[Eyske Janßen]
About me.
I am passionate about developing communication strategies and the resulting guidelines for brand communication – culturally relevant and told in a way that really reaches people. I combine creative strategy, integrated brand communication, and partnerships – and translate this into messaging, campaign architecture, and activations that are more than just a logo on a touchpoint.
For several years at the BMW Group, I shaped international campaigns, launches, and premium partnerships for the BMW and MINI brands – from entertainment marketing and talent management topics to platform collaborations such as the Cannes Film Festival. This work has sharpened my awareness of how powerful communication can be when it is consistently thought out from the target group's perspective and orchestrated across channels.
I am driven by curiosity and relevance: What is moving people right now – in culture, media, fashion, and music? And how can this momentum be translated into formats and stories that make brands credible? I navigate confidently between global orientation and regional market realities, making ideas effective for specific markets – with courage, clear leadership, and a common thread running through all touchpoints.
My guiding question always remains the same: What effect does what we do have?
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Since 07/2024
Freelance Communications Strategist & Project Lead I Contact me
_Freelancing
Strategic communications consulting
Development of positioning, communications spaces, narratives, and messaging as guidelines for integrated brand communications.
Touchpoint & measures architecture
Translation of strategic goals into cross-channel activation logic and concrete measures planning along relevant touchpoints.
Cooperations & partnerships
Development of partner strategies, initiation and management of collaborations, and activation within marketing and platform logic.
Project Lead & Stakeholder Management
End-to-end management of complex projects – from briefing and team leadership to agency management, C-level stakeholder alignment, and implementation assurance.
06/2021 – 06/2024
BMW Collaborations & Entertainment Marketing | BMW Group I Munich, GER
_Team Lead Partnerships & Entertainment
Portfolio & Collaboration Strategy
Management and prioritization of an international collaboration portfolio, including strategic activation and marketing logic.
Integrated Activation
End-to-end management of cross-functional teams and agencies – from creation and production to international rollout via content, PR, social, live, and retail.
Governance & Stakeholder Management
Management of complex decision-making and approval processes involving legal, corporate responsibility, markets, and C-level stakeholders.
08/2017 – 09/2021
BMW Lifestyle (Fashion, Home & Living, Licensing) | BMW Group I Munich, GER
_Senior Manager Marketing Lifestyle Products
Licensing & Business Development
Development of international licensing and product concepts for BMW & MINI – from partner selection and product idea to market launch (B2B/B2C).
Brand Management & Storytelling
Collection and product development as well as campaign management in line with brand values.
Sustainability
Development of a sustainability strategy for BMW Lifestyle and development of lifestyle collections outside the automotive context.
11/2014 – 02/2016
International Brand & Product Communication MINI | BMW Group I Munich, GER
_Campaign Team Lead
Global Campaigning
Conception of integrated campaigns and international rollouts (briefing, channel planning, management).
Asset Production & Evaluation
Responsibility for the production of central campaign assets (ATL) and evaluation of campaign effectiveness.
Agencies & Pitches
Planning and execution of international agency pitches; management of lead agencies and market interfaces.
01/2012 – 11/2014
Experiential Marketing & Collaborations MINI | BMW Group I Munich, GER
_Brand Manager
Brand Activations & Live Experience
Conception and implementation of international brand activations and live events, including agency and production management.
Entertainment Marketing
Integrations into international film and entertainment formats – from strategy to global roll-out.
Global Collaborations & Sponsoring
Initiation, negotiation, contract and communication management, including worldwide activation.
05/2009 – 12/2011
Online Communications MINI | BMW Group I Munich, GER
_Brand Manager
Digital
Management of an international website relaunch, including global rollout.
Rollout
Central interface between agencies, stakeholders, and IT.
Project examples.
Today, effective brand communication is not about being louder, but more relevant: understanding cultural codes, developing a clear storyline, and consistently thinking about communication from the target group's perspective.
