Sylvia succeeds Sergio Solero, who will take over as President and CEO of BMW Italia S.p.A..
With more than 25 years of international experience across strategy, marketing, sales, customer relationship management, customer experience, digital transformation and brand leadership, Neubauer will lead BMW’s operations in Switzerland, one of Europe’s most innovation-driven and customer-focused automotive markets.
Commenting on her appointment, Sylvia Neubauer said Switzerland is among the most dynamic and demanding automotive markets in Europe and holds strategic importance for BMW Group due to its strong customer focus and culture of innovation.
Before this appointment, Sylvia Neubauer served as Vice President Customer, Brand & Sales at BMW M GmbH, where she was responsible for the BMW M brand globally. She led the brand’s strategic transformation, global sales planning, performance management and premium customer engagement initiatives. She also played a key role in shaping BMW M’s future retail and distribution model, while leading the international rollout of the “GEN M” brand initiative and the evolution of BMW M Driving Experience programmes.
Earlier, as Vice President Corporate Strategy – Brand Portfolio Strategy, Market Research and Competitive Analysis at BMW Group, Neubauer was responsible for the future positioning of the company’s portfolio, including BMW, MINI, Rolls-Royce Motor Cars and BMW Motorrad. Her work focused on brand transformation, customer segmentation, market intelligence, competitive analysis and strategic planning across Europe, China and the United States.
She also held several senior leadership roles focused on customer-centric transformation, including Vice President Customer Interaction Management, Vice President Customer Experience, Data & Analytics and Vice President Customer Lifecycle Management. In these positions, she led global CRM transformation, customer analytics, loyalty programmes, personalised engagement platforms and data-driven marketing initiatives.
Before joining BMW Group, Neubauer was Founder and Managing Director of Caremondo GmbH. She also served as Managing Director of ProSiebenSat.1 Digital & Adjacent GmbH and Senior Vice President Group CRM at ProSiebenSat.1 Media AG.
Earlier in her career, she spent nearly 6 years at E-Plus Mobilfunk, eventually becoming Member of the Board of Management and Director CRM & Online. Prior to that, she worked for 6 years at Deutsche Lufthansa, holding leadership roles across CRM, customer analytics, e-commerce, marketing and business development.
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