Renate F. - Participant

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Munich, Germany

Experience

May 2025 - Aug 2025

4 months

Participant

MBAI® Program – Leaders of AI

Program to equip professionals with the knowledge to strategically implement and manage AI in business, including practical AI applications (e.g. ChatGPT, copy.ai, make.com, Voiceflow, Midjourney)
Covering generative AI, strategic implementation, leadership, ethics, and AI business transformation with use cases for marketing, sales, operations and HR

Jul 2021 - Present

4 years 5 months

Senior Agile Project Manager and Marketing Consultant

Freelance

Senior agile project management and rollout lead for online buying process for major German automotive brands in several European and Asian countries (long-term project 3.5 years for The Marcom Engine / Serviceplan Group)
Digital solution lead for several websites and online marketing consultancy in the pharmaceutical industry (long-term project 1.5 years for Edelman Germany)
Marketing consulting for omnichannel communication for an insurance company (long-term project 1 year for kl, company)
Consulting start-ups regarding marketing strategy and execution of marketing measures, e.g. channel management for the respective customer journeys

Aug 2016 - Jun 2021

4 years 11 months

Germany

Team Lead Global Digital Marketing for BMW & MINI Aftersales

BMW AG

Led a digital team of 6 in charge of digital marketing and online communication for BMW & MINI Aftersales, including functional leadership
Held budget responsibility for the annual budget and managed suppliers
Developed the global digital strategy by identifying relevant trends for the BMW & MINI Aftersales division
Orchestrated and implemented digital campaigns for accessories, services and parts on digital channels, including performance tracking and data analytics in collaboration with worldwide marketing departments
Managed, planned, conceived and continuously improved digital platforms and tools (e.g. Accessories Configurator and Accessories App), steering rollout to markets

Jan 2014 - Aug 2016

2 years 8 months

Germany

Senior Product Owner / Project Leader Business Development for the International Web Platform “BMW.digital Stage 2”

BMW AG

Managed the international online platform “BMW Stage 2” for national brand representation in over 50 markets
Refined strategy and governance for the overall BMW digital strategy
Planned, conceived and steered development of content features for the web platform, including budget responsibility
Managed service providers
Collaborated with IT department to secure development of backend features

Mar 2011 - Dec 2013

2 years 10 months

Germany

Senior Online Project Manager for the Project “BMW.next” / SCRUM Set-up

BMW AG

Planned, conceived, coordinated and developed core frontend website components for relaunch of the online platform
Led rollout of the generic master of “BMW.next” across participating markets and managed the rollout team
Set up an agile software development organization by leading 5 interdisciplinary SCRUM teams (6–9 persons each)
Steered agencies and held budget responsibility

Feb 2010 - Feb 2011

1 year 1 month

Germany

Senior Project Manager Digital Media

ACOTOR GmbH

Managed integration of the BMW Aftersales Online business division into the CoC Digital Media and the “BMW.next” project
Conceived and implemented various online campaigns

Jul 2009 - Jan 2010

7 months

Germany

Account Director

Interone Worldwide GmbH

Developed and executed integrated marketing campaigns for accounts including BMW AG, BMW India, BMW & MINI Lifestyle, Deutsche Lufthansa AG and Hoffmann Group
Managed brand and implemented marketing strategies to enhance customer loyalty and brand awareness

Jan 2007 - Jun 2009

2 years 6 months

Germany

Account Manager

Interone Worldwide GmbH

Developed and executed integrated marketing campaigns for accounts including BMW AG, BMW India, BMW & MINI Lifestyle, Deutsche Lufthansa AG and Hoffmann Group
Managed brand and implemented marketing strategies to enhance customer loyalty and brand awareness

Apr 2006 - Dec 2006

9 months

Germany

Junior Category Product Manager Accessories

BenQ Mobile GmbH & Co.KG

Defined packaging layout and text following marketing strategy and corporate identity
Steered packaging process from layout phase to production

Summary

Experienced Senior Agile Project Manager and Digital Consultant with over 15 years of proven success delivering complex transformation, IT and marketing projects in international corporate environments and client-facing roles. Strong track record in driving digitalization, optimizing business processes and leading cross-functional teams in both agile and classic project settings. Known for a pragmatic, solution-oriented approach and the ability to translate complex business needs into actionable digital strategies.

Owned large-scale digital projects as an external consultant for global brands in the automotive, pharma, and insurance sectors - including long-term engagements with agencies like Serviceplan and Edelman.
Led the global digital marketing team for BMW & MINI Aftersales, driving digital innovation across 50+ markets. Spearheaded the development and rollout of user-centric tools such as the Accessories Configurator and App, introduced performance analytics frameworks and elevated global campaign execution through scalable, data-driven digital solutions.
Experienced in complex agile environments: Product owner for up to 5 SCRUM teams simultaneously; deep knowledge of agile frameworks including LeSS, certified PSPO and Scrum Master.
Developed digital and omnichannel strategies that significantly improved user journeys, marketing performance, and platform adoption – both for corporations and start-ups.
Applied AI knowledge for business transformation: MBAI® graduate with practical experience using ChatGPT, Midjourney, make.com and Voiceflow to optimize business processes and innovation.