BMW North America Reveals Shift in Senior Management Ranks.
Leigh Moynihan, a seasoned marketing professional with nearly 25 years of experience, has been appointed as Vice President of Marketing at BMW of North America, effective August 1, 2025. Moynihan joins BMW with a rich background in marketing, advertising, and brand development, having held leadership roles at top agencies and renowned companies such as Starwood Hotels & Resorts, Mastercard, Volvo, and Procter & Gamble.
In her new role, Moynihan will oversee all marketing communications for the BMW brand in the U.S., including advertising, retail marketing, consumer experience, brand partnerships, CRM, and media. She will report directly to Sebastian Mackensen, President and CEO, BMW of North America.
BMW of North America, which started operations 50 years ago, has a significant presence in the U.S. with BMW Group Plant Spartanburg, the largest single BMW production facility in the world, assembling more than 1,500 vehicles each day and up to 450,000 annually. Since 1994, Plant Spartanburg has assembled over 7 million BMW vehicles in the U.S.
BMW Group, the parent company, has a nationwide corporate footprint in the U.S. with nearly 30 locations in 12 different states. The BMW Group sales organization in the U.S. is represented through a network of 350 BMW retailers, 147 BMW motorcycle retailers, 104 MINI passenger car dealers, and 38 Rolls-Royce Motor Car dealers.
Moynihan's appointment comes at a crucial time as BMW Group continues to expand its presence in the U.S. market. During her tenure at Volvo, she helped steward a return to the brand's core values of safety and sustainability, earning a reputation for developing innovative strategies that drive both performance and brand equity.
BMW Group established MINI USA in 2002 and Rolls-Royce Motor Cars NA, LLC in 2003. BMW Motorrad was brought into the fold in 1980, and BMW Group Financial Services NA, LLC was founded in 1992.
Moynihan began her career in sports marketing during the 2000 Summer Olympics. Her diverse experience and innovative approach are expected to contribute significantly to BMW's marketing efforts in the U.S. market.
As Moynihan takes on her new role, she is poised to lead BMW's marketing communications in the U.S., aiming to further strengthen the brand's presence and continue its success story in the North American market.
In her new role, Moynihan will likely develop innovative marketing strategies that extend beyond the automotive industry, considering her experience in finance with Mastercard. As BMW continues to expand its presence in the U.S., Moynihan's expertise in transportation and brand development, as demonstrated at Volvo, will be crucial in partnering with various businesses to enhance the BMW brand's reputation.
