„Susanne’s ability to reduce complexity and come up with simple yet fascinating solutions elevated the MINI brand to a new level.”
Within my responsibility for the MINI Brand, I gave a hand selected team the task to rethink the MINI brand 360º across brand, product and people in 2014. The aim was to leverage its full potential and make it futureproof. Susanne was nominated for the brand part due to her diverse background in strategy and innovation and her deep understanding of the MINI brand. During this fastpaced project, she proved excellent analytical and empathetic skills, the ability to jump far but connect to the present and to innovate yet preserve the good of the past.
In her role as Head of global MINI Brand Strategy she brought this new strategy successfully to life and developed it further into an electric and sustainable direction. She managed to bring the global markets on board, acting like an ambassador, convincing and guiding in an empathetic way.
We saw this new direction confirmed by a significant growth in brand value, which proved her strategy and instinct right.
Member of the Board of BMW Group, responsible for MINI, Motorrad, Rolls Royce, After Sales (2013–2019)