Uwe Ellinghaus

RESPONSIBILITIES Brand strategy and brand positioning Brand communication, sponsoring, CRM, digital and social media Product management and pricing Launch and lifecycle management of all models Corporate and brand identity management of all dealerships Merchandising and lifestyle

All global sales activities All global marketing activities

RESPONSIBILITIES BMW’s global brand strategy and positioning Global operational marketing of the BMW brand (communication, CRM, sponsoring, product launch and lifecycle marketing) CRM, digital marketing, product placement, social media Trade fairs and exhibitions for all three brands (BMW, MINI, Rolls-Royce) Merchandising and lifestyle for BMW and MINI BMW Classic Heritage Center BMW Welt (brand experience and vehicle collection center)

RESPONSIBILITIES Global brand communication/artwork in traditional and digital media (ATL/BTL) Ensuring a uniform corporate/brand identity for BMW worldwide BMW brand communication strategy (target groups, media plans) Global web content management system for all 70 subsidiaries

Responsibilities: Brand communication across all media CRM, digital, social marketing Retail marketing for 160 BMW dealerships Product launch and lifecycle marketing for BMW in the UK Sponsoring Product management

RESPONSIBILITIES Image market research/brand monitoring in 54 countries Environment and trend research Product market research (car clinics, early buyer studies) Advertising impact research Retail market research