MERCEDES-AMG

PROJECT SCOPE & ORCHESTRATION

TRANSLATING MOTORSPORT DNA INTO HIGH-CONVERTING RETAIL LUXURY.

For Mercedes-AMG, I delivered multi-year marketing communications and retail enablement programs designed to translate the brand’s uncompromising motorsport pedigree into tangible commercial performance at the point of sale.

The mandate required synchronizing brand prestige with rigorous sales conversion. I directed high-end promotional campaigns, comprehensive technical sales literature, and specialized dealership training frameworks, alongside bespoke digital customer-experience touchpoints that elevated the entire retail acquisition journey for Affalterbach’s high-performance portfolio.

A strategic milestone was directing the global AMG Performance Tour 2008—a prestigious international brand experience that connected high-net-worth VIP clients, brand ambassadors, and top-tier dealer principals. By unifying spatial luxury, vehicle dynamics, and direct commercial dialogue, the platform set a new benchmark for premium brand activation across worldwide markets.