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.
WHAT AWAITS YOU.
Strategic Leadership
- 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.
Brand Stewardship
- 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.
Media Strategy, Planning & Optimization
- 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.
Creative Excellence
- 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.
Cross-Tier Management
- 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.
Digital & Growth Innovation - 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.
WHAT YOU SHOULD BRING.
- 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.
WHAT YOU CAN LOOK FORWARD TO.
- Medical, Dental, and Vision insurance.
- 401(k) with Company match and Retirement Income Account.
- Employee vehicle program.
- Bonus eligibility.
- Paid Parental Leave.
- Generous PTO and Company paid holidays.
- Voluntary Benefits to fit your needs.
Relocation is available for this position.
This is a hybrid role that requires regular attendance in the office.
The expected salary range for this position is $157,800.00 - $291,900.00.
The selected candidate’s education, skills, experience, and location will be used to determine the final salary offer. All pay ranges are based on a full-time work schedule. This statement is in accordance with state and local pay disclosure requirements.
Even more so than the generous compensation and benefits, the culture and values of BMW of North America makes it the ultimate working environment. These values are Responsibility, Appreciation, Transparency, Trust, and Openness. We allow these values to guide the way we conduct ourselves and our business.
BMW in the United States is an equal opportunity employer. It is the policy of BMW Group in the United States to provide equal employment opportunity (EEO) to all qualified persons regardless of age, race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status.
