Michaela Osterkorn
Chief Marketing Officer
Marketing & Brand Leader
About Michaela
I am a senior brand and marketing leader with 15+ years of experience delivering impactful campaigns, live experiences, and sponsorship activations for global brands across European and Australian markets.
I have led marketing strategy and execution for brands including BMW, created the marketing strategy for a motorsport event built from scratch that scaled to 8,000+ spectators which was adopted as an ongoing brand asset by the Red Bull Ring, and managed teams of up to 30 people across complex, multi-stakeholder environments. My work spans brand strategy, sponsorship and partner relations, live events, corporate hospitality, and always-on campaign delivery - consistently on time and within budget.
What sets me apart is my combination of strategic clarity and hands-on execution. I read quickly what a market and business need, translate customer and performance data into measurable outcomes, and bring the commercial focus that connects marketing activity to real business results.
I partner with leadership teams to build marketing capability, sharpen positioning, and drive growth. I work as a genuine sparring partner for founders and executives navigating growth, transition, or transformation. People describe me as collaborative, goal-oriented, and someone who makes complexity feel manageable.
What drives me most, is creating that moment when a brand activation truly lands - when people feel the excitement for the brand, the experience or the sport. For me, great experiences live at the intersection of real connection and commercial impact.
Experience
BG Sportpromotion
Head of Marketing (2022 – 2023)
Created and implemented Brand, Product & Marketing strategy for new owned events, like the Austrian Historic (new: Red Bull Ring Classics), XLR8, KTM Junior Cup, and achieved more than 20k spectators
Developed and implemented a new Corporate Strategy for BG incl. comms to develop the business generating growth on sales
Managed Partners and Sponsor relationships as well as Corporate Hospitality incl. moderation ensuring a high partner and customer satisfaction
Key achievement: Rollout of the ‘Red Bull Ring Classics’ which exceeded 8k spectators and got adopted by Red Bull as a flagship event in the Austrian motorsport calendar.
✅ Marketing & Communication
✅ Strategy
✅ Customer Experience
✅ Partner Management
✅ Cooperations
✅ VIP/ Business Corporate Hospitality
✅ Ticketing
BMW Austria
Head of Marketing Communication (AUS Director level) (2019 – 2021)
Developed and delivered cross functional brand & sales campaigns, incl. always-on over all communication channels contributing to a revenue increase of 6% and defending Number 1 position in the Premium segment
Responsible for CRM, customer experience, dealer marketing, VoC leading to a higher customer satisfaction score and increase of qualitative leads
Connected and aligned cross-functional departments, ensuring the right stakeholders were involved at the right time
Collaboration with Key Account Managers on targeted business offers for fleet customers leading to an increase on business sales
Strategic marketing planning & budget responsibility <$20m, P&L ownership
Managed 5 direct reports and 8 agency partners
Interims GM Marketing: stepped up to cover full GM Marketing responsibilities during a leadership vacancy
Key achievements: Implemented channels (Pinterest, TikTok) to reach new target audiences generating a lead increase; Created new always-on SEA strategy adopted as best practice by BMW Europe; implemented new tools which improved the customer journey; built and onboarded a new team within three months, aligning role content to departmental changes
BMW Central and Southeastern Europe
Senior Manager Sports & Eventmarketing (2017 – 2019)
Lead of BMW Motorsports and M as well as Product Management & Development of Driving Experience (incl. P&L ownership)
Implemented the BMW Driving Experience resulting in on top sales within the high end business customer segment in Poland
Responsible for live-communication, M community building, sponsorships & partners within 12 countries
Managed multiple agencies and served as key interface between internal departments and external stakeholders across 12 markets.
Key achievement: Improved the booking and feedback processes for events via a CRM & booking tool which delivered a high impact on sales for a key event and significantly increased customer satisfaction.
BMW Austria
Sports Marketing Manager (2015 – 2017)
Lead of BMW Austria Motorsports and Running events - DTM and MotoGP Sponsorship, Wings for Life World Run etc.: on site activation, hospitality, B2B activation and ticketing > resulted in a major lead increase
Conception and implementation of live and 360° communication, cooperations, sponsorships, luxury & running incl. P&L ownership
Dealer marketing: guidelines and leadership of 56 dealers improved their live-appearance, brand, POS, branding tools and communication
Created customer event experience concepts involving partners, stakeholders, venues, communications and customer service to leverage prospects
Key achievements: Improved quality of live appeareance and gained a high increase of prospects overall through better customer experiences and CRM tools / measures; product launch of BMW running challenge > doubled leads through partner channels & created a running community around BMW
Key Skills
Qualifications
Master in International Marketing (2010)
University of Klagenfurt
Key Industries
Software & Tools
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