BMW Group

Dealership Marketing at Scale

BMW Group logo featured in a case study showcasing dealership marketing transformation, brand consistency, and data-driven customer engagement led by Adeeb Khan.
Interior of the BMW X6 M Competition, a sample of premium marketing content available for BMW Group dealerships.
Automotive Marketing Product Manager

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.

Automotive

Challenge

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:

Transformation & Impact

Response

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.

Strategy & Results

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.

A high-performance BMW Motorrad S 1000 RR motorbike in dynamic motion, showcasing precision engineering and bold design for marketing purposes.
A sleek silver BMW X6 showcasing its modern design and rear exterior, highlighted as a marketing asset for BMW dealers.
A stylish MINI Cooper convertible in black with red racing stripes, showcased as a marketing asset for MINI dealers.
Professional team in a modern office discussing strategies and project metrics on a whiteboard.
Team engaged in a brainstorming session using sticky notes in a modern office setting.
Smiling professional woman in a modern office environment, representing user-focused innovation.
Professional analysing trend analysis graphs on a laptop in a modern office at night.

Competencies & Technologies

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Cybersecurity
    • Single Sign On (SSO)
  • Data & Insights
    • Business Intelligence (BI)
    • Data Analytics & Insights
  • Experience Design
    • A/B Testing
    • Feedback Loops
    • Interaction Design (IxD)
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Continuous Improvement
    • Digital & Collaboration Tools
    • Kanban
    • Lean
    • Process Optimisation & Efficiency
    • Project Management
    • Resource & Capacity Planning
    • Workflow Automation
  • Sales & Marketing
    • Account Management
    • Brand Management
    • Content Marketing
    • Digital Marketing (SEO, Social Media, Email, PPC)
    • Lead Generation
    • Marketing Strategy
  • Strategy & Product Management
    • Digital Transformation
    • Innovation
    • Lean Canvas
    • OKRs & KPIs
    • Problem Statement
    • Product Feature/Enabler Tree
    • Product Lifecycle Management
    • Product Strategy
    • Release Planning
    • Strategic Partnerships & Alliances
    • Strategic Planning
    • Strategic Roadmap
    • Strategic Themes
    • Value Proposition Design
    • Vendor Management
    • Version Roadmap
Platforms & Systems

Platforms, systems, and technologies involved.

  • Atlassian Confluence
  • Atlassian Jira
  • Microservices
  • Microsoft 365
  • Microsoft PowerPoint
  • Microsoft SharePoint
  • Microsoft Teams
  • Microsoft Word
  • Mural
  • React
  • Slack
  • Storybook
  • Websites & Content Management Systems
  • Zendesk

Conclusion

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.