Jennifer Treiber-Ruckenbrod shows how companies win people over when technology makes so much interchangeable: as customers, as a community and as employees.
MINI’s Global CMO combines more than 25 years of international brand responsibility within the BMW Group with hands-on experience in brand and AI transformation across more than 40 markets. Her keynotes bring together strategic insight, practical leadership experience and a clear conviction: desirability, trust and courage determine which companies build lasting connections with people.
“AI makes almost anything possible — and much of it interchangeable. Those who remain desirable will win.”
Jennifer Treiber-Ruckenbrod Keynote Topics
- Staying Desirable in the Age of AI: How Companies Win People Over When Technology Makes Everything Interchangeable
When everyone uses the same AI tools, products, messages and experiences become increasingly similar. Jennifer Treiber-Ruckenbrod shows how companies can use AI to improve speed and quality while strengthening their identity, creativity and customer relationships. Drawing on the AI transformation of MINI’s marketing, she explores the role of human judgement, empathy and clear leadership. Her “Trust Check” gives audiences three practical questions to assess whether their use of AI genuinely wins people over.
- From Customer Understanding to Brand Love: What Truly Inspires People, Especially in Challenging Times
What makes a brand desirable — and why do others remain interchangeable despite widespread recognition? Jennifer Treiber-Ruckenbrod explains how customer understanding, emotional experiences and community create a brand that people prefer and recommend. She shows why emotional brand leadership matters particularly in times of crisis, and how strategy, company culture and customer experience can deliver on a shared promise. Her “Desirability Test” helps companies identify what sets them apart and make that difference consistently visible.
- The Human Edge: How Leaders Give Teams Courage, Trust and Direction Through Change
When strategies, technologies and expectations change simultaneously, teams need direction and dependable collaboration. Jennifer Treiber-Ruckenbrod combines international transformation experience with her work as a systemic coach. Guided by the three principles of Strength, Presence and Balance, she shows how leaders can clarify their team’s shared purpose, set priorities and support sustainable performance. Three practical leadership questions help translate the pressure of change into clear decisions and concrete next steps.
More About Jennifer Treiber-Ruckenbrod
Jennifer Treiber-Ruckenbrod is Global CMO of MINI, reports directly to the MINI CEO and is a member of its global Executive Leadership Team. Her central question is how companies win people over when technology makes everything interchangeable: as customers, as a community and as employees. Her career within the BMW Group spans more than 25 years, from global market and customer research through corporate and brand strategy and global communications to leading BMW’s marketing in Germany and her current global responsibility for MINI.
As Global CMO, she leads around 70 employees across more than 40 markets, directly manages approximately €100 million and oversees a further €200 million in market investments. As part of the Executive Leadership Team, she helped MINI move from the weakest-performing BMW Group brand to the strongest performance against target within around 18 months. Through “Regain MINI”, she successfully implemented the brand’s transformation across more than 40 markets. This work centres on a clear brand idea, customer understanding, cultural relevance, community and a performance-driven marketing operating model.
She has led the AI transformation of marketing as a leadership responsibility, applying AI throughout the value chain, from research, planning and testing to content creation. A fully AI-generated campaign achieved an efficiency gain of around 60 per cent. For Jennifer Treiber-Ruckenbrod, however, AI is never an end in itself. What matters is whether technology enables better customer decisions, higher creative quality and greater trust.
Previously, she was CMO and Head of Marketing for BMW Germany and a member of the German Executive Leadership Team. During this period, she helped BMW Germany become the BMW Group’s most successful market. Before that, she held global responsibility for various functions across Rolls-Royce, BMW, BMW M, MINI and BMW Motorrad. Her roles included global communications for MINI and BMW Motorrad, the BMW Group’s brand portfolio strategy and brand controlling, and global market and customer research.
As a speaker, she connects three threads from which strong brands are built: desirability, trust and courage. Her keynotes show how companies remain desirable in the age of AI, how customer understanding becomes brand love and how leaders guide teams through change. Alongside her executive responsibilities, she works as a business coach and systemic coach. She serves on juries including the Smarties Black Jury, Campaign, the Deutscher Mediapreis and Effie Germany, and regularly contributes to international marketing, technology and leadership events.
In 2026, Jennifer Treiber-Ruckenbrod was named to the Top 10 shortlist for European CMO of the Year and recognised by W&V as one of Germany’s Top 10 AI Leaders. Further recognition includes inclusion in W&V’s and Business Punk’s Top 100 CMOs, as well as ADC Silver.
Jennifer Treiber-Ruckenbrod delivers her keynotes in English and German. Tailored leadership training, THE LOOM Leadership Day and leadership retreats are also available. Content is adapted to the industry, audience and objectives of each event.