Mini USA has appointed new heads of both sales and marketing.
Tom Salkowsky becomes department head of sales for Mini USA, leading the company’s sales, volume planning and distribution operations in the U.S. He succeeds Mark Orlando, who will transition to a new role within the BMW Group to be announced at a later date.
Patrick McKenna becomes department head of Mini brand communications for Mini USA, leading the company’s brand positioning, long-term strategy development and all consumer communications and content. He succeeds Tom Noble, who left the company in February. McKenna had been handling Noble’s marketing duties on an interim basis since that departure.
Both Salkowsky and McKenna will report directly to Thomas Felbermair, vice president of Mini Region Americas. The appointments are effective immediately.
Salkowsky, a 21-year employee of the BMW Group, most recently was department head of marketing steering for Mini at BMW Group headquarters in Munich. He previously headed Mini’s U.S. marketing from 2010 to 2014.
“We’re happy to welcome Tom back to the U.S. and are confident that his global perspective combined with his marketing expertise will be instrumental in supporting our sales network and further strengthening the Mini USA brand,” Felbermair said in a statement on Tuesday.
McKenna began working with BMW Group in 1993 as an agency employee and joined the company in-house in 1997. He most recently was department head for product planning and aftersales, a position held since 2010. He will maintain that role on an interim basis until a successor is announced.
“When it comes to marketing, Patrick is the right person to lead the Mini USA team as we move forward during this exciting time,” said Felbermair. “His background in marketing communication and events on both the agency side and with BMW, coupled with his MINI product knowledge provide a solid foundation to help lead the brand on a fresh approach that remains grounded in our heritage.”
Mini's U.S. sales plunged 27 percent to 3,481 vehicles in April. For the year, deliveries for the BMW unit have fallen 12 percent to 13,732 vehicles.