The former global chief marketing officer of General Motors is now helping Safe-Guard Products International.

This week, the platform provider of private label protection products for the automotive, RV, marine, and powersports industries announced the appointment of Deborah Wahl to its board of directors.

Safe-Guard highlighted Wahl brings decades of executive marketing leadership from some of the world’s most recognized brands, as the company accelerates its growth strategy and digital transformation initiatives.

“Deborah’s strategic insight will be invaluable as we continue to deepen our partner relationships and deliver meaningful value to our customers,” said David Pryor, president of Safe-Guard Products International. “Her background in automotive retail innovation and digital marketing will be a critical asset to our customer experience strategies across our entire product portfolio.”

During her tenure as global chief marketing officer at GM, Wahl led the company’s strategic marketing initiatives, driving profitable growth along with increased market share and brand strength. She presided over the launch of GM’s electric vehicle strategy, developing a new customer base and brand segments.

Prior to her role at GM, Wahl served as chief marketing officer at McDonald’s USA, executing the company’s turnaround strategy and ushering in an era of digital platforms, digital menu boards, and a successful mobile app, demonstrating her ability to drive digital transformation in established companies.

Wahl’s executive leadership experience is rounded out by roles as global chief marketing officer at Cadillac, chief marketing officer at Chrysler, and vice president of marketing at Lexus.

“Deborah brings a combination of brand vision, marketing innovation, and executive experience that aligns perfectly with our mission,” said Randy Barkowitz, executive chairman of Safe-Guard Products International. “Her leadership will help drive the next phase of growth for Safe-Guard as we continue to evolve our digital capabilities and expand our market presence.”

Management went on to say Wahl’s appointment reflects Safe-Guard’s commitment to digital transformation, brand growth, market share expansion, and customer experience excellence across its industry-leading protection products platform.

“I’m honored to join Safe-Guard’s board of directors at such an important time in the company’s evolution,” Wahl said. “The F&I space is undergoing rapid change, and Safe-Guard is uniquely positioned to lead this transformation through innovative products and technology. I look forward to contributing to Safe-Guard’s continued success in helping to improve consumers’ long-term vehicle ownership experiences.”