Mini head of marketing for Australia and New Zealand Alex McLean was promoted by BMW Group Australia as the new marketing general manager for the BMW brand from January 1, 2022.
He replaces Tony Sesto, who has decided to leave the company after 12 years of service.
The personnel change comes as BMW posts sales growth for 2021. It was the strongest growing German luxury automotive brand with 24,891 vehicles registered – a 5.8% increase on the 2020 result.
In his new role, McLean will be tasked with helping to accelerate the growth of the BMW brand while driving awareness for the growing number of electrified vehicles and new technologies.
McLean has worked for BMW Group Australia since 2013 and has served in several senior marketing roles for the Mini brand that include: retail marketing specialist, as well as CRM and digital marketing manager, before his appointment as head of marketing for the Mini brand.
Under his leadership, Mini transformed its digital strategy and customer journey that included the first online vehicle purchase for BMW Group in Australia. This online approach extended to the launch of the Mini Electric Hatch, with the majority of vehicles secured online and all sold out only a couple of months after the launch.
Mini was also the first premium automotive brand in Australia to advertise on TikTok.
“I look forward to welcoming Alex as a member of our management team and working closely with him to further develop the BMW brand,” BMW Group Australia chief executive Wolfgang Buechel says.
“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 our brand’s position in the Australian premium automotive segment,” he says.
Buechel also thanked Sesto for his contribution to the success of the BMW brand in Australia.
“I would like to thank Tony for his outstanding leadership and contribution to our business and collaborating with our 47 dealer partners across the nation to transform how we interact with our customers,” he says.
“I’m excited by the opportunity to move across to work with one of the greatest global brands,” McLean says.
“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.”
A successor to McLean in the role of MINI head of marketing will be announced in due course says BMW Group Australia.
