BMW Group Asia strengthens leadership team with appointment of Irene Nikkein as Director of Sales and Daniel Nentwich as Director of Marketing.

Singapore. BMW Group Asia announced the appointment of Irene Nikkein as Director of Sales, BMW Asia, effective 1 September 2026 and Daniel Nentwich as Director of Marketing, BMW Asia, effective 1 December 2026.

“I am delighted to welcome Irene and Daniel to the BMW Asia leadership team,” said Rene Gerhard, Managing Director, BMW Group Asia. “Together, they bring highly complementary strengths that span the full customer journey. Irene combines deep expertise in sales leadership, dealer network development, and commercial performance, while Daniel adds extensive experience in brand building, customer engagement, and data-driven marketing. Their collective experience, international perspective, and proven track records of growth will be instrumental as we continue to strengthen the BMW brand and plan for sustainable growth across the BMW Asia region.”

Irene returns to BMW Asia after 16 years, bringing more than 15 years of leadership experience across the BMW Group. For the past five years, Irene served as Regional Director, Rolls-Royce Motor Cars Asia Pacific, where she led the business through a period of significant growth, and strengthened the brand’s regional footprint. During her tenure, Rolls-Royce expanded its presence through the establishment of local offices in Japan and Korea, alongside the launch of the new Private Office Seoul.

Prior to Rolls-Royce Motor Cars, Irene spent nearly 11 years with the MINI brand, serving as Regional Marketing Manager for MINI Asia before taking on the role of Head of MINI Brand Communication & Product Management, Japan.

Daniel brings more than a decade of international experience across the automotive and luxury sectors in the United States and Europe. In his current role as Regional Marketing Director, Northeast Region at BMW of North America, he leads integrated marketing, CRM, experiential activations, and strategic partnerships across one of BMW's largest regional markets, driving customer engagement and business growth through data-driven, customer-centric strategies.

Throughout his career with the BMW Group, Daniel has held leadership roles spanning marketing, sales, retail performance, and used vehicle strategy. He has a proven track record in digital transformation, dealer network development, and commercial growth, while building high-performing teams and fostering collaboration across functions, markets, and stakeholders.

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