Projects             

Ashish Ningania

Consulting

@ The Marcom Engine

Industries: Automotive, Consumer and Healthcare

  • Role: Lead Business Consultant

    Period: 01.2025 – Today

    Contributions:

    2 years with Business Optimisation Department as Team Lead.

    Focus on BMW GenAI Agenda (AI Search / GEO Optimisation), A/B Testing Strategy, BMW Board presentations and numerous leads conversion initiatives.

  • Role: Lead Business Consultant

    Period: 3 months (10.2024 – 12.2024)

    Contributions:

    Consulting BMW Funnel Management Team.

    Key topics – Vehicle Finder, Configurator, multiple Business cases, Google AI, SEO, A/B Testing, Team Workshops to setup goals and teams for next year.

  • Role: Project Lead

    Period: 3 months (07.2024 – 09.2024)

    Contributions:

    Consulted BMW Digital Hub Team Lead and internal stakeholders towards Simplified Web Ecosystem Project; involved to provide structure, business guidance and fast execution.

    Key topics – Project Management, Create new templates & blueprints for all BMW website pages, campaign Window, and Campaign Briefing tool on Adobe Workfront.

  • CDP Pre-Implementation, Analytics Hub, Marketing Mix Modelling, Agentic AI, Anomaly Detection & Predications, Brand Uplift, SEA, KPI reporting, etc.

  • Own new business stream; Involving proposal design, pitches, Agentic Pitch Framework (in development); Building frameworks on new ideas and performance strategy. Stakeholder networking and C-level presentations to convert opportunities into high-value engagements.

@ IBM iX DACH

Industries: Automotive, Travel and Tourism, Industrial and Retail

  • Role: Strategy Consultant

    Period: 10.2023 – 03.2024

    Contributions:

    Led AI-powered GTM strategies for Eurowings & LOT Polish Airlines and and digital commerce roadmaps delivering conversion uplift and service cost reduction.

    For MINI, consulted using AI to fill gaps in consumer profiles with analyzed data. Built proposal, including roadmap, and facilitating design thinking workshops with stakeholders to ideate on customer journey touchpoints, data sources, and architecture.

  • Role: Strategy Consultant (50%)

    Client: Lenzing AG

    Period: 3 months (10.2023 – 01.2024)

    Contributions:

    Independently built Monetisation Strategy framework for digital services. Held numerous workshops with client to introduce concept, customer segments and vision, drafted digital services, pricing models and prioritization based on revenue potential and implementation.

  • Role: Project Lead

    Client: NIO Deutschland GmbH

    Period: 8 months (02.2023 – 09.2023)

    Contributions:

    Led a team of 8 consultants for NIO website UI/UX optimization, involving proposal creation, project management, scoping, target approach roadmap, defining EU personas, configurator analysis, user interviews, design thinking workshops, and final stakeholder presentations.

  • Role: Strategy Consultant

    Client: Grohe AG

    Period: 2 months (03.2023 – 05.2023)

    Contributions:

    The client needed to merge all GROHE sub-brands into one. My role involved gathering and studying all previous e-commerce projects and developing a digital strategy that initiated the first step by understanding the overall brand architecture, business needs, and shared platforms, while bringing all stakeholders to a common point for platform integration.

  • Role: Strategy Consultant

    Client: Eurowings Digital

    Period: 4 months (10.2022 – 02.2023)

    Contributions:

    Facilitated numerous workshops with >10 client stakeholders and business consultants to identify digital maturity & Customer Data Platform (CDP) use cases. Derived target operating model and workflows. Built KPI concept, defined metrics across E2E customer journey including C-level presentation.

  • Role: Project Lead

    Client: BMW

    Period: 5 months (08.2022 – 01.2023)

    Contributions:

    Led team of 5 consultants for Dealer frontend (UI/UX) creative vision design. Tasks involved overall project management, stakeholder management, kick-off workshop, defining user stories and t-shirt sizes, user interviews, design thinking workshop and C-level presentation.

  • Role: Strategy Consultant

    Client: BMW and MINI

    Period: 4 months (04.2022 – 07.2022)

    Contributions:

    Co-lead a team of 5 consultants on the topic for future channels of commerce 2030; did extensive market research, competitor analysis, design thinking workshops, built hypotheses and key use cases for the brand to start implementation. Also, build C-level presentation.

  • Role: Strategy Consultant

    Client: Multiple

    Period: Between 03.2022 – 05.2024

    Contributions:

    Strategy Sprints, Software-defined Vehicle, Digital Aftersales, Gen AI Use cases, Vehicle-to-Grid, Data Strategy, Lead Management, Vehicle Configurator, Voice of Customer, CRM SAP S/4 HANA), Digital services, Future sales model, Target Operating Model, Customer Experience Design and Brand strategy.