In my projects, I translate strategy into integrated communication – from messaging and campaign architecture to activations across platforms and collaborations that bring brands to life in a credible way.
Below is a selection of projects I have been jointly responsible for in the past, including at BMW and MINI.
I support companies and teams in particular when ...
Platform Activation & Partnership Management – Cannes Film Festival
BMW Group
As the official automotive partner, BMW uses the Cannes International Film Festival as a platform to showcase sustainable luxury – from an electric shuttle fleet to curated brand moments on site. As overall project manager, I was responsible for partnership management (governance, stakeholder and approval processes, rights packages, brand safety, and budget logic) as well as platform activation.
This included exclusive screening experiences, a curated guest program for top customers, and a brand event for the press and community. In addition, the platform was used to combine content and vehicle experience – including an in-car cinema format that combined storytelling and product presentation in a premium context.
Global Launch Experience – MINI Hatch World Premiere (London–Los Angeles–Shanghai)
BMW Group
For the international launch of the new MINI Hatch, the model was showcased in a sequential premiere roadshow in three core markets – London (Europe), Los Angeles (USA), and Shanghai (China) – to activate local communities and cultural influencers through exclusive brand events.
The cooperation with Sony as entertainment partner and the involvement of label artists were managed as part of the launch dramaturgy – from talent selection and contract/coordination processes to the integration of performances into the respective event concepts. The result was a consistent, internationally recognizable launch format with local cultural appeal and strong PR/content potential.
BMW Lifestyle × Montblanc – Luxury Collaboration for Vehicle Launch
BMW Group
Based on an existing BMW Lifestyle × Montblanc collaboration, an exclusive launch activation was developed with the aim of combining the product, brand, and vehicle in a credible premium narrative.
At the heart of the activation was a limited-edition, tailor-made luxury luggage set designed specifically for the trunk of a BMW Luxury Flagship Model, which could be ordered directly with the vehicle as an optional add-on. The story was orchestrated via PR, social content, and retail and POS touchpoints, serving as a high-quality PR hook to emotionally charge the vehicle theme and stage it in the context of modern travel and the California lifestyle.
– Communication strategies need to be translated into integrated measures.
– International launches or platform activations need to be structured and orchestrated.
– Partnerships need to be strategically established or realigned.
– Complex stakeholder setups require clear leadership and coordination.
– Projects arise at the intersection of brand, culture, and communication.
For details or specific inquiries, I look forward to hearing from you.
Partnership Strategy „Sustainable Luxury“
BMW Group
For BMW, I refined the strategic communication theme of “sustainable luxury” and translated it into an applicable framework—including narratives, guidelines, and clear dos and don'ts for communication and activation.
Building on this, I developed a structured partner strategy with an evaluation logic (brand fit, credibility, impact, and activation potential) that transformed an abstract future topic into a concrete partnership pipeline and actionable platform ideas.
Innovation Campaign - MINI Virtual Reality für MINI Connected
BMW Group
For the international innovation campaign around MINI Connected, a virtual reality activation was implemented that brings a digital in-car product to life through an immersive brand experience.
At its heart was a high-quality, cinematic 360° film – developed with the aim of raising VR content to a new level of quality and positioning it as a relevant component in the then-emerging VR ecosystem (including through collaborations with platform partners). The campaign was rolled out globally and activated via a digital distribution logic – including Google Cardboard touchpoints as well as social and paid media playouts (including pre-rolls and Google Ads) that guided users specifically into the experience.
Entertainment Activation – MINI Countryman Launch – „Getaway“ (Timbaland)
BMW Group
For the launch of the MINI Countryman, an urban brand experience was staged as a PR and content anchor: an exclusive event in London (city farm setting) for selected opinion leaders, press, and VIPs, crowned by a private concert including a performance of the specially produced song “Getaway” (Timbaland).
The activation combined live experience, PR, and content delivery and extended the story with a physical giveaway (vinyl), which could also be used as an attention-grabbing touchpoint in a retail context.
Please get in contact with us for a full list of projects we concluded.