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Alex McLean

Mini Marketing Director Alex McLean has been promoted to General Manager of BMW Marketing, as the automobile brand wants to raise awareness of its electrified and increasingly technically powered vehicles.

McLean has been with the BMW Group since 2013 and worked for the Mini brand in various functions, including Retail Marketing Specialist, CRM and Digital Marketing Manager and most recently Marketing Manager.

Awards he has achieved during this time including launching the group’s first online vehicle purchase, launching the first local automobile brand to debut on TikTok, and pioneering the local launch of the Mini Electric Hatch. According to the company, most of these vehicles were pre-purchased online and sold out within a few months of their launch.

McLean is taking over the group marketing trains from Tony Sesto, who left the group late last year after 12 years with the company. Sexten had held the function since April 2018.

Photo credit: BMW Group Australia Alex McLean

McLean’s mission is to accelerate the growth of the BMW brand, with a particular focus on increasing awareness of the expanding range of electric vehicles and the new technologies that will be added to their portfolio.

“I’m excited about the opportunity to join one of the largest global brands,” said McLean. “The BMW Rondell is steeped in automotive history, has more than 100 years of history to tell, but it has an incredibly future-oriented approach that is geared towards sustainable mobility. I look forward to further strengthening the brand during my tenure and bringing new products and technologies to market, starting with the all-electric BMW iX3, iX and i4. ”

The CEO of BMW Group Australia, Wolfgang Buechel, named McLean’s marketing know-how and his knowledge of the group and the industry as a matter of course for the promotion.

“I am delighted to welcome Alex as a member of our management team and to work closely with him to further develop the BMW brand,” he commented. “He is an experienced manager with knowledge of the brands of the BMW Group and strong marketing expertise, both of which contribute decisively to achieving our goal of strengthening the brand’s position in the Australian premium automotive segment.”

Buechel also thanks Sesto for his contribution over the past twelve years and highlights his work in working with the company’s 47 dealers at national level to improve the customer experience as a special achievement.

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BMW said it will appoint a new marketing director for Mini in Australia, but further details were not disclosed.

Minis great love for Carnival 2022

The news came when Mini confirmed a partnership with the Sydney Gay and Lesbian Mardi Gras on the new “Great Love Is All Around Us” campaign to complement the theme of the 2022 parade, “United we shine”.

Photo credit: Mini

The work program will include social movement, digital and local activations during Mardi Gras and Pride months, including what the automobile brand is presenting as “mini acts of great love” on the big night.

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Mini is launching its social movement this week, encouraging consumers to share their Big Love stories on social media by tagging @MINIAustralia with the hashtag #MINIActsofBigLove. The top three stories will be converted to digital content and painted on murals around Sydney, with the winners receiving a $ 1000 package.

A “Friends of Mini” network is also being sought to bring together supporters who display the values ​​of Big Love and have strong connections with the LGBTQIA + community. Everyone will share their own #MiniactofBigLove story to inspire audiences and contribute to Mini’s Map of Big Love, a digital guide to Mardi Gras events.

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