Wunderman Thompson
Year
2017 – 2021
My Role
- Account Leadership
- Global Operations
- Campaign Delivery
- Cross-functional Execution
Transforming a legacy brand into a global digital-first experience.
At Wunderman Thompson, I was the global client lead for MINI, overseeing a network of strategy, creative, social, and production teams across Berlin, Munich, and Buenos Aires. I was responsible for aligning global teams, managing senior client relationships, growing the business, and making sure our work delivered consistently across 100+ markets.
MINI was born from a spirit that challenged the status quo—and our work had to live up to that legacy.
I led the global debut of the MINI Electric, MINI’s most successful launch to date, with over 45,000 pre-orders. I oversaw digital strategy, production, and influencer activations across Shanghai, Rotterdam, and New York, and ran campaign rollouts for MINI’s innovation platforms, including MINI LIVING and A/D/O, on the ground in Milan, Beijing, and New York. These projects helped evolve MINI’s identity beyond automotive and into design, culture, and urban innovation.
Alongside this, I headed up the client services and project management team supporting global accounts like Microsoft, Bayer, Beiersdorf, and BMW bringing operational clarity to cross-functional teams and improving how we worked across departments and regions. I built playbooks, introduced internal standards, and supported teams to deliver better work, faster. It was a role that combined strategic oversight with hands-on execution—connecting people, process, and delivery across a global creative network.
MINI Electric
Led the global launch of MINI’s first all-electric vehicle, the MINI Cooper SE, across 100+ markets. Coordinated strategy, content, and influencer activations in Shanghai, Rotterdam, and New York. The campaign generated over 45,000 pre-orders within weeks, marking MINI’s most successful launch to date.
MINI LIVING
Developed and executed the digital strategy for MINI LIVING, MINI’s urban innovation platform. Managed global rollouts in Milan, Beijing, and New York, including the launch of the MINI LIVING Instagram channel. The initiative redefined MINI’s presence in architecture and urban design, earning acclaim at major design events like Salone del Mobile.
A/D/O
Led the global campaign for Spirit of the City, an immersive installation by United Visual Artists at MINI’s A/D/O creative co-working space in Brooklyn. Oversaw content production, launch events, and digital rollout during NYCxDesign. The work was featured in Wallpaper, Dezeen, Domus, and Designboom, spotlighting MINI’s role in design-led urban innovation.
Anke Peters—Global Client Lead & Managing Partner
“We were impressed by Shermaine’s outstanding performance. She quickly familiarised herself with complex, diverse and demanding assignments, demonstrating a quick grasp, holistic and systematic thinking, strong organisational talent, and consistent energy—even under extremely high workloads and time pressure. Her work was always characterised by strategic and precise planning, clear structure, and reliable execution. She led her team in a model way, motivating them with her success-driven and people-oriented leadership style. Shermaine collaborated seamlessly with clients and senior leaders, performing overwhelmingly well and demonstrating assertiveness, strong communication, and her ingenious negotiation talent. She consistently delivered results and contributed significantly to both operational efficiency and client satisfaction.”
Antonella Granatella—Digital Campaign Manager of MINI
“We developed campaign strategies successfully, and rolled out campaigns on a global scale. Shermaine shines out of the crowd! She handles her business professionally, is very confident in multitasking, an absolute go-to person, and knows exactly what her expertise lies in. She makes the difference as she not only consults but also takes the function as an interfacing counterpart for multiple internal and external stakeholders.”
