BMW Group

Dealership Marketing at Scale

Automotive Marketing Product Manager

Led the enablement of a transformative self-serve dealership marketing platform for BMW Group, enabling on-brand, localised campaigns, on-demand personalised marketing assets, and intelligent reporting, reaching 15 million potential and existing customers.

Automotive

Challenge

As the automotive industry continue to face a pivotal transformation, fuelled by the rise of electric vehicles (EVs) and the disruptive influence of technology-forward brands like Tesla. Consumers increasingly value cutting-edge technology, environmentally conscious choices, and premium brand experiences. To remain competitive automotive brands need to strengthen their brand alignment across dealerships and deliver powerful, high-quality marketing assets that resonate globally yet adapt locally.

For BMW Group, this required rethinking dealership marketing across global and local channels, addressing the following key challenges:

Off-Brand Dealership Assets
Dealerships independently created local marketing assets based on BMW’s broad brand guidelines, often resulting in inconsistent representation across regions. This posed a risk to BMW’s brand integrity as it sought to move towards a unified global approach, ensuring brand alignment across all customer touchpoints, from digital campaigns to in-store displays.
Dealer Marketing Resource Constraints
Many dealerships were investing heavily in local design resources, diverting efforts from core areas like sales, customer engagement, and after-sales service. This decentralised approach strained dealership resources, slowed their ability to respond to market demands, and increased the likelihood of fragmented branding.
Limited Digital Marketing Expertise
Traditional dealerships lacked the skills, experience, and technical tools to deliver sophisticated, automated digital marketing. They required centralised support to implement effective digital strategies, especially critical in a competitive EV market, to attract and retain customers in a digital-first environment.

Response

Contracted through Cognizant’s experience consultancy Zone, Adeeb Khan led the product strategy, product development and implementation Marketing Platform that aligned with BMW Group’s overarching brand objectives with dealership-specific marketing needs. This strategy supported sales, finance, and aftersales initiatives, delivering a platform that empowered dealerships to execute high-quality, on-brand campaigns at scale.

Transformation & Value Creation

A phased approach was implemented, emphasising brand consistency, dealership empowerment, and enhanced security across BMW Group’s marketing platform.

Unified Product Strategy
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.
Marketing Personalisation
Launched automated personalisation features across email, social media, local websites, and in-store assets, achieving a 480% improvement in brand consistency across customer touchpoints.
Dealer-Centricity Insights
Established feedback loops to capture dealership needs, driving a 14% improvement in dealership sales by addressing specific challenges and uncovering growth opportunities.
Predictive Analytics Integration
Integrated predictive analytics using Tableau to identify dealership sales opportunities, optimise campaign messaging, and enhance campaign performance through tailored, data-driven insights.
SSO & Security Integration
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.
Cross-Functional Collaboration
Orchestrated collaboration across strategy, data, UX, technical, and support teams to deliver a high-availability, scalable marketing platform that met diverse dealer requirements across regions.

Conclusion

This engagement empowered BMW Group’s dealerships with a scalable, self-serve marketing platform, reinforcing brand consistency and enhancing dealership performance across multiple regions. By aligning BMW’s strategic marketing vision with the practical needs of dealerships, the initiative achieved operational efficiencies, elevated dealer engagement, and set a strong, secure foundation for BMW Group’s future digital marketing capabilities. This project has positioned BMW Group as a leader in dealership empowerment and brand excellence.

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
  • Storybook
  • Websites & Content Management Systems