Department Manager, Brand Strategy & Communication

BMW Group•Woodcliff Lake, NJ

43d•Hybrid

About The Position

Knowing the destination isn't enough: you need to know how to get there. Build up your own networks, exploit new ideas, consistently take the initiative. Inspire other people with your enthusiasm. That's the only way to give ideas the power that allows them to become true innovations. As an independent group of companies, the BMW Group has a commitment to creativity and breakthrough ideas that goes well beyond the racetrack. In order to continuously create ultimate driving machines, we drive our growth and design excellence by staffing our teams with individuals who are innovative and always looking for the next great idea. If you share our vision and view yourself as an independent, creative thinker, we invite you to join our team in this exceptional role located in Woodcliff Lake, NJ. As the Department Manager, Brand Strategy and Communications you will lead the vision, strategy, and execution of all Brand Marketing Communications for BMW in the United States. From national advertising and media planning to digital, social, and growth audience marketing, this position drives how BMW connects with both current and future customers. You'll shape the brand's voice across every touchpoint - crafting innovative, data-driven campaigns that elevate awareness, strengthen brand perception, and inspire desire for the Ultimate Driving Machine.

Requirements

10+ years of progressive experience in automotive marketing and leadership, with a proven track record of driving brand growth, media excellence, and creative innovation in a premium or performance automotive environment.
5+ years of experience leading and managing external agencies (creative, media, and/or digital), with demonstrated success in developing integrated campaigns that deliver measurable business impact.
Deep expertise in strategic marketing communications, including brand positioning, media strategy, digital and social marketing, and omnichannel integration.
Strong financial acumen with experience managing large-scale marketing budgets ($100M+) and optimizing resource allocation for maximum ROI.
Proven ability to inspire cross-functional and cross-tier collaboration - aligning global, national, and regional teams toward unified brand and business objectives.
Experience leveraging data, analytics, and market insights to drive decision-making and continuous performance improvement.

Responsibilities

Lead the long-term marketing communications strategy for BMW of North America, driving full integration across all channels - including Aftersales and Pre-Owned.
Translate global marketing vision into dynamic, market-specific plans that accelerate brand growth, support sales objectives, and deliver successful new model launches.
Oversee the complete annual marketing investment, ensuring smart resource allocation and measurable impact.
Partner closely with global and regional teams to align planning, budgets, and performance goals.
Shape insights-driven strategies through market research, analytics, and competitive benchmarking.
Champion BMW's brand identity across every touchpoint, ensuring a consistent, premium, and emotionally resonant customer experience.
Strengthen brand awareness and desirability, leading initiatives that outperform key competitors.
Serve as the voice of the brand, guiding creative and media partners to deliver work that elevates BMW's iconic image in the U.S. market.
Direct the planning and execution of all national media investments across digital, social, and traditional platforms.
Guide media and social agencies to create innovative, data-led campaigns that reach and engage high-value audiences.
Advance audience targeting and measurement capabilities to maximize campaign performance and ROI.
Expand BMW's social footprint across major platforms by fostering authentic engagement and community growth.
Inspire and lead the development of breakthrough creative across all channels - from television and digital to social, print, and out-of-home.
Oversee the end-to-end creative process, ensuring all communications reflect BMW's brand voice, aesthetic excellence, and innovation.
Collaborate with agency and internal partners to craft storytelling that connects emotionally and drives conversion.
Drive integration across national, regional, and dealer (Tier 3) marketing to ensure consistent messaging and seamless execution.
Support 60+ regional co-ops with customized content, digital assets, and local marketing activations.
Partner with Sales, Product, and CRM teams to ensure cohesive strategies that deliver measurable business outcomes.
Lead BMW's omnichannel marketing evolution, creating unified customer experiences across digital platforms and dealer touchpoints.
Champion Growth Audience initiatives - including cultural partnerships, small business media collaborations, and community engagement.
Optimize BMWUSA.com and Tier 3 websites to deliver a world-class digital experience and measurable e-commerce growth.