Aline Germain appointed Citroën global marketing director starting 2026

Since taking the helm of the double-chevron brand, Xavier Chardon has been actively redefining the organizational structure to inject new momentum into the leadership teams. Following a recent strategic change in communications, the CEO is now focusing his reorganization efforts on a central pillar of the manufacturer's strategy: marketing. In line with this logic of renewal and consolidation, Citroën has announced the arrival of a well-known figure within the company. Indeed, a loyal brand veteran, boasting an extensive international career within the group, will take the reins of this key department starting January 1, 2026.

A homecoming for a Stellantis expert

It is now official: Aline Germain will become the new Global Marketing Director for Citroën at the beginning of next year. She faces the significant task of succeeding Federico Goyret, whose appointment to a new position within the group will be announced at a later date. This appointment marks a symbolic turning point, as it signals the return of an expert who built the foundations of her career at the very heart of the brand.

Aline Germain's career path illustrates steady progression and unwavering loyalty to the automotive group. Holding a Master’s degree in Marketing from Sup de Co Montpellier Business School, she began her career at Citroën in 2001. At that time, she served as Coordinator for International Advertising and Global Media, an initial experience that allowed her to grasp the brand's DNA on the global stage. Her progression was linear: in 2008, she was promoted to Head of Marketing and Sales Promotion at Citroën.

Her profile became more international in 2016 when she moved to the Netherlands to serve as Marketing Director for Citroën and DS Automobiles. This experience in a demanding European market allowed her to refine her strategic vision. Subsequently, her career took on a multi-brand dimension within the Stellantis galaxy. In 2021, she was appointed Sales and Marketing Director for Jeep in the Enlarged Europe zone, before expanding her responsibilities as Head of Content and Marketing for the American brand. More recently, in 2025, she held the strategic position of Head of Content and Digital for the Jeep, Dodge, and RAM brands. It is with this cross-functional and digital expertise that she returns "home" today.

A shared vision for the brand's future

This appointment is part of a clear desire to strengthen Citroën's image globally by relying on proven skills. Official statements reflect this shared ambition between general management and the new marketing lead. Aline Germain, who will report directly to Xavier Chardon, will be tasked with steering all marketing levers in a rapidly changing automotive context.

Xavier Chardon, CEO of Citroën, emphasized the relevance of this strategic choice: "I am very happy to welcome Aline Germain as Head of Marketing for the Citroën brand. Her extensive experience in marketing and in various fields such as content, digital, media, and advertising, acquired with different brands of the Stellantis group and in different markets, will contribute to strengthening the Brand's position and image on a global scale." He also acknowledged the work accomplished by her predecessor: "I would like to thank Federico for his professionalism, creativity, and commitment, particularly for all the new model launches he perfectly managed during these two years at the head of the Brand's marketing. I wish him the best for the future."

For her part, Aline Germain approaches this new stage with enthusiasm, aware of the challenges linked to brand identity: "I am delighted to renew the historic and privileged link that unites Citroën not only with its customers but also with its partners and distributors. The Brand must reaffirm its DNA: proximity to people, useful technology, and that touch of boldness that makes Citroën truly unique." These words confirm the future direction of the brand's marketing: a desire to place people and boldness back at the center of the discourse, values cherished in Citroën's history.

Continuing Citroën's creative renewal

With this appointment, Xavier Chardon methodically continues the reshuffling of Citroën's leadership teams, ensuring that every key position is held by profiles capable of driving the brand's growth ambitions. Aline Germain will have the delicate but exciting mission of succeeding Federico Goyret. The latter leaves behind a legacy marked by the return of striking and bold advertisements, which successfully generated positive buzz for Citroën. Notably, his era will be remembered for the memorable "UFO" campaign for the Citroën C4, an advertising spot that not only made an impression with its originality but was also recognized with multiple awards in the communications sector.

By choosing Aline Germain, who began her career at Citroën, the management is betting on experience and intimate knowledge of the corporate culture. She perfectly understands the brand's codes and will undoubtedly serve it ideally to continue the renewal already underway. Her expertise acquired in digital and content roles at Jeep, Dodge, and RAM will be a precious asset in continuing to modernize Citroën's image while respecting the heritage of popular boldness that is the strength of the French manufacturer.