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Rolls-Royce Announces New Director of Sales & Brand


Today, Rolls-Royce announces that the architect of many initiatives that drive these aspects, Henrik Wilhelmsmeyer, is relinquishing his Director of Sales & Brand role after six years with the company. From 1 March, Henrik will take up a new senior position within the BMW Group, leading in shaping the brand’s future high-end luxury cars.

Henrik came to Rolls-Royce’s global headquarters at Goodwood in 2018, having previously been the marque’s Regional Director for the Greater China region. During his tenure, he led the product development, sales and marketing campaigns for business-critical model launches, including Cullinan, Ghost, Phantom Series II and, most recently, Spectre. He also played a central role in making Coachbuild a permanent fixture within the Rolls-Royce portfolio.

Committed to consistency in everything, Henrik transformed the marque’s mindset and attitude. In particular, he fundamentally reshaped how Rolls-Royce understands and interacts with its clients and the experiences it offers them.

For example, he brought a more focused, individualised, disciplined, and data-driven approach to client engagement with the invitation-only Whispers app for Rolls-Royce owners. Under Henrik’s leadership, Rolls-Royce developed a new visual identity, which is being rolled out at dealer partners worldwide.

The marque also extended its hugely successful Goodwood Private Office concept to Dubai and Shanghai, with two more following this year. Thanks in part to these Private Offices, 2023 was a record year in terms of both number and value for the marque’s unrivalled Bespoke programme.

Henrik’s successor from 1 March will be Julian Jenkins. Julian is a well-known figure within Rolls-Royce, having previously spent six years at Goodwood, first as General Manager of Sales Operations, then as Regional Director for Europe.

A former President of Aston Martin Lagonda in the Americas and holder of senior roles at Bentley in North America and the Asia-Pacific region, he makes a welcome return to the Home of Rolls-Royce after serving as Sales Director of BMW UK and, most recently, Chief Commercial Officer at Italian supercar manufacturer Bizzarrini, where he played a crucial role in driving revenue growth and shaping the commercial success of the company.

Julian’s international experience, product expertise and deep knowledge of the luxury sector ensure he is ideally placed to take Rolls-Royce forward towards its all-electric future.

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