YOU HAVE RECENTLY WORKED ON BMW UK M TOWN AND BMW BOULEVARD AT THE GOODWOOD FESTIVAL OF SPEED, WHAT HAPPENS IN THE LEAD UP TO AN EVENT OF THIS SCALE? WHEN DO YOU START PLANNING?
An event the scale of Goodwood Festival of Speed takes around a year of planning and organisation – and yet the event itself is over in four days. Every aspect of the customer journey before they arrive at Goodwood, to when they walk on the BMW stand, speak with a staff member and interact with the product is carefully thought through. With so many manufacturers and brands at a high profile event, we have to be more creative and innovative to make sure the brand is heard amongst the competition. We work with amazing agencies who help us to achieve our objectives through experiential led solutions. It is important for us to be aware of the latest consumer trends and insights so that we are able to provide a valuable customer experience that people remember long after the event has finished.
WHAT ATTRACTED YOU TO A ROLE WITHIN THE EXPERIENTIAL AND SPORTS MARKETING EVENTS TEAM AT BMW UK?
Event management has always appealed to me as it is a fast paced, dynamic and exciting environment. BMW are involved in a variety of different events and to play a part in these is truly something special and memorable. From British Touring Car Championship, Frieze Art Fair, Goodwood Festival of Speed and M Driving Experiences to name a few – no event is the same and it keeps the role exciting and challenging. Nothing is more rewarding to see events come to life from the briefing stage when concepts are brainstormed to the moment you get on site and the event is due to open to the public. Seeing all of the hard work you, your team and the agencies have devoted to be physically in front of you and ready for customers to experience is a special feeling that never fails to make me feel privileged in what I do for a living.
YOU PREVIOUSLY WORKED IN MOTORRAD, HOW IS THIS DIFFERENT TO YOUR CURRENT ROLE WITHIN BMW UK?
Apart from the fact that the product I work with now has two more wheels, I am now responsible for more high profile events which makes the role more challenging, but also more rewarding. My previous role in Motorrad meant I had to be cross functional in all aspects of marketing disciplines due to the small size of the team. My current role has a lot more focus on providing the experience for our customers from start to finish whilst ensuring that the overarching experiential strategy is delivered. This means working with our agencies to develop our plan for the year and identifying milestone events which are important in shaping BMW’s overall experiential strategy. An example of this would be working with our Munich colleagues in planning the activation for Formula E in July 2020, as this has seen a huge surge in popularity and involvement over the last few years.
WHAT IS YOUR FAVOURITE BMW, PAST OR PRESENT?
I have been lucky enough to drive almost every BMW in the range both on the public road and on track, where our M vehicles really shine and are truly something special. My favourite model has to be the new BMW M850i Convertible. It has a luxurious interior, an aggressive and elegant design and most importantly the sound of that V8 engine is spectacular and breath-taking on full acceleration.
WHAT HAS BEEN A PERSONAL HIGHLIGHT IN YOUR CAREER SO FAR?
It is difficult to pin down one specific highlight, as the more I reflect on the things I have learned and achieved - I find myself identifying points in my career which make me feel both humbled to have experienced and proud to have accomplished.