Specialist: Retail Marketing at BMW Group South Africa

Purpose of the Job

• The Retail Marketing team at BMW Group South Africa is responsible for developing and executing marketing strategies and campaigns specifically tailored to promote and sell various vehicle models across the segments andsupporting financial services offers. This role involves understanding the unique characteristics of the automotive industry, targeting a specific audience of potential car buyers and effectively communicating the valuepropositions of the products or services being offered.The Retail function under NRSM (New Retail Sales Model) is also responsible for guiding and assisting all Retailers in the Retail Network with strategies that will enable them to differentiate themselves in theirrespective regions as the main Premium Automotive Retailer of choice over the competitors and 3rd Party onsellers/Retailers.

What awaits you?

• Market Research: Conduct in-depth market research to understand consumer preferences, trends, and competitive landscape within the automotive industry. Analyze data to identify opportunities for growth and differentiation.
• Segmentation and Targeting: Define and refine target customer segments based on demographics, psychographics, and behavior. Develop strategies to reach and engage these segments effectively.
• Product Positioning: Develop clear and compelling positioning for automotive products and services, highlighting their unique features, benefits, and value to potential buyers.
• Promotional Campaigns: Plan and execute promotional campaigns that align with the automotive sales cycle, including new vehicle launches, model updates, seasonal sales events, and special financing offers.
• Digital Marketing: Implement digital marketing strategies to engage potential customers online. This might include search engine optimization (SEO), pay-per-click advertising, social media campaigns, and email marketing.
• Showroom and Dealership Marketing: Collaborate with Network Development teams & Retail Marketing Agencies to create visually appealing displays, point-of-sale materials, and in-store experiences that drive foot traffic and enhance the showroom environment.
• In Retailer activations and Events: Organize test drive events, roadshows, and automotive expos to provide potential buyers with hands-on experiences and interactions with the vehicles.
• Content Creation: Develop engaging content such as Digital Media content, videos, infographics, and interactive experiences that educate potential buyers about automotive features, technologies, and benefits.
• Customer Relationship Management (CRM): Utilize CRM systems as part of campaigns to manage leads, track customer interactions, and implement follow-up strategies to nurture leads and convert them into customers.
• Partnerships and Collaborations: Identify opportunities for collaborations with complementary brands, automotive influencers, and local businesses to expand the reach and impact of marketing efforts.
• Data Analysis: Monitor and analyze key performance indicators (KPIs) related to campaigns and promotions, adjusting strategies based on data insights to improve results over time.
• Compliance and Regulations: Stay updated on industry regulations, legal requirements, and ethical standards related to automotive advertising and marketing.
• Market Trends: Keep abreast of automotive industry trends, including advancements in electric vehicles, autonomous driving, and other emerging technologies, to inform marketing strategies.
• Budget Management: Effectively allocate and manage marketing budgets to ensure maximum return on investment for various marketing initiatives.
• Customer Experience Enhancement: Work with Retailers to ensure a seamless and enjoyable customer experience from the initial contact to the point of purchase.
• Product Teams and Management: Collaborate with teams responsible for developing and managing automotive products to gather insights into features, specifications, and competitive advantages that can inform marketing strategies. This communication occurs during the product development phase and continues throughout the product lifecycle.
• Sales and Dealership Teams: Work closely with sales and dealership staff to understand customer feedback, sales trends, and on-the-ground insights. This ongoing communication helps tailor marketingstrategies to align with sales goals and customer preferences.
• Agency Partners: Communicate with design and creative teams to develop visual assets, branding materials, and promotional content for campaigns. Regular communication ensures that marketing materials accurately reflect the brand identity and messaging.
• Digital and Social Media Teams: Collaborate with digital marketing and social media teams to plan and execute online campaigns, social media promotions, and digital advertising efforts. Coordination is crucial to maintain consistent messaging across various online platforms.
• Event Planning Teams: Coordinate with event planning teams to organize test drive events, automotive expos, and other promotional events. Effective communication ensures smooth event execution and maximizes attendee engagement.
• Marketing Leadership: Regularly update marketing leadership and management on the progress of campaigns, key metrics, and any adjustments to strategies. Effective communication helps align efforts
• with overall business objectives.
• Executive Leadership: Provide executive leadership with high-level summaries of marketing initiatives, outcomes, and the impact on the bottom line. Communication with executives helps showcase the value of marketing efforts to the overall company.

What should you bring along?

• Bachelor’s degree in Marketing, Business, or related fields.
• A minimum of 3 years' experience in automotive marketing would be beneficial.
• Knowledge of South African retail market dynamics and consumer behaviour.
• Strong communication and digital marketing skills. 

Closing Date: 13 April 2026.