Michelle Roberts
Product Manager 5 and 6 Series, Marketing Department,
BMW (UK) Ltd
Job description
To maximise potential car volume and profit in the UK and Ireland markets by:
- Developing, implementing and communicating relevant pricing and product measures and product positioning strategies
- Managing the launch of new products
- Developing product lifecycle strategies
What does your job involve?
I work alongside six other BMW Product Managers, each individually responsible for specific BMW products. As a team, we are responsible for determining the pricing and specifications of future BMW products, deciding how new products will be positioned within the BMW product range and developing measures to support these products throughout their lifecycles.
The role spans a host of responsibilities such as deciding upon pricing and specification levels, presenting product information to key audiences, developing communication materials and internal training. Within my role I also represent BMW (UK) Ltd, from a product perspective, at events including press launches and meetings with key BMW partners. On a daily basis, the job involves a great deal of interaction with other departments within BMW, the most significant of which being negotiations with departments in BMW AG (the headquarters of BMW Group in Munich), as well as contact with many other audiences, including dealers, customers and the media.
What qualifications do you have?
I left school with GCSEs and A Levels and went on to do an Honours degree in German with Business Studies at the University of Sheffield. My university studies also included a 12 month placement working for DaimlerBenz in the Research and Technology department in Stuttgart, Germany. After graduating in 2000 I joined the BMW UK Graduate programme.
What did the BMW Graduate programme involve?
I spent 18 months on the Graduate Programme completing three six-month placements across the business, including E-Commerce Marketing and Sales Operations. Towards the end of the programme I was recruited into a full time position as a Sales Analyst.
How has your career developed since starting work with BMW?
After approximately a year as a Sales Analyst, I completed an eight month secondment at BMW AG, in Munich, working in the Region Europe Production Planning department. I returned to the UK and took up the position of Production Analyst. At the beginning of 2005 I was then promoted to Production Planning Manager. In February 2007, I was recruited to the role of Product Manager for 5 and 6 Series.
How have your qualifications helped you succeed in your career?
Having a degree in German is ideal as I can use my language skills a lot in this job. Learning a language helps you to build relationships. Business Studies also gave me a wide range of skills in business and marketing, but without being too specialised either.
Is there any advice you would give to people looking to work in the automotive industry?
You need to have a passion for the industry, as well as having a good understanding of what's going on in the marketplace - this applies to anything you want to do, not just in the motor industry. I think it's important to explore all avenues open to you as well. You need to do lots of research to find out what options are available.