It has been an exciting time at BMW since I was featured in Marketing’s Power 100 Next Generation. Our brand has diversified as we launched a number of products, with highlights including our flagship 7 Series luxury car, the i8 plug-in hybrid sports car and two premium family vehicles.
In 2015, we also launched BMW Retail Online – a platform that allows customers to purchase a BMW online. Our communications have mirrored this forward thinking digital approach as we continue to focus on innovative and premium ways to bridge the gap between the physical and online space for our customers.
In addition, in 2016, BMW is celebrating its centenary – a great time to be managing the brand's communications. Here are just a few things I’ve learned along the way.
Be authentic
Everyone is unique – that’s why working with different people can be so rewarding. Always be yourself – you will bring something that no-one else can.
Balance planning with flexibility
If you fail to prepare, then prepare to fail. But be aware that, very often, things change and you need to be able to adapt to this – often quickly – in order to still provide the best solution.
Think about the bigger picture
Everyone you work with is hopefully working towards the same goal, even if their journey is slightly different. Make sure you understand how and where you add value and what this ladders up to so you can make sure you provide the strongest output.
Have courage in your convictions
If you don’t, no-one else will. Be bold, try something different – but whatever your idea is, make sure you believe in it.
Good things come to those who don't wait
Great work takes time, effort and drive. Be proactive. Don’t wait for things to come to you – go after it.
Remember your purpose
Projects are often very complex and span a long period of time – stay on track and remember what your purpose and objectives are.
Cast a positive shadow
Never underestimate the impact you have on other people. Whether it’s your attitude, energy levels, presence or the level of interest you show in others and their work, this can have a huge impact on the team and the work you all produce.
Market the marketing
Make sure people are aware of the work you do. If you assume people are automatically up to speed with what you’re doing, it can lead to lots of confusion, which means your work won’t necessarily get the support or focus it deserves.
Always include a robust plan so your stakeholders know what you have delivered and where they can see or experience it for themselves.
Enjoy what you do
I feel very lucky to do what I do and work with the people I work with. If you can find enjoyment in any aspect of what you do, this will really make a difference to what you can achieve.
Nicola Green is brand and launch communications manager for BMW UK; she was featured in Marketing’s Power 100 Next Generation in 2014.