FARMINGTON HILLS, Mich. — Mercedes-Benz Financial Services USA LLC announced this week the appointment of Geoff Robinson to vice president, effective May 1, 2016.

Previously, Geoff Robinson served as vice president of marketing and chief digital officer at the company. In that role, he was responsible for defining and executing marketing and communications strategies for Mercedes-Benz Financial Services’ U.S. market. In his new role, Robinson will be responsible for financing and leasing-related sales, marketing and dealer relations activities of Mercedes-Benz and smart products in the United States. He will also be joining the company’s Americas region executive leadership team, the company notes.

“With more than 25 years in the business, Geoff brings extensive knowledge of the industry and proven leadership success to his new role,” said Peter Zieringer, president and CEO of Mercedes-Benz Financial Services and regional head of Daimler Financial Services Americas. “He will continue to grow the strong partnerships with our brand partner, Mercedes-Benz USA, and our valued dealer network to provide exceptional experiences for our customers.”

Robinson joined the company in 1990 as an area manager. He’s since held multiple roles with increasing levels of responsibility.

“I feel fortunate that my professional journey has brought me to this new assignment, especially after spearheading some of our company’s most recent initiatives in the digital space,” said Robinson. “One of our key goals is to continuously elevate the service we provide for our customers, dealers and partners at Mercedes-Benz USA, while driving innovation forward for the future success of our organization.”

The current vice president of Mercedes-Benz Financial Services, Brian Fulton, will be taking on the role of president and CEO of Mercedes-Benz Canada Inc. upon Robinson’s effective appointment. Robinson will be based in the company’s regional headquarters in Farmington Hills, Mich., according to Mercedes-Benz Financial Services USA.