BMW GROUP

As the strategic marketing lead for the BMW Group account in Kuwait including BMW, MINI, Rolls-Royce, and Land Rover. I led go-to-market strategy, brand localization, and campaign execution across digital and retail channels. Operating agency side, I worked closely with the local dealer and global brand teams to align market needs with brand standards, delivering measurable impact across awareness, consideration, and showroom traffic KPIs.

Objective

To dramatically enhance the digital footprint and market presence of BMW Group's prestigious automotive brands in Kuwait, including BMW, MINI, Land Rover, Rolls Royce, and McLaren. The focus was on elevating brand awareness, showcasing each brand's distinct luxury, performance, and innovative design, and stimulating customer engagement and sales within Kuwait's competitive luxury car segment.

Strategy and Execution:

GTM Planning

  • Designed and executed GTM strategies for new model launches in Kuwait, including the BMW XM, MINI Countryman, and Rolls-Royce Spectre.

  • Aligned global creative with Kuwait specific consumer behavior and media preferences.

  • Led end-to-end launch campaigns from prelaunch teasing to showroom activation and CRM follow up.

Localized Brand Strategy

  • Translated global brand platforms into culturally relevant campaigns for the Kuwaiti market.

  • Oversaw copy and creative adaptation to maintain tone, prestige, and local relevance across BMW’s precision, MINI’s playful spirit, and Rolls-Royce’s luxury storytelling.

  • Applied targeted messaging based on local buyer personas and seasonal behavior.

Integrated Campaign Management

  • Directed multichannel campaigns across digital media, CRM, social content, influencer activations, and showroom promotions.

  • Managed performance tracking, reporting, and optimizations in collaboration with analytics and media teams.

  • Ensured message and visual consistency across paid, owned, and earned channels.

Client and Team Leadership

  • Acted as the strategic point of contact for Ali Alghanim & Sons (BMW Group’s official dealer in Kuwait).

  • Led a team of creatives, media planners, and digital specialists across multiple campaigns.

  • Presented quarterly strategic reviews and facilitated alignment between brand, media, and showroom teams.

Outcome

Market Impact

Achieved a 28% YoY increase in test drive bookings for BMW campaigns.

Generated a 3X spike in showroom footfall for MINI during Ramadan through an integrated influencer + CRM push.

Drove a 56% uplift in engagement for Rolls-Royce Kuwait social content through locally inspired storytelling.

Reduced CRM churn for Land Rover Kuwait by 15% through persona-driven lifecycle messaging.

Market Learnings

Working exclusively in Kuwait, I adapted global frameworks to the country’s unique media consumption, luxury appetite, and showroom dynamics. Success depended on understanding Kuwaiti consumer behavior from Ramadan timing, to showroom foot traffic drivers, to influencer impact and delivering locally relevant messaging without compromising brand prestige.