Regional Marketing Manager, MINI (Central Region, Chicago Area) - 170002A1

BMW Of North America BMW Technology Corporation Designworks USA

The MINI Regional Marketing Manager is responsible for leading the transformation from a traditional mass advertising strategy to a progressive digital and household level community based activation across the Central Region. This position will drive the Metro Strategy for MINI throughout the region, with additional focus in the key metro markets that have incremental sales potential. Leading the initiation of the digitalization process as well as leveraging learnings to improve the marketing strategy for the nation will be key aspects of the role. Learnings will also be used for other MINI markets globally as this will be the first implementation of an addressable market communication plan for MINI worldwide. The incumbent will collaborate with MINI on new vendor implementation to ensure capabilities match business needs, negotiate with legal, marketing and dealers to align messaging and drive showroom traffic. All while
leveraging regional budgets as efficiently as possible to maximize reach to less than 15% of population to accomplish incremental sales targets. The goal is to seek out high value audiences and avoid all of the waste associated with mass advertising.

This position also provides continuous interaction and collaboration with field Area Managers, regional management and the New Jersey based Marketing team to increase dealer profit and sales, in dealership showroom traffic, increase market share and build MINI brand awareness. The position will also share best practices and case studies for other markets to use and follow.

The ideal candidate for this role will provide strategic direction for the development of this new way of reaching prospects through digital communications and community based initiatives. He/she leads the strategy in the key metros, while also managing all local marketing and advertising needs that are traditionally handled by a
regional marketing expert. This individual must have a savage work ethic, be highly self- motivated and work well in team settings. Additional responsibilities include evaluating the effectiveness of the strategy including creating and studying analytics to ensure effectiveness as well as be responsive and nimble to changes in the marketplace via real time campaign optimization. Last, but certainly not least, this individual must be creative in terms of leveraging assets other than money to create mutually beneficial partnerships and or marketing opportunities.

Position Specifics:

The Regional Marketing Manager, MINI position is located in Chicago, Central Region.



Minimum Requirements:

  • Bachelor’s Degree required, preferred degree but not required in Marketing or Business, MBA is a plus.
  • 5 years marketing experience with a digital focus, agency experiences a plus.
  • Keen knowledge of brand/tactical marketing as well as the automotive competitive marketplace, automotive sales and dealership operations.
  • Leadership, management, relationship building, negotiation and a sense of humor are all required skills/personality attributes for the position.

BMW NA is an EO employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, or protected veteran status.


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