James has more than 17 years’ experience in the automotive sector and is currently responsible for marketing for BMW Group in Hong Kong, Macau and Taiwan. He oversees the region’s brand strategy, marketing communications, PR and operations.

James is motivated by the current transformation of the automotive industry, which he believes with the wave of electrification, autonomous technology and digitalisation, is facing its most significant disruption since its inception.

Prior to joining BMW, James worked in global marketing and sales for Infiniti, Nissan’s luxury brand, as well as General Motors in Europe. He has a wide range of expertise and skills, including sales, loyalty management, customer relationship management, customer journey and future product strategy, and has experience working with major financial, insurance and consulting companies.

James grew up in the United Kingdom, studied at the University of Warwick, and has lived in Hong Kong with his family for over 11 years.