Mini marketing leader takes group marketing wheel at BMW

Mini marketing leader, Alex McLean, has been promoted to general manager of BMW marketing as the automotive brand looks to drive awareness of its electrified and increasingly tech-fuelled vehicles.

McLean has been with the BMW Group since 2013, working across the Mini brand in a number of roles including retail marketing specialist, CRM and digital marketing manager and most recently, head of marketing.

Accolades he’s achieved during this time including launching the first online vehicle purchase journey for the group, becoming the first automotive brand locally to debut on TikTok, and spearheading the local launch of the Mini Electric Hatch. According to the company, the majority of these vehicles were bought in advance online and sold out within a couple of months of launch.

McLean is taking the group marketing reins from Tony Sesto, who left the group at the end of last year after 12 years’ tenure. Sesto had held the role since April 2018.

Credit: BMW Group Australia

McLean is tasked with helping accelerate growth of the BMW brand, with a particular focus on growing awareness of its broadening electric vehicles range and new technologies coming into its line-up.

“I’m excited by the opportunity to move across to work with one of the greatest global brands,” McLean said. “The BMW roundel is steeped in motoring history, with more than 100 years of stories to tell, yet it has an incredible future orientated approach focused on sustainable mobility. I look forward to further enhancing the brand during my tenure and launching new products and technologies that start with the fully electric BMW iX3, iX and i4.”

BMW Group Australia CEO, Wolfgang Buechel, noted McLean’s marketing prowess and knowledge of the group and sector as no-brainers for the 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 strong marketing expertise, both of which play a crucial role in achieving our goal to strengthen the brand’s position in the Australian premium automotive segment.”

Buechel also thanks Sesto for his contribution over the last dozen years, noting his work collaborating with the company’s 47 dealers nationally to transform customer experiences as a particular achievement.

BMW said a new head of marketing for Mini in Australia will be appointed but further details were not disclosed.

Mini's big love for Mardi Gras 2022

The news came as Mini confirmed a partnership with the Sydney Gay and Lesbian Mardi Gras on the new campaign, ‘Big love is all around us’, to complement the parade’s 2022 theme, ‘United we shine’.

Credit: Mini

The program of work will include a social movement, digital and on-ground activations through Mardi Gras and Pride month including what the automotive brand is pitching as a ‘Mini acts of big love’ spectacle on the big night.

Mini kicks off its social movement this week and is asking consumers to share their Big Love stories on social media by tagging @MINIAustralia with hashtag #MINIActsofBigLove. The top three stories will be transformed into digital content and painted into murals around Sydney, with winners receiving a $1000 prize pack.   

A ‘Friends of Mini’ network is also being attempted in order to bring together advocates exhibiting Big Love values and with a strong connection to the LGBTQIA+ community. Each will share their own #MiniactofBigLove story to inspire audiences and contribute to Mini’s ‘Map of Big Love’, a digital guide to Mardi Gras happenings.

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