Specialist: Retail Marketing

About

BMW is an exclusive German vehicle and motorcycle manufacturing company. Our vehicles offer the very highest standards of aesthetics, dynamism, technology and quality. BMW aims to provide innovation, sustainability and efficiency to the motoring world, leading the way forward. As the leading supplier of premium brands and premium services, BMW offers its customers a unique experience of individual mobility.

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 and supporting 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 value propositions 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 their respective regions as the main Premium Automotive Retailer of choice over the competitors and 3rd Party onsellers/Retailers.

Responsibilities

• 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, including 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.
• 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.
• Collaboration with Product Teams and Management: Gather insights into features, specifications, and competitive advantages to inform marketing strategies throughout the product lifecycle.
• Collaboration with Sales and Dealership Teams: Understand customer feedback, sales trends, and on‑the‑ground insights to tailor marketing strategies 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.
• Digital and Social Media Teams: Plan and execute online campaigns, social media promotions, and digital advertising efforts to maintain consistent messaging across platforms.
• Event Planning Teams: Coordinate test drive events, automotive expos, and other promotional events to ensure smooth execution and maximize attendee engagement.
• Marketing Leadership: Regularly update marketing leadership and management on the progress of campaigns, key metrics, and any adjustments to strategies.
• Executive Leadership: Provide high‑level summaries of marketing initiatives, outcomes, and impact on the bottom line to showcase the value of marketing efforts.

Requirements

• 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.