Senior management changes at Kia UK with new sales director

Kia UK’s sales director and marketing director have swapped jobs as part of the brand’s new business strategy.

Former marketing director Sanka De Silva is now Kia UK’s sales director, while Steve Hicks has moved from sales to head up the brand’s marketing.

The role swaps are effective from today (March 3, 2025).

De Silva joined Kia UK in 2017, then with a clear focus on strategic dealer marketing communications and retail programmes.

He then progressed to lead the wider UK marketing function. 

De Silva said: “I am thrilled to be taking on this new position at such an exciting and evolving time for Kia.

“Our entry into the LCV market and the changing industry landscape presents a real opportunity for Kia.

“With such a strong product line-up in view, an engaged and committed dealer network and sales momentum at a promising rate, we’re in a positive position and I am eager to get started and lead our sales function to new heights.”

Hicks also joined the business in 2017, leading all sales channels across retail and fleet, for new and used cars, in collaboration with the 190-strong dealer network.

He has played “an instrumental role” in Kia’s sales growth in recent years, increasing new car sales from 93,304 in 2017, to 2024’s record of 112,252.

Taking on his new role as marketing director, Hicks will now lead Kia UK’s marketing function as the brand ramps up new EV product introductions.

Hicks said: “Kia is at a pivotal moment right now, as we enhance our position as a leader in electrification. 

“The trust and engagement of our customers has always been key to our continued success, and I am honoured to have the opportunity to lead Kia’s product positioning and marketing communications to enhance how UK consumers approach and engage with the brand.”

Both moves have been made to deliver on Kia’s ‘Take the Lead’ strategy for 2025, outlined at the brand’s annual dealer conference in January.

Alongside other key priorities, the strategy focuses on introducing the company’s largest number of new electrified vehicles in a single year, and entering the light commercial vehicle market for the first time with the fully electric Kia PV5.

Both Hicks and De Silva maintain their equal position on the executive board of directors for Kia UK and continue to report to commercial director, Simon Hetherington.