About Dounia
Luxury Brand & Design Strategist | Ex-BMW Group | Available for Interim Projects
I spent 7 years at BMW Group HQ in Munich working at the intersection of brand and design strategy: facilitating workshops with C-suite and Board of Management across Rolls-Royce, MINI, BMW Motorrad, and BMW M.
I help luxury & premium companies translate brand identity into strategic decisions. Whether that's portfolio architecture, positioning, brand workshops, or competitive analysis: I bring corporate rigour and creative intelligence together.
What I deliver:
Brand positioning and architecture, strategic workshop facilitation, portfolio strategy, competitive analysis, brand narrative development.
Industries:
Luxury, automotive, hospitality, yachting, design, lifestyle, FMCG premium.
Projects:
Brand positioning strategy for INARI, a Mediterranean superyacht design studio founded by alumni of Lissoni & Partners and Nautor Swan.
Languages: English, Dutch, German, French, Arabic.
Based in Netherlands | Remote & on-site | Available EU & MENA
Dutch
Native or bilingual
German
Fluent
English
Native or bilingual
French
Fluent
Remote only
Primarily works remotely
Experience
- IndependentStrategic Brand & Portfolio AdvisorMarch 2024 - Today (2 years and 4 months)Specializing in multi-brand portfolio architecture, competitive positioning, and cross-functional alignment for luxury companies in yachting, hospitality, and motorsport sectors.Recent engagements:- a brand repositioning strategy for Marcygram, a marketing agency in Mallorca- Brand positioning strategy for INARI, a Mediterranean superyacht design studio founded by alumni of Lissoni & Partners and Nautor Swan.
- BMW GroupSenior DesignstrategistSeptember 2018 - March 2023 (4 years and 6 months)Munich, GermanyFacilitated strategic portfolio workshops with C-suite and Board of Management across BMW, MINI, Rolls-Royce, and BMW Motorrad.• Led 20+ multi-day workshops aligning engineering, design, marketing, and strategy teams on product positioning• Developed portfolio simplification methodology creating unified brand frameworks• Conducted qualitative consumer research and competitive analysis across global luxury markets• Specialized in BMW Motorrad brand strategy and premium lifestyle positioning
- BMWDesign Benchmarking StrategistOctober 2017 - September 2018 (11 months)Munich, GermanyLed comprehensive design benchmarking research across automotive and luxury categories to inform strategic positioning.• Conducted large-scale competitive landscape analysis for premium and luxury markets• Developed trend analysis frameworks connecting design movements to consumer behavior• Created visual intelligence reports for senior leadership and cross-functional teams
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Education
- Master of Science in Strategic Product DesignDelft University of Technology2015Master of Science in Industrial Design Engineering
- Bachelor of Science Industrial DesignEindhoven University of Technology2012Bachelor of Science in Industrial Design Engineering