No stranger to Singapore, the 41 year-old has an “exceptional track record”
SINGAPORE — Rolls-Royce has a new regional boss. Irene Nikkein has taken over the role of Director – Region Asia Pacific for Rolls-Royce Motor Cars from Paul Harris, who has left the company.
Ms Nikkein is taking the reins at Rolls-Royce here after a stint at Mini Japan, where she was Head of Brand Communication & Product Management. Her appointment comes weeks after a new managing director took office at BMW Asia.
“Irene has an exceptional track record and her broad experience, combined with extensive regional knowledge, makes her ideally suited to this important role,” Henrik Wilhelmsmeyer, Director of Sales and Brand, Rolls-Royce Motor Cars said in a statement.
Ms Nikkein, 41, is no stranger to Singapore. Born in Indonesia, she went to school here, attending CHIJ St Theresa’s Convent and Catholic Junior College, before graduating with a bachelor’s degree in Business Administration (majoring in Marketing) with Distinction from RMIT University in Singapore.
She joined BMW Asia, which is also based in Singapore, in 2007 as Regional Experiential & Sponsorship Manager and became the regional marketing manager for Mini three years later. Ms Nikkein moved to Japan in 2016 to build the Mini brand there and funnel information about customer tastes back to the product development crew at headquarters.
Ms Nikkein has informally stepped into her new role but is now busy traveling to meet dealers and get a handle on the various markets in her territory. Rolls-Royce Asia Pacific is based in Singapore, but the office oversees the brand’s operations in more than 15 markets. In more than one way, she has moved on to bigger things.
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