Brief
Mercedes-Benz was moving from a franchise model to direct e-commerce — one of the most significant business model shifts the automotive sector has attempted. Dealers became agents. The customer relationship moved to the manufacturer. I led the UK team delivering it, working with Team X’s managing partner and senior leadership. A change that size doesn’t land as a launch; it lands in every system a customer or a dealer touches — primary website, microsites, dealership CRM, and the showrooms themselves. I also led UK adaptation and rollout of Showcasing Innovation, parts one and two.
What We Built
— Digital systems integration across UK and EU teams to enable the franchise-to-e-commerce transition — Mixed-media retail experience strategies rolled out across 100+ UK showrooms — Delivery of Showcasing Innovation across ATL, TV, radio, digital, CRM, demand generation and OOH — Local execution aligned to global brand direction across markets and agencies
Outcome
— £2.5m campaign delivered across every UK channel — 100+ showrooms transitioned — Growth in the private retail channel following the transition
