Jennifer Treiber-Ruckenbrod

CEO

Munich, Bavaria, Germany24 yrs 1 mo experience

Highly Stable

Key Highlights

Global CMO with a focus on brand evolution.
Expert in leveraging AI for marketing efficiency.
Recognized among Germany's top marketing leaders.

Stackforce AI infers this person is a Marketing Executive specializing in Brand Management and Communications within the Automotive industry.

Contact

jennifer.ruckenbrod@bmw.de LinkedIn

Skills

Core Skills

Brand ManagementMarketing StrategyMarket ResearchBrand CommunicationCommunicationsCrisis PrBrand StrategyCustomer InsightsMarketing ManagementE-commerce

Other Skills

StrategyDigital MarketingAutomotiveBrandingCorporate BrandingLeadershipPlanningCustomer Journey ManagementKPI driven MarketingAnalyticsEvent MarketingSport SponsoringInternal and external communicationContent creationMedia monitoring

About

As the global CMO for MINI, I work across design, product, markets and agency partners to evolve an iconic brand for the future while staying true to its distinctive heritage and emotional personality. My focus is a clear and sharpened brand strategy, a modern visual identity and brand experiences that position MINI as culturally relevant, emotionally resonant and contemporary. Key areas of my work include: • evolving MINI’s brand identity — visually, strategically and culturally • shaping campaigns that connect product, driving experience and lifestyle • leveraging AI to enhance efficiency, quality and creative decision-making • fostering a culture built on openness, diversity and creative excellence I believe strong brands emerge when diverse perspectives align around a shared ambition. MINI has a unique emotional resonance — and our role is to bring that feeling to life in an authentic and modern way. I have had the privilege of contributing to industry platforms and juries, including the Effie Awards and the German Media Award as well as AOY. My work has also been featured in rankings such as the Top 100 CMOs and listings of Germany’s most influential marketing leaders.p

Experience

Bmw group

8 roles

CMO MINI / Head of Brand & Communications MINI

Promoted

Feb 2025 – Present · 1 yr 1 mo

Brand ManagementStrategyMarketing ManagementDigital MarketingMarket ResearchMarketing Strategy+4

CMO BMW Germany

Oct 2022 – Feb 2025 · 2 yrs 4 mos

Market Research, Planning
Customer Journey Management, KPI driven Marketing, Analytics
Brand Communication
Event Marketing (more than 80 Events/year incl. top luxury events)
Sportssponsoring

Market ResearchPlanningCustomer Journey ManagementKPI driven MarketingAnalyticsBrand Communication+2

Global Head/Director of Communications MINI & BMW Motorrad

Promoted

Jul 2020 – Oct 2022 · 2 yrs 3 mos

Overall responsibility for the internal and external communication of MINI and BMW Motorrad incl. positioning of the brand CEOs.
Development of a communication roadmap derived from the corporate and brand strategy
Development of suitable communication concepts depending on the respective target group cluster, content creation for all topics
Regular monitoring of success
Control of the different genres: Owned, Earned and Paid Media
Crisis PR
Close cooperation with the top 100 media with the widest reach (business, lifestyle) in the top 10 markets as well as the specific automotive and motorbike media

Internal and external communicationCrisis PRContent creationMedia monitoringCommunications

Director of Brand Strategy (Brand Portfolio BMW Group), Culture Transformation Team and Purpose Lead

Promoted

Jun 2015 – Jul 2020 · 5 yrs 1 mo

Qualified development and strategic orientation of the "Brand Portfolio Strategy and Brand Controlling" department to tap the premium market potential of the BMW Group and all brands with the areas Brand Positioning, Brand Foresight, Brand Controlling/Status
Development and implementation of a global (multi-)brand strategy, architecture and control; development of a brand management system
=> Alignment of the brand portfolio for maximum exploitation of the premium market
=> Increase of brand values at Interbrand of BMW, MINI and Rolls-Royce
Development of the mobility brand YourNow of the joint venture with Daimler AG
Definition of a uniform ecosystem structure for the BMW Group brands, taking into account the interaction of the brands and service among each other in the sense of customer centricity
Alignment of the product launch scale to optimise the brand perception of the individual brands as well as the comparison between the brands to increase the volume potential
Annual report on the status of the brand analysis for the Management Board including implications for all brands and all core brand touchpoints => analysis of core areas of action to increase brand strength, volume and premium price potential.
Definition of brand BSCs for the brands and the Group
Responsibility for the entire global brand controlling; establishment of a data analytics center for the brand area including product and linking of data with analytics for real-time measurement
Development of future visions 2030 for the BMW Group and its brands
Initiator of the BMW Group Purpose and part of the core team Culture Transformation
Foundation of the Brand Excellence Circle together with Professor Tomzcak, University of St. Gallen
Meanwhile almost 30 strong brands as C-level members (Freitag, Lufthansa, Zalando, IBM, Beiersdorf, Lange & Söhne, Hermes, GoPro, Tempo, Credit Suisse, Hilti, Adidas, Dropbox, Sonos, Leica, Lindt, Zalando, RedBull, Rimowa, etc.)

Brand Portfolio StrategyBrand ControllingBrand PositioningBrand ForesightData AnalyticsBrand Strategy+1

Head of Customer Insights/ Market Research/ Customer & Brand Analytics

Promoted

Aug 2008 – Jun 2015 · 6 yrs 10 mos

Qualified development and strategic positioning of the Customer Insights department in the early product development process
Implement a binding process to evaluate each new vehicle concept from the customer's perspective (up to 54 months before launch) to improve market success
Definition of fields of action for the various functional strategies in the company to optimize customer centricity
Comprehensive global project on the mobility of the future and the development of the BMW brand i

Customer InsightsMarket ResearchCustomer Centricity

Research Manger

Mar 2005 – Aug 2008 · 3 yrs 5 mos

Customer Insights Manager Sales Department
Responsibility for various customer studies on a global level
Establishment of basic studies to increase product portfolio efficiency
Trend research, development of an innovation radar, product research, clinics, brand monitoring, ad hoc studies on quality, design, customer needs

Customer studiesTrend researchProduct researchMarket Research

Head of Marketing & Communications MINI Lifestyle

Mar 2004 – Mar 2005 · 1 yr

Development and implementation of a holistic, integrated and market-differentiated campaign for MINI
Orchestrate global marketing activities to increase effectiveness while reducing costs
Definition and management of global media activities (paid media, social/digital media, internal communication and press)
Development and implementation of advertising concepts (print, TV, online, special events)
Establishment of a new, target group-oriented communication approach to enable efficient marketing planning taking into account the sine and sigma milieus
Development of holistic PR and marketing concepts for MINI

Integrated marketing campaignsGlobal marketing activitiesAdvertising conceptsMarketing Management

Head Of Ecommerce

Mar 2002 – Mar 2004 · 2 yrs

Transformation of e-commerce activities, optimization of ordering system, internationalization and communicative control
BMW Golfsport, BMW Yachtsport, BMW Motorsport, MINI Lifestyle
Control of the agency network Jung v. Matt, Oglivy, Start, Interone, F&H
Establishment of an advertising effectiveness model
Tripling of turnover
3 % increase in the conversion rate
Strategy / concept and 360° communication development
New York Festival Award

E-commerce transformationAdvertising effectiveness360° communication developmentE-commerceMarketing Management