Led the enablement of a transformative self-serve dealership marketing platform for BMW Group, enabling dealerships to create on-demand, on-brand, localised, and personalised marketing assets, reaching 15 million potential and existing customers.
As the automotive industry continues to face disruption fuelled by the rise of electric vehicles (EVs) and technology advancements consumer needs are continually adapting for a cohesive technology, environmentally conscious, and premium driving experience.
To remain competitive automotive brands in todays changing world needs to strengthen their brand presence, and to communicate their own innovations which requires the automotive company and dealerships to sychronise and unified marketing message locally and globally.
For BMW Group, this required rethinking dealership marketing global, addressing the following key challenges:
Dealerships were independently creating local marketing assets based on BMW’s broad brand guidelines, often leading to brand dilution across regions.
This inconsistency challenged BMW’s ability to deliver a cohesive marketing strategy across all customer touchpoints, from digital campaigns to in-store displays, both globally and locally.
While dealerships were proactively investing in local design resources, achieving global standards with impactful messaging and best practices often strained their ability to confidently meet sales, customer engagement, and after-sales targets.
This decentralised approach also fragmenting BMW’s brand consistency at the group level.
Dealerships lacked access to best-in-class tools and platforms necessary to deliver targeted, personalised, and automated digital marketing campaigns, limiting their ability to effectively engage and retain customers.
Contracted through Cognizant’s experience consultancy Zone, which had been awarded the account, Adeeb Khan was brought in to lead the product strategy, development, and implementation of a Dealer Marketing Platform. The initiative aimed to connect BMW Group’s overarching marketing strategy and assets with dealers’ local needs across sales, finance, and aftersales.
A multi-brand platform strategy and roadmap was developed, prioritising features aligned with BMW Group’s overarching objectives and dealer-specific needs, while ensuring the platform remained secure and accessible globally.
Architected a cohesive product strategy that aligned BMW, MINI, Motorrad, and Rolls-Royce under a single technology stack, surfacing relevant content based on user profiles and access points. This enhanced brand cohesion and drove a 46% increase in platform adoption across dealerships.
Launched automated personalisation features across email, social media, local websites, and in-store assets, achieving a 480% improvement in brand consistency across customer touchpoints.
Established feedback loops to capture dealership needs, driving a 14% improvement in dealership sales by addressing specific challenges and uncovering growth opportunities.
Integrated predictive analytics using Tableau to identify dealership sales opportunities, optimise campaign messaging, and enhance campaign performance through tailored, data-driven insights.
Deployed a secure Single Sign-On (SSO) solution through BMW Group IDAM, centralising dealer access, reducing access friction, streamlining dealer onboarding, and ensuring robust data protection.
Orchestrated collaboration across strategy, data, UX, technical, and support teams to deliver a high-availability and scalable marketing platform.
Strategic, leadership and technical competencies applied to this engagement.
Platforms, systems, and technologies involved.
This engagement led to the creation and rollout of a Dealer Marketing Platform, enabling dealerships to produce on-demand, on-brand, localised, and personalised marketing assets seamlessly aligned with BMW Group’s overarching marketing strategy.
It significantly enhanced the orchestration, production, and distribution of marketing campaigns as a unified voice, establishing a strong foundation for BMW Group’s future digital marketing capabilities and solidifying its leadership in the automotive industry.
