The common thread: building, structure, growth.

Lead Marketing & AI since 2025. Built marketing & growth toolchain, developed enterprise sales story, executed website relaunch (launch 11/2024), launched new bike lease calculator (03/2025), increased online relevance from 0.2 to 12.1, conceptually supported Eintracht Frankfurt partnership, launched experience booth at Zukunft Personal Europe 2025, orchestrated brand launch Du verDienstrad.

Over 12 years, built the Central Marketing staff position directly with the owner. Multi-brand management for Mercedes-Benz, Porsche, VW, Chrysler and Jeep. From 2005 onward, pioneer for data-driven marketing – at a time when data-driven was not yet a term in automotive retail. The certificate confirms: “Demonstrably very good workshop and accessory revenues and profitability.”

12 years with three consecutive roles: project leader brose.com relaunch (4 languages), Global Product Owner HR websites and recruiting platforms, global leader of idea management with direct board reporting. The transformation across 23 countries and 57 sites became the benchmark for the entire idea management industry in the DACH region – EUR 25.9 million first-year net benefit and 1st place German Idea Management Award 2024.

Since 2016 in parallel with Brose activities: building and scaling a private airline across the DACH region as shareholder's trusted advisor. 8 years of B2B, B2C, online marketing, social media and events. Three areas of responsibility simultaneously, one of them a separate company.

The work certificate from Brose Group describes Bernd M. Schell as an “entrepreneurially acting leader.” In 25 years, he has built systems, structures and growth engines that did not exist before – from the Central Marketing staff position at Auto-Scholz to the global transformation of idea management at Brose.

For 25 years, directly alongside owners, CEOs and boards. At Brose, reporting directly to the Board of Organization and Personnel. At Auto-Scholz, directly with the owner. At Deutsche Dienstrad in close collaboration with management and owners. At BHS Aviation, directly with the shareholder. 9 out of 9 work references confirm top-grade collaboration.

23 countries, 80+ cultures, 57 sites – from negotiations with German works councils to process implementation in China, Japan, South Korea, Thailand and the USA. The Brose reference confirms: “In particular, he demonstrated empathy and negotiation confidence in intercultural situations.”

Since February 2023, one of the first paying ChatGPT users in Germany. In daily use: Claude (Anthropic), Gemini (Google), ChatGPT (OpenAI), Mistral, prompt engineering, custom GPTs and workflow automation. The Brose certificate confirms openness toward artificial intelligence.

Strategy & Transformation, Marketing & Growth, AI Integration, Platform Building, Product Ownership, Change Management, Global Governance (23 countries), Multi-Project Management, Negotiation Leadership (10 works councils), Executive Sparring, Crisis Management, Data-Driven Decision Logic.

9 out of 9 work certificates over 24 years with top grade. Auto-Scholz: “exceptionally creative, diligent and motivated employee.” Brose: “entrepreneurially acting leader” with “outstanding expertise” and “unusually great endurance and resilience.” Consistent pattern: absolute reliability, loyalty, highest sense of responsibility.

Up to 12 direct reports. Led a global network of 55 idea coordinators across 23 countries. Conducted 10 works council negotiations successfully. Seven-figure budget responsibility. During team restructuring at Deutsche Dienstrad, secured delivery for 5 roles in parallel. The certificate states: “Required and developed his employees and consistently led them to peak performance.”

Bernd M. Schell is currently Lead Marketing & AI at Deutsche Dienstrad. For professional exchange, executive sparring, or other conversations: contact form or LinkedIn.