MID-ATLANTIC REGION PROFILE
Scott Keogh '91
President, Audi of America
After spending his junior year studying abroad in South America, Scott Keogh '91 had plans to become a foreign correspondent for the New York Times in Latin America. Instead, after a public-relations stint in New York, Keogh spent several months in Bolivia teaching basic family finances to indigenous families as part of a microenterprise project.
After returning to the States, Keogh got a call from a friend from Mercedes-Benz with word of a position for an "alternative-media specialist." After accepting the position, Keogh quickly rose through the ranks at Mercedes-Benz, with assignments in global brand strategy in Germany and as general manager of Smart USA, where he was responsible for sales, marketing, product planning and retail automotive development.
After a decade with Mercedes-Benz, Keogh joined Audi of America as chief marketing officer in 2006. Responsible for leading all product planning for the U.S. market, as well as marketing and advertising campaigns, his successes include Super Bowl advertising and the "Truth in 24" documentaries that told the story of Audi at the 24 Hours of Le Mans endurance race. As chief marketing officer, he also oversaw Audi's increased use of social media and product placement, such as in the "Iron Man" movie series.
A strong advocate for Audi performance and efficiency engineering, Keogh helped steer the introduction of Audi TDI clean diesel technology to the U.S. market by positioning it as a social cause rather than a mere engine variant. He also developed the strategy to re-introduce RS performance models, including the new RS 5 coupe and advocated for the return of the Audi allroad, as part of a strategy that has resulted in 14 new Audi model launches for American consumers since 2006.
Named president of Audi of America in June 2012, Keogh is responsible for all U.S. activities of the brand as it continues to achieve unprecedented levels of sales growth, dealer network development and customer consideration. Given the importance of steadily augmenting Audi's positioning as the premium brand in the American luxury market, Keogh's marketing and advertising work has been as highly lauded as it has been closely watched. In 2011, AdWeek recognized the Audi brand turnaround story by naming Keogh a "Brand Genius" award winner.
In 2011 and 2012, Irish America Magazine named Keogh to its "The Business 100" list. According to the publication, the listing "is a celebration of Irish-American corporate success." It includes 29 CEOs, seven of the Top 10 Fortune 500 companies, and four of the 2010 Forbes Most Powerful Women in the World.
Keogh graduated from Hobart College with a B.A. in comparative literature.