michelle roberts

Marketing Director , BMW UK

Michelle Roberts is the Marketing Director at BMW UK, having started at the company as a graduate 20 years ago. During her time with the Group, she has held a variety of roles including Sales Operations, Production Planning, 5 & 6 Series Product Manager, where she was responsible for the launch of the new (2010) generation of 5 Series, and leading the PR element of BMW Group's sponsorship of the London 2012 Olympic & Paralympic Games. In 2013, she assumed responsibility as Head of UK Marketing for the iconic MINI brand, where she led a complete brand refresh. In 2016, she took on the role of Head of BMW International Brand and Communication Management based at BMW AG in Munich. Today, Michelle is one of nine Directors on the BMW Group UK Executive Board, with ultimate responsibility for all Marketing elements of the BMW brand in UK and Ireland. Her responsibility includes Brand and Marketing Communications for BMW, Product Lifecycle and Management including Pricing, Flagship Events and Experiential and Customer Strategy and Touchpoints. She leads a team of over 70 individuals and a network of 12 agencies. She is also the sponsor of a number of cross-company business projects, currently leading topics such as Digital and Customer Experience transformation. Alongside her UK responsibilities, Michelle also is part of the BMW Global Marketing and Customer Board, where she represents the whole of Europe. In 2020 she was recognised as the Marketing Category Winner at the Autocar 'Great Women in the British Car Industry' awards.