Location:
Stuttgart, Germany
Mercedes-Benz AG
- Mercedes-Benz AG
- Executive Role
- Date: Sep 18 to Dec 20
Head of Global Communications & Digital Marketing For Customer Services
Led transition from content-driven communications to a performance-driven Digital Marketing department.
Led team of 18 people responsible for communication & digital marketing for Customer Services (After-Sales), incl. global strategy, content production, social media, web channels/SEO, targeting and analytics.
- Led efforts to increase awareness of products such as Mercedes-Benz original parts & service, increase online appointment bookings, user acquisition for mobile apps (Mercedes me/Adatper), as well as sales of Mercedes me connect digital services.
- Led paid media campaigns in social, display and retargeting campaigns using DMP and Adobe Targeting.
- Led the development of a web application to improve bring price transparency to online service bookings at retail level.
We produced content and executed campaigns using the global channels of mercedes-benz, as well as provided content for markets & dealerships to create their own campaigns.
Some stats about our results
- 140% YoY growth of global social media reach from 2019 to 2020, with +25% YoY content production efficiency.
- 920% YoY increase in link clicks by marketing campaigns to Customer Services websites from 2019 to 2020
Internal Communications for After Sales Global Division
- My team was also responsible for internal communications (intranet) for the global after sales division, including the planning & strategy of content, as well as the content creation (mostly internally through our own members – ranging from articles to videos).
- We served both as an internal agency to create the relevant content and community managers.
Retail Clothing
- My team was also responsible the production and distribution of clothing for our service associates across the Mercedes-Benz retailers.
See some samples of our work
YouTube
Facebook Posts
The journey is its own reward?! With the winter complete wheels from Mercedes-Benz, nothing stands between you and your goal. Get more information online or from your preferred service-partner. https://t.co/EAsw2oRz9j
— Mercedes-Benz (@MercedesBenz) October 21, 2020
📸Rafael Weinberger for #MBsocialcar pic.twitter.com/JkdWqZnRDs
Connect with your Star from anywhere with the Mercedes me Adapter. Track vehicle health, get in touch with our workshop, get real-time updates on your Star’s status and much more with just a few taps. #luxurycar #mercedesmeconnect #mercedescar #services #mercedesbenzPanjabMotors pic.twitter.com/NEiRlWtu10
— Panjab Motors (@PanjabMotors) April 15, 2022
Habt ihr es satt, wieder nach einem Parkplatz oder nach eurem geparkten Auto zu suchen? – Dann ist der Mercedes me Adapter genau das richtige für euch!📱
— Karl Müller GmbH & Co. KG (@mercedes_ahkm) November 24, 2020
Jetzt informieren👉https://t.co/ZugNzLZyUW#ahkm #KarlMüller #Rottenburg #Mössingen #MercedesBenz #MercedesmeAdapter pic.twitter.com/z8457bUlxZ
Connect with your Star from anywhere with the Mercedes me Adapter. Track vehicle health, get in touch with our workshop, get real-time updates on your Star’s status and much more with just a few taps. #luxurycar #mercedesmeconnect #mercedescar #services #mercedesbenzPanjabMotors pic.twitter.com/NEiRlWtu10
— Panjab Motors (@PanjabMotors) April 15, 2022
Promotional Campaigns
We worked to extend the Mercedes-Benz partnership with Tidal to users of the Mercedes me Adapter (older vehicles retrofitted for connectivity) and launched a campaign to promote 3 months free with Tidal to existing Mercedes me Adapter users, as well as a campaign to acquire new users.
Press
Innovation
As part of my work, I evaluated technologies to improve or work and potential collaboration with startups, particularly in the areas of personalization, analytics and tools for better targeting.
An exciting project we worked on was using AI to modify characters from our marketing materials in order to localize them while avoiding the effort and costs of doing multiple photo/video shootings. We did this with a startup called Rosebud.ai. While it didn’t get to production since the technology was still a bit early, I think we’re not far from this use case.
