SHERIDAN, WYOMING – July 29, 2025 – BMW is hitting the gas on a new chapter in its U.S. journey, announcing Leigh Moynihan as Vice President of Marketing for BMW of North America, effective August 1, 2025. The move marks a bold step into the future, blending creative muscle with data-savvy strategy — and it could shape how American consumers connect with the brand for years to come.
Moynihan takes the reins from Marcus Casey, who is moving into a global leadership role within the BMW Group. Her arrival comes at a moment when premium automakers are doing more than just selling cars — they're cultivating culture, tapping into emotion, and redefining what a modern driving experience means.
A Track Record of Human-Centered Storytelling
Moynihan isn’t new to building emotional connections between brands and people. With nearly 25 years of marketing experience, including her most recent role as Vice President and Head of Marketing for Volvo Car USA & Canada, she’s already helped a major automaker carve out a distinctive voice rooted in values like safety and sustainability.
Her background includes leadership positions at Mastercard, Starwood Hotels, and even a start in sports marketing at the 2000 Summer Olympics — a career arc that shows a passion for both performance and people.
As BMW’s new marketing leader, Moynihan will oversee:
- National and regional advertising campaigns
- Retail and dealership marketing
- Brand partnerships and consumer engagement
- CRM strategy and media outreach
And as Sebastian Mackensen, President and CEO of BMW of North America, put it:
"Leigh brings a powerful combination of creativity, data-driven insight, and brand-building expertise to BMW at a dynamic time in our industry."
Why This Matters to Everyday Drivers
This leadership change isn’t just corporate reshuffling — it could impact how you see, hear, and feel BMW in your daily life. From Super Bowl commercials to showroom experiences and digital content, BMW is aiming to go beyond sleek design and horsepower.
Moynihan’s past campaigns have been emotionally resonant and deeply human. At Volvo, she leaned into storytelling that made safety not just a feature, but a feeling. BMW buyers could soon see more of that heartfelt approach, particularly as the brand continues to evolve its identity in an electric and tech-forward era.
From “Talkin’ Like Walken” to What’s Next
Under Marcus Casey, BMW made memorable marketing moves, including the much-loved 2024 Super Bowl ad “Talkin’ Like Walken.” Moynihan steps into a high bar of creativity — but also opportunity.
With EV adoption rising, AI entering the driving experience, and luxury buyers seeking more than status symbols, marketing will be key in shaping the emotional language of tomorrow’s BMW. Moynihan’s mix of purpose-driven campaigns and brand storytelling could be exactly what the brand needs to deepen its cultural relevance.
Editorial Comparison: BMW vs. Volvo Style
While both brands sit in the premium lane, their marketing personalities have traditionally been distinct:
- Volvo leans calm, ethical, minimalist — think “designing for life’s little moments.”
- BMW channels excitement, precision, and driving passion — the “Ultimate Driving Machine.”
Now with Moynihan in the driver’s seat, BMW may find a unique balance between thrill and thoughtfulness — appealing to drivers who want their luxury car to reflect both personality and purpose.
Looking Ahead
With more than 120,000 jobs supported in the U.S. and a $43.3 billion annual economic footprint, BMW’s influence runs deep. Moynihan’s leadership could shape not only how consumers engage with the brand but how the brand engages with a rapidly shifting market.
In other words: expect to see, and feel, the difference.
Learn more at www.bmwusan.com