard stuff
Biggest win this year?
2025 has been a remarkable year with three standout achievements:
- Being named #1 for Kantar Corporate Reputation second year running is a powerful testament to our brand, but ultimately the demonstration of proof that we are doing right by our customers and that we are focussed on the right areas.
- Launching Let’s Go Places 2.0, integrating TFS into our mobility marketing platform, has been a significant milestone, and I am proud to lead this initiative with my incredible team.
- Lastly, the NZ Rugby partnership has been a major success, delivering a substantial and enduring platform with impressive speed.
What are the most significant challenges for our industry at the moment?
AI is a hot topic in marketing, presenting both opportunities and challenges. The key is to balance AI adoption with human creativity, ensuring we stay relevant while maintaining the personal touch. Ownership of content and creative IP is crucial, as is keeping marketing an attractive career for future talent. For New Zealand, the challenge is to remain a top marketing destination, attracting international companies and maing use of our unique landscapes for campaigns.
Coming up
What’s next on your to-do list?
Now that we’ve established a robust marketing platform, my next project will focus on unifying our customer experience and technology landscape. This initiative has two key components: first, transitioning from vision to action with our “Let’s Go Places” brand, and second, using sports as a means for Toyota to connect with New Zealand as we evolve into a mobility company. Our goal is to create a unified and personalised experience that will underpin all our customer interactions.
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