From Formula One to the Olympic Flame: Andreas Sigl’s Playbook on Leadership & Marketing

Andreas Sigl joins the show to talk about his global career in branding and marketing. He shares stories from working in Japan, leading Formula One sponsorships, helping launch Infiniti in Europe, and even advising the International Olympic Committee. Andreas also talks about writing his upcoming book and what young marketers should focus on in an AI-driven world. Packed with real stories and honest advice, this episode is a great listen for anyone interested in international business and brand strategy.

https://www.linkedin.com/in/andreassigl/

Andreas Sigl
Global Chief Marketing Officer | Brand Transformation Leader | Thunderbird
Class of 1995

Andreas Sigl is a globally recognized marketing and communications executive
with over 25 years of experience driving brand transformation, strategic growth,
and leadership alignment across industries including automotive, technology,
FMCG, sports, and lifestyle. Known for his ability to reposition premium brands,
lead large-scale digital transformations, and deliver sustainable growth, Andreas
has held senior leadership roles at some of the world’s most iconic organizations,
including Intel, Audi, Nissan/Infiniti, the International Olympic Committee, Philip
Morris International, and Stoli Group.
As the former Chief Marketing Officer of Stoli Group, Andreas elevated the
company’s marketing strategy to a global level, streamlining operations,
amplifying creativity, and driving consumer-centric outcomes. Prior to that, he
served as Vice President of Global Media and Partnerships at Philip Morris
International, where he spearheaded brand engagement initiatives during the
company’s transformation toward a smoke-free future. His career also includes a
decade at Nissan, where he repositioned the premium challenger brand Infiniti
and led the digital transformation of Nissan Corporation worldwide. Earlier in his
career, Andreas made his mark at Audi North America, where he upgraded the
digital consumer experience, and at Intel, where he helped pioneer the
groundbreaking Intel Inside Program.
A dual citizen of Switzerland and Germany, Andreas has lived and worked across
Europe, the United States, and Japan, and speaks four languages: English,
German, French, and Japanese. His global perspective and cross-cultural expertise
have been instrumental in building high-performing teams and fostering
collaboration across diverse markets.
A proud graduate of Thunderbird School of Global Management (Class of 1995),
Andreas credits the school with shaping his global mindset and professional
ethos. He has maintained strong ties to the Thunderbird community, serving as a
guest speaker for executive education programs and initiating partnerships
between Thunderbird/ASU and Philip Morris International.
Andreas embodies the Thunderbird Mystique—a unique and enduring spirit that
transcends traditional educational bonds. For him, Thunderbird is more than a
school, it’s a global family defined by camaraderie, cultural intelligence, and a
shared commitment to fostering global prosperity. The lifelong friendships,
collaborative ventures, and shared values he gained as a T-bird have been a
guiding force throughout his career.
“The mystique isn’t just something we talk about—it’s something we live,”
Andreas reflects. “Thunderbird didn’t just shape my career, it shaped who I am. It
gave me the tools to navigate complex global challenges, the confidence to lead
in multicultural environments, and the humility to learn from every culture I’ve encountered. I’ll always be proud to call myself a T-bird.”

This podcast is sponsored by Freshwater Investments