Alex McLean, Marketing Leader for Mini, has been promoted to General Manager Marketing for BMW as the auto brand looks to raise awareness of its increasingly technologically fuel-electric and electric vehicles.
MacLean has been with the BMW Group since 2013, working across the Mini brand in a number of roles including Retail Marketing Specialist, CRM, Digital Marketing Director and most recently Head of Marketing.
His accolades during this time including launching the group’s first online car purchase ride, becoming the first domestic car brand to debut on TikTok, and spearheading the local launch of the Mini Electric Hatch. According to the company, the majority of these vehicles were previously purchased online and sold within two months of their launch.
MacLean takes over the management of mass marketing from Tony Sisto, who left the group at the end of last year after 12 years in the business. Sesto has held the role since April 2018.
McLean is tasked with helping accelerate the growth of the BMW brand, with a particular focus on raising awareness of its expanded range of electric vehicles and new technologies coming into its lineup.
“I am excited about the opportunity to move to work with one of the world’s largest brands,” said MacLean. “BMW Tour is steeped in automotive history, with over 100 years of stories to tell, yet it has an amazing future-oriented approach focused on sustainable mobility. I look forward to further strengthening the brand during my tenure and launching new products and technologies starting with the all-electric BMW iX3, iX and i4. ”
BMW Group Australia CEO Wolfgang Buechel cited McLean’s marketing prowess and knowledge of the group and sector as a no-brainer for promotion.
“I look forward to welcoming Alex as a member of our management team and working closely with him to further develop the BMW brand,” he commented. “He is an experienced executive with knowledge of the BMW Group brands and solid marketing experience, both of which play an important role in achieving our goal of strengthening the brand’s position in the Australian luxury car segment.”
Buechel also thanks Sesto for his contribution over the past 10 years, citing his collaboration with the company’s 47 agents nationwide to transform customer experiences as a special achievement.
BMW said a new head of marketing will be appointed for Mini in Australia but no further details were revealed.
Minnie’s big love for Mardi Gras 2022
The news came as Mini confirmed its partnership with Sydney Gay and Lesbian Mardi Gras on the new campaign, “Great Love Is All Around Us”, to complement the theme of the 2022 show, “United We Shine.”
The program of work will include social movement, digital and on-ground activations through Mardi Gras and Pride month including what the automotive brand is promoting as a “small business of big love” scene on the big night.
Mini launched its social movement this week and is asking consumers to share their stories of great love on social media by tagging MINIAustralia with the hashtag #MINIAactsofBigLove. The first three floors will be digitized and painted into murals around Sydney, where winners will receive a $1,000 prize package.
An attempt is also made to create the “Friends of Mini” network in order to bring together advocates who demonstrate great love values and with a strong connection to the LGBTQIA+ community. Each will share their own #MiniactofBigLove story to inspire fans and contribute to Mini’s “Map of Big Love”, a digital guide to Mardi Gras events.
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