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August 22, 2022 09:00 AM
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    Courtney Mooney

    Courtney Mooney, Omnichannel strategy & execution lead of BMW of North America

    Courtney Mooney says she didn’t enter the auto industry as a car enthusiast. But as an intern at BMW Financial Services, she says, “It took one hot lap at the BMW Performance Center to make me fall in love with the cars we build. Twelve years into life at BMW, I am proud to say I can drive a manual in high heels with the best of them!”

    Earlier this month, Mooney was named omnichannel strategy and execution lead for BMW of North America. In her new position, she is working to break down silos to develop a cross-functional, cross-agency team, comprising the automaker’s marketing channels and partners. Or, as she says, “The initiative could be perceived as just throwing all of the good work created within those verticals in a blender,” with the goal to align the company’s marketing resources around a single mission, focused on the customer experience. “It feels very full circle for me because it’s using the tools and resources that marry best in class creative work with analytical intelligence and applied insights that drive value, and those are the developments in this space that are most exciting to me,” Mooney says.

    She says of her new position, “This was a huge opportunity, vote of confidence and stage for leadership exposure, and it’s grown into a true passion project for me.”

    It’s the second turning point in her career at BMW, which started with that internship position but saw her segue into her first love, marketing. She worked on marketing and CRM for BMW’s parts and service line, and during a corporate realignment had the opportunity to move into leadership in that area. “Both moments were somewhat unexpected opportunities to show what I could do, challenge myself, grow my depth and skillset, gain crucial visibility and also advocate for myself,” she says.

    She’s a passionate advocate for the role of women in the auto industry. “I’m glad to see the automotive industry getting the memo that we have a powerful generation of women leading the way in a huge range of industries, savvily engaging in the luxury space as both consumers and business leaders, and deeply involved in the ways the landscape is evolving, from consumer privacy to marketing science to the speed of digital innovation,” she says. “We’re still under-represented in the upper echelons of the industry but I see a really strong contingent of smart, ambitious, hard-working women across the BMW organization today, and they’re well poised to start changing that leadership landscape in the coming years, given the right opportunities and development.”

    Mooney has a personal investment in the future of women in the business. “As a mom of two very young daughters, I’ll note that the industry has room to grow when it comes to both attracting and retaining women doing it all. We CAN do it all, but we need to be considered as whole individuals. Opportunities for learning and growth, flexibility where it’s needed and mechanisms to recognize and cultivate talent are all key,” she says.

    Her advice for women, especially young women, entering the industry? “I like to believe that I’m forging a path for my smart little daughters, and my advice to them would be the same across any field or industry: I would encourage them to nurture those relationships that will open learning and growth doors for them, even if they feel tangential to the path,” she says.

    Mooney adds that women need to communicate clearly and be direct about what they need and want, both in thinking about day-to-day work but also in terms of career growth, and “advocate confidently for the things they can do well and want to do.”

    One specific area she recommends focusing on: “Work hard to develop your presentation skills and presence in a room, regardless of your role and public speaking demands; those skills are so valuable and infinitely transferrable, but they’re a muscle that develops over time and with a lot of practice.”

    Finally, Mooney says, “I would encourage anyone to treat everyone well and more kindly than needed. The business is a small place and the vast majority of us are working hard to do good work. All of my opportunities have come through my close network and I’ve also made lifelong personal friends along the way. It will only serve you to be someone people like working with, and it makes those long days much more fun.”

     

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        • Ally: All Ears Podcast | Building trust to attract and retain customers
        • Ally: All Ears Podcast | Staying competitive with vehicle acquisition
        • Ally: All Ears Podcast | Used Car Bubble
        • Ally: All Ears Podcast | practices you may incorporate into your F&I department
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        • Big Ass Fans: Reducing risk and productivity loss with Big Ass Fans & evaporative coolers
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        • Champ: The history of titling and the cost of human error
        • Cox: Automation and the future of automotive retail
        • Cox: Transformation toward eCommerce in automotive retailing
        • Cox: Transforming F&I for Automotive eCommerce
        • Deloitte: ACCELERATING DIVERSITY, EQUITY AND INCLUSION
        • Easycare: Reinventing the service contract for EVs
        • Easycare: The importance of benchmarking your reinsurance performance
        • Effectv: Why “Customer Lifetime Value” Should Be the Auto Advertising Buzz Word for 2023
        • Experian, GroundfTruth and Spectrum Reach: Dealership marketing: Navigating automotive advertising in a post-pandemic world
        • Experian: Evolving identity beyond the “who” to enable the “how”
        • Experian: Three steps to adapting to constant change in automotive marketing
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        • Haig: Buy-Sell Q&A: Future-proofing your dealership
        • Haig: Buy-Sell Q&A: What is the value of an M&A advisor?
        • JM&A Group, Easycare, Assurant: Unlocking new opportunities in F&I with digital retailing
        • Kerrigan Advisors: Interview with Baxter Auto Group
        • Kerrigan Advisors: Interview with Hitchcock Automotive
        • OEC: How to understand what customers are saying when they’re not saying it
        • PACE: Electrification Technology: Once the supply chain gets over the shock, EVs offer opportunities
        • Pace Program Navigating advanced driver-assistance systems
        • Phone Ninjas: 5 Reasons you need to use phone scripts for your dealership
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        • REYNOLDS AND REYNOLDS: Are you ready for the FTC Safeguard Rule changes? Take this quiz to find out
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        • Siemens: The impact of vehicle electrification and connectivity on electrical system design
        • Spectrum Reach: Playing to win: How automotive dealers can capitalize on sports marketing
        • Swiss Re: Insurers and car manufacturers: how to unlock the potential of true collaboration
        • Text2Drive: Digital retailing meets the service department
        • Trimble: The future of autonomous vehicles speeds ahead
        • Truist: Capitalize on the changing structure of auto retailing
        • Truist: Prepare now for the next era of automotive retailing
        • Urban Science: Promoting dealer-consumer alignment across continued industry evolution
        • Walbridge: Video | Walbridge Chairman on how automotive companies are navigating the electrification boom
        • Western Digital: To Meet Consumer Demand, Automakers Must Double Down on Agile Development
        • Wipro: How to address safety and security for software-defined vehicles
        • Wipro: How today’s tech decisions drive tomorrow’s sales
        • Wipro: Software Helps Address the Affordability Challenge
        • Wipro: The Promise of Software-Defined Vehicles and the Cloud Car Ecosystem
        • Wipro: Video | Wipro CTO on how OEM's are leveraging software-defined vehicle technology
        • Notarize: What to expect for the future of auto sales
        • Seagate: Unlocking value from connected-car data
        • Amazon Web Services: AI-powered supply chain decision-making
        • Epic Games: Five ways in-car designs will change in the next five years
        • Haig Partners: How are dealerships being valued today?
        • Haig Partners: Dealership consolidation trends
        • Haig Partners: Dealership valuation trends
        • Haig Partners: Dealership succession planning
        • Ally: Navigating the future of automotive retailing
        • Google: How a century-old brand is transforming the auto industry
        • Car Wars: Is a Rise in Service Leading to Poor Customer Satisfaction?
        • Solera | DealerSocket: Four real-time integrations that can save your dealership time
        • Solera | DealerSocket: Time for a new pre-owned pricing tactic
        • Kerrigan Advisors: Blue Sky Update Q4 2021
        • Qualcomm: Trading multi-year design cycles for on-demand features and experiences
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