The Dutch company TomTom, one of the leading manufacturers of automotive navigation systems in the world, just lost itself a premier marketing arm in Alex Batchelor. After having managed TomTom’s international positioning aspect short of a year, Batchelor has reportedly left after a mutual decision between him and the company.
When Batchelor joined TomTom in July 2008, he was hired as the executive vice president of marketing. Batchelor’s service of 11 months included heavy responsibilities, including managing the sat-nav internationally, and positioning both the TomTom products and services as the ruling in-car navigation system.
TomTom, which is based in Amsterdam, was where Batchelor spent four of his days, and the rest of the week he flew back to the UK where he spent time with his family and home. On the other hand, Eight months after he joined TomTom, he was also elected chairman of the management board of the Marketing Society.
Batchelor has a twenty-year long, colorful working experience in the field of marketing and international brand management. He was the Orange company vice president for marketing global brand in 2002 until 2005. Interbrand hired him in 1996 and there he served as joint managing director for Interbrand for the period 1996 – 2002. Batchelor also servied as joint managing director for Saatchi and Saatchi four years prior, and served a seven year stint at Unilever which started in 1987 with the same position. Before he joined the TomTom company, he worked with Royal Mail Group in the United Kingdom as the marketing director.
The UK-based publication Marketing Week broke the news, but contacted by the GPS Business News after the story broke out, TomTom declined to give any comment. The company, however, revealed it is speaking to a short-listed candidates who will take over Batchelor’s marketing head position with TomTom.

